The role of consumer ethnocentrism in purchase decisions

Title

The role of consumer ethnocentrism in purchase decisions

Creator

Goel, Saranya; Giri, Pratibha; Sharma, Vaibhav

Description

Consumer ethnocentrism means consumers have propensity to give preference to products made in their country of residence and it has a major impact on consumer behaviour. This chapter examines the causes of consumer ethnocentrism with focus on patriotism, animosity, consumer affinity and other factors. This paper also analyses the moderating roles of product necessity and product knowledge on ethnocentric tendencies. Theoretical implications for marketers are explored and possible solutions for the consumer ethnocentric issue that marketers might employ segmentation, positioning, and communication strategies. This chapter found that consumer ethnocentrism is an important variable that global marketers need to consider when managing brands and entering international markets. 2025, IGI Global Scientific Publishing.

Source

Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing;pp.427-451

Date

01-01-2025

Publisher

IGI Global

Coverage

Goel S., Christ University, India; Giri P., Christ University, India; Sharma V., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836939124-2; 979-836939122-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-9122-8.ch019

https://www.scopus.com/pages/publications/105002941961?origin=resultslist