Exploring how the individual consumer may resist toward foreign products: a qualitative research

The aim of this paper is to explore the ways by which Tunisian consumers may resist toward foreign products. The results obtained by inductive thematic analysis of 14 in-depth interviews present a new classification of consumer resistant behaviors within three main categories according to logical similarities between extracted themes and codes: basic, escalatory & compensatory groups. Two major types of relations were found between the three extracted themes in either progressive or synchronic associations. Results were discussed and future implications were assessed.