Consumer Ethnocentrism: A Case of an Emerging Economy

Consumer ethnocentrism means ¿¿the appropriateness, indeed morality of purchasing foreign-made products.¿ Today, when the Indian consumers have great access to foreign goods and the Indian manufacturers are facing increasing competition from foreign products, the neglect of this topic in India is hard to explain. The CETSCALE, a scale to measure consumer ethnocentrism, has been tested in many parts of the world. Extant literature shows that the concept of consumer ethnocentrism in India is not conceptually equivalent to the concept of consumer ethnocentrism prevailing in other countries for instance USA, where it was found to be uni-dimensional. In India, this concept has more nuances. This research aims to examine the following in a multi-stage level: (a) psychometric properties of the CETSCALE, (b) level of consumer ethnocentrism among students in India, and (c) the relationship of socio-demographic variables and quality consciousness with consumer ethnocentrism.