Abstract

In the Liberalized, Privatized and Globalized environment marketers have to understand the importance given by the customers in their purchasing process for domestic and foreign made products. Consumer ethnocentrism is very important in the consumer purchase decision making process. Consumers during the course of their purchase may give importance to whether the products are manufactured domestically or from other country. Objective of this study is to find out the customers opinion about the various features of ethnocentrism. Customers’ perspective about foreign made products and products made in India were also studied. CETSCALE proposed by Terence and Subhash (1987) with some changes was used for primary data collection. Five hundred and forty four customers from Trichy and Thanjavur area were included for this survey. Results showed that reliability of the ‘Consumer Ethnocentrism’ scale was good and significant associations were there between age and place of residence of the customers and their opinion about ethnocentrism. Findings and suggestions of this study will be useful for the marketers to understand about the level of importance given by the customers for Indian made products and foreign products.

Keywords:

Buying decision, CETSCALE, consumer behavior, ethnocentrism, foreign and domestic products,

References

Competing interests

The authors have no competing interests.

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Copyright

The authors have no competing interests.