CONSUMER ETHNOCENTRISM TOWARDS DOMESTIC BRAND: A STUDY

The purpose of this research paper is to explore and investigate the factors influencing consumer ethnocentrism and find out which factor having most significant impact along with also examines how different demographic variables related with consumers ethnocentrism. The data for this study were collected from north India (DELHI- NCR) and convenience sampling method was employed and size of data was 325 which further analyzed through SPSS 20.0. The findings of this study show that cultural openness is the strongest predictor of consumer ethnocentrism towards domestic brand while collectivism is the weakest predictor and Indian consumers are ethnocentric as well. whereas in case of demographic characteristics only gender (females) is showing significant relationship with consumer ethnocentrism while other i.e. age, education and income doesn't show significant relationship with consumer ethnocentrism. As far as limitations are concerned this study is a cross-sectional and brand selected for this study was ‘Savlon', and that is why the finding of this research cannot be generalized another brands category.