Understanding the Interrelationship Between Country of Origin, Ethnocentrism, and Purchase Intentions

Authors

  •   Japneet Kaur Research Scholar, University Business School Arts Block III, Panjab University, Sector 14, Chandigarh-160 014
  •   Prabhjot Kaur Research Scholar, University Business School Arts Block III, Panjab University, Sector 14, Chandigarh-160 014

DOI:

https://doi.org/10.17010/pijom/2014/v7i6/59326

Keywords:

Consumer Ethnocentrism

, Country of Origin, Purchase Intention, Indigenous Products, Foreign Brands

D12

, M00, M1, M3, M16

Paper Submission Date

, January 11, 2014, Paper sent back for Revision, April 9, Paper Acceptance Date, May 5, 2014.

Abstract

This paper has investigated the effect of consumer ethnocentrism (CE) and country of origin (COO) on purchase intentions (PI). Increasing popularity of foreign brands among Indian consumers over the last two decades created a need for this study. An empirical analysis was conducted on 100 Indian consumers residing in Tricity (Chandigarh - Mohali - Panchkula) to explore the relationship between various factors responsible for foreign brand purchase. Results revealed a negative relationship between consumer ethnocentrism and purchase intentions of foreign brands. Furthermore, significant differences were found in consumer ethnocentric tendencies across demographic variables.

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How to Cite

Kaur, J., & Kaur, P. (2015). Understanding the Interrelationship Between Country of Origin, Ethnocentrism, and Purchase Intentions. Prabandhan: Indian Journal of Management, 7(6), 37–45. https://doi.org/10.17010/pijom/2014/v7i6/59326

Issue

Volume 7, Issue 6, 2014

Section

International Business
Crossref
Scopus
Google Scholar
Europe PMC

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