SITI ZUBAIDAH BINTI NORDIN (S 38525)
2.6 CONSUMER ETHNOCENTRISM
Consumer ethnocentrism is defined as the beliefs held by customer about the appropriateness, indeed morality, of purchasing foreign-made products (Joe Lopez & Ashutosh Zunjur, 2016). This means that customer who is having that attitudes trusted that buying product from abroad is unpatriotic, causes loss of jobs and abuse the domestic country. But the study indicates that Indian consumer who are ethnocentric tend to have the positive perception of their own country and domestically (homemade product). In this case, company want to identify the ethnocentrism level by Indian consumer to buy foreign product. There are three major factor need to be consider that we want …show more content…
Relationship between age and consumer ethnocentrism
- Regarding age, the dominant view is that the older will be more consumer ethnocentrism than they younger. (Good and Huddleston, 1995)
- The study show that younger aged consumer tend to be less ethnocentrism. (Yu-Hern Chang and Chien-Hang Cheng, 2011)
- They concluded that there is a positive relationship between age and consumer ethnocentrism. (Chris D Pentz, N. S Terblanche, Christo Bushoff, 2014)
2. Relationship between gender and consumer ethnocentrism
- Found that women to be more patriotic and more patriotic consumer are less likely to buy foreign product. (Han, 1998)
- Revealed that women have higher ethnocentric scores than men. (Bruning,1997) & (Sharma et.al,1995)
3. Relationship between income level and consumer ethnocentrism
- Found that consumer were less likely to buy domestic product if they have higher incomes. (Wall and Heslop, 1990)
- When income level increase consumer’s level ethnocentrism decrease. (Wright, …show more content…
A company need to understand and do not practices and expect the other country having the same cultures with the origin cultures. If they decide on going abroad to another country, firstly adaption of culture needed to pay attention so that our product will be accepted by Host Company which is now we are targeting the Indian people. Criterion of self-reference usually acts as influencer of one culture on the actions that they will act. Individual tend to respond the situation in an approach that is relies with their culture. As example, if the food based on meat is fabricated in India, they absolutely will avoid to eat a meat because they tend to think that a meat is their god which is from a cow. Besides, they really love to eat food with vegetarian based and only eat chicken and so on except for a meat. Thus, understanding the differences of culture and likelihood of self-reference measure are crucial subject in international marketing. As our company going to another market, this are the criterion the no stress which is political and legal requirement, economic stability, market size, competitive intensity, competitive entry, entry barrier, culture and infrastructure. All of those are important of self-reference criterion to enter international marketing. I will explain a bit about the economic condition. The level of economics development
2.6 CONSUMER ETHNOCENTRISM
Consumer ethnocentrism is defined as the beliefs held by customer about the appropriateness, indeed morality, of purchasing foreign-made products (Joe Lopez & Ashutosh Zunjur, 2016). This means that customer who is having that attitudes trusted that buying product from abroad is unpatriotic, causes loss of jobs and abuse the domestic country. But the study indicates that Indian consumer who are ethnocentric tend to have the positive perception of their own country and domestically (homemade product). In this case, company want to identify the ethnocentrism level by Indian consumer to buy foreign product. There are three major factor need to be consider that we want …show more content…
Relationship between age and consumer ethnocentrism
- Regarding age, the dominant view is that the older will be more consumer ethnocentrism than they younger. (Good and Huddleston, 1995)
- The study show that younger aged consumer tend to be less ethnocentrism. (Yu-Hern Chang and Chien-Hang Cheng, 2011)
- They concluded that there is a positive relationship between age and consumer ethnocentrism. (Chris D Pentz, N. S Terblanche, Christo Bushoff, 2014)
2. Relationship between gender and consumer ethnocentrism
- Found that women to be more patriotic and more patriotic consumer are less likely to buy foreign product. (Han, 1998)
- Revealed that women have higher ethnocentric scores than men. (Bruning,1997) & (Sharma et.al,1995)
3. Relationship between income level and consumer ethnocentrism
- Found that consumer were less likely to buy domestic product if they have higher incomes. (Wall and Heslop, 1990)
- When income level increase consumer’s level ethnocentrism decrease. (Wright, …show more content…
A company need to understand and do not practices and expect the other country having the same cultures with the origin cultures. If they decide on going abroad to another country, firstly adaption of culture needed to pay attention so that our product will be accepted by Host Company which is now we are targeting the Indian people. Criterion of self-reference usually acts as influencer of one culture on the actions that they will act. Individual tend to respond the situation in an approach that is relies with their culture. As example, if the food based on meat is fabricated in India, they absolutely will avoid to eat a meat because they tend to think that a meat is their god which is from a cow. Besides, they really love to eat food with vegetarian based and only eat chicken and so on except for a meat. Thus, understanding the differences of culture and likelihood of self-reference measure are crucial subject in international marketing. As our company going to another market, this are the criterion the no stress which is political and legal requirement, economic stability, market size, competitive intensity, competitive entry, entry barrier, culture and infrastructure. All of those are important of self-reference criterion to enter international marketing. I will explain a bit about the economic condition. The level of economics development