|
Abstract
|
Article Information:
Customers’ Attitude and Perception about Ethnocentrism-application of Consumer Ethnocentrism Scale (CETSCALE)
R. Renganathan, A.K.S. Sukumaran and S. Balachandran
Corresponding Author: R. Renganathan
Submitted: October 29, 2014
Accepted: December 27, 2014
Published: April 05, 2015 |
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.
Key words: Buying decision, CETSCALE, Consumer behaviour, ethnocentrism, foreign and domestic products, ,
|
|
Abstract
|
PDF
|
HTML |
|
Cite this Reference:
R. Renganathan, A.K.S. Sukumaran and S. Balachandran, . Customers’ Attitude and Perception about Ethnocentrism-application of Consumer Ethnocentrism Scale (CETSCALE) . Research Journal of Applied Sciences, Engineering and Technology, (10): 807-812.
|
|
|
|
 |
ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
 |
| Information |
|
|
|
|
| Sales & Services |
|
|
|
|
