Consumer Ethnocentrism and Chinese Products Evaluation
Keywords:
product evaluation, globalization, mobilityAbstract
We are living in an environment where there has been a great change and consumers have also taken their shares from them, especially globalization, mobility in the world, and events like the September 11th attack have some effects on consumers’ attitudes. The concept of “consumer ethnocentrism” and its impact on product evaluation comes to mind. In this study, we will try to evaluate the Indian consumers’ ethnocentric tendencies for Chinese products.
Ethnocentrism is the tendency to look at the world primarily from the perspective of one's own culture and defined as the viewpoint that “one’s own group is the center of everything,” against which all other groups are judged: (http://en.wikipedia.org/ wiki/ Ethnocentrism 9/26/2007).
Ethnocentrism the feeling that one's group has a mode of living, values, and patterns of adaptation that are superior to those of other groups. It is coupled with a generalized contempt for members of other groups:(http://www.encyclopedia.com/doc/1 E1 -ethnocen.html).
Consumer ethnocentrism (CE) strives with a specific evaluation of foreign products. These products are evaluated favorably or unfavorably based on consumer’s home country or the country the consumer has an identity towards (Lundstrom, Lee and White, 1998).
The objective of this paper will be to recognize the Indian consumer’s ethnocentricity level in their purchasing behaviors towards the factors they pay attention to when purchasing domestic or Chinese goods and products, and to exhibit the relationship between their purchasing behaviors. The research will be limited to the consumers of Mohali (Punjab).
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