ANALYZING THE ETHNOCENTRIC BEHAVIOR OF CONSUMERS FOR FMCG PRODUCTS IN PUNE CITY

India witnessed an ace position in the world market in the good old days and was called as a golden sparrow. The unbritish rule led the poverty to India whereas its manufacturer status was changed to a market to the MNCs world over .The new economic policy was supportive to the aforesaid scenario. Conventionally, marketing too was production based where dumping the products was the main motto. But new era believes customer as a king. This emerged the need to understand the consumer psychology. The consumer behavior is dependent upon numerous variables which range from the psychological, economic, social political aspects. Indian consumer has also changed over the years initially he was ethnic, then he was forced to buy the foreign products, then he had witness the Brand wars and now the last two decades Indian consumer has been deliberately choosing the domestic products over the foreign ones owing to the indigenous options that are available in the market meeting his requirements. This urges the researcher to once again check the ethnocentric tendencies of the Indian consumer.