Title: Investigating demographics and consumer ethnocentrism in a developing country: The case of South Africa
Abstract: The growth in international trade has resulted in a scenario where consumers in many countries are exposed to increasing amounts of product offerings from various countries of origin. As the origin of products might have an influence on consumer behavior, many marketers realize that extended knowledge on consumer behavior toward both domestic and imported products can be useful in the formulation of more effective marketing strategies. Past research suggest that consumer ethnocentrism can be an influencing factor in the decision of consumers to purchase locally-produced rather than imported products. While consumer ethnocentrism has been actively researched in a number of contexts and countries, research on this phenomenon has been inadequate in developing countries. The present study aims to add to the existing body of knowledge on consumer ethnocentrism in developing markets by investigating the possible relationships between consumer ethnocentrism and a number of demographic variables in South Africa.
Publication Year: 2013
Publication Date: 2013-01-01
Language: en
Type: article
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