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Article Information:
A Study on Ethnocentric Tendencies of Ethopian Consumers
V.S. Mangnale, Rajasekhara Mouly Potluri and Habtamu Degufu
Corresponding Author: Rajasekhara Mouly Potluri
Submitted: 2011 June, 14
Accepted: 2011 August, 08
Published: 2011 November, 15 |
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The purpose of this research is to deduce and analyze the ethnocentric inclinations of the Ethiopian
consumers for products and services by determining the applicability of Consumer Ethnocentric Tendencies
Scale (CETSCALE). This study thoroughly reviews the existing literature on ethnocentrisms. The CETSCALE
(Consumer Ethnocentric Tendencies Scale) developed by Shimp and Sharma was adopted to measure the
magnitude of ethnocentrism in both the product and service markets. 500 questionnaires were distributed and
only 446 questionnaires were found to be useable for the analysis. Before using the CETSCALE as a measure
of ethnocentricity, the reliability of the scale was assessed. The information obtained from the sample was
analyzed by using SPSS 16.0 statistical package. The result shows that CETSCALE is a reliable instrument to
measure the ethnocentric tendencies of Ethiopian consumers. The magnitude of ethnocentrism for the sample
population indicated that Ethiopians exhibit moderate ethnocentrism. The analyses of the demographic variables
show that women are more ethnocentric than men. However, no significant relationship was found between
ethnocentrism, age, income, and educational levels. Further, consumers did not exhibit different levels of
ethnocentrism for the product and service markets in Ethiopia. This research study serves as a basis for
Ethiopian marketers to understand the ethnocentric levels of their consumers while purchasing both products
and services which are constructive to them to develop, design and modify their marketing offers. The study
is the first to investigate the ethnocentric levels of consumers for products and services in Ethiopia and also in
East Africa. Thus, it makes a significant contribution to the literature.
Key words: Consumer ethnocentrism, ethnocentrism, Ethiopia Consumer Ethnocentrism Tendencies Scale (CETSCALE), product and services markets, , ,
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Cite this Reference:
V.S. Mangnale, Rajasekhara Mouly Potluri and Habtamu Degufu, . A Study on Ethnocentric Tendencies of Ethopian Consumers. Asian Journal of Business Management, (4): 241-250.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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