Study of Purchasing Attitude with reference to Consumer Ethnocentrism
Published: 2021
Author(s) Name: Shaileshkumar Jausukhbhai Limbad and Vinod B. Patel |
Author(s) Affiliation: Sh. J. D. Gabani Comm. College & Shree SAS College of Mgt. affil. to Veer Narmad South Gujarat Univ.
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Abstract
Purpose: Main objective of this research paper is to study of purchasing attitude
with reference to consumer ethnocentrism in Surat region.
Design: This research design is descriptive using a non-probability convenience
sampling method. Survey was conducted on a sample of 250 consumers through
developing online structured questionnaire.
Findings: Majority of consumers are more likely to consider the image of the
country of origin when making purchasing decisions. Price, quality, ease of
availability, availability of after sales services and previous experience were
affecting purchasing decisions.
Research limitations/implications: With this study researcher tried to establish a
relationship between consumer ethnocentrism attitude and demand for domestic
products.
Contribution and value-add: This study would enhance consumer ethnocentrism
attitude where research on consumer ethnocentrism is still not popular. The
research study attempts on the background to develop positive attitude towards
domestic goods or “local for vocal” theme in India.
Keywords: Consumer ethnocentrism, CETSCALE
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