Influence of Consumer Ethnocentrism

INFLUENCE OF CONSUMER ETHNOCENTRISM IN INDIA

Introduction

Over the past forty years, a large number of studies have found that consumers’ product evaluations and buying intentions are related to the country of origin of the products. A product’s origin indeed affects the way it will be perceived by consumers and the extent to which it will be preferred when it comes to making a buying decision. This escalation could be attributed to a multiplicity of factors: advances in communication, information, and transportation technologies; a shift toward market economies; privatization and deregulation in the emerging markets; emergence of the global consumer; availability of transnational media; and proliferation of global products. Several studies have been conducted on consumer ethnocentrism in developed and developing countries. Lately, similar attempts have been made in respect of Indian consumers too. India has a huge population of more than a billion people, next only to China. The per capita GNP is $ 460, with significant deviation. The literacy rate stands at forty two per cent. It offers an exciting opportunity to marketers in terms of market size to understand specifics of consumer behaviour.

Looking at the encouraging sales figures and a promising future for Indian made products, the researchers have conducted an extensive survey among the people in the city of Kolkata (both male and female) who can afford these products and are within the age group of eighteen to thirty years.

This research will be giving a complete analysis of the consumer behaviour while buying these products and also finding out how satisfied the consumers are with these products and why they prefer them to regular clothing and accessories like those sold at retail outlets like Catwalk, Warden Apparel etc.

The importance of consumer attitudes towards products and classes of products in determining purchase behaviour is well established. The bias of consumers towards domestic goods,...