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Consumer ethnocentrism and buying intentions on electronic products: moderating effects of demographics

Authors :
Md. Ashraful Alam
Debashish Roy
Rehana Akther
Rajidul Hoque
Source :
South Asian Journal of Marketing, Vol 3, Iss 2, Pp 82-96 (2022)
Publication Year :
2022
Publisher :
Emerald Publishing, 2022.

Abstract

Purpose – Consumer ethnocentrism (CE) is a matter of interest for marketers over the decades. However, buying intentions toward domestically produced household electronic products in developing and underdeveloped countries have not been examined sufficiently. Hence, this study investigated the consumers' ethnocentrism and attitude toward domestically-produced household electronic goods. The purpose of this study is to examine the influence of consumer demographic attributes on ethnocentrism and its moderating effect on choosing domestically produced household electronic goods in the context of Bangladesh. Design/methodology/approach – Primary data have been collected from a sample of 172 respondents using a mall-intercept survey. Consumers' ethnocentrism level has been measured using CETSCALE on a five-point Likert scale. ANOVA and t-test were performed to compare different demographic groups regarding ethnocentrism levels. This study also applied the qualitative method by applying a manual approach. Findings – The result shows that consumers' ethnocentrism levels do not vary with gender and income level. However, other demographic attributes, like occupation, age and education level, play a considerable role in CE tendency. Originality/value – The study is one of the few that examines the consumers' ethnocentrism and attitudes toward electronic products produced in a developing country. The researchers expect that the outcome of the study would contribute to the domestic manufacturer focusing more rigorously on producing electronic products that would be accepted locally as well as globally.

Details

Language :
English
ISSN :
27382486 and 27192377
Volume :
3
Issue :
2
Database :
Directory of Open Access Journals
Journal :
South Asian Journal of Marketing
Publication Type :
Academic Journal
Accession number :
edsdoj.9f95c356a9b742648f4307d7fa4f5eb4
Document Type :
article
Full Text :
https://doi.org/10.1108/SAJM-03-2021-0032/full/pdf