A STUDY OF ‘PATRIOTISM’ AND ‘ETHNOCENTRISM’ FOR ‘SMARTPHONE’ PURCHASE IN INDIA WITH REFERENCE TO JHANSI
Keywords:
Patriotism, Ethnocentrism, Product Features, SmartphoneAbstract
With ‘Make in India’ initiative at national level, encouragement is given by government for local or domestic investment and manufacturing. Smartphone industry is growing with huge pace. The primary aim of this research is to evaluate the influence of Patriotism and Ethnocentrism on consumer behaviour through purchase intention for Indian brand smart phones in Jhansi (India). Also to figure out the impact of brand name, social influence and product features on intention to use Indian brand smart phones in Jhansi (India). PLS SEM (Partial Least Square Structural Equation Modelling) is used to study affiliation among above mentioned Latent Variables. Among all the factors under study, ‘Patriotism’ and ‘product features’ came up as significant for purchase intention of Indian smart phone. This research is one of initial attempts to establish relationship between Patriotism and Ethnocentrism and purchase intention for Indian Smartphone in Indian market. This paper gives base to new Indian companies for strategizing their product for Indian market and established companies to rethink about their product positioning.
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