Ethnocentrism and country of origin

Companies which price these goods lower may achieve greater volume; maximizing profitability. It is proposed that a portion of the COO effect may be due simply to a desire by people to distinguish their group from others when they are in a purchase situation. This shows a decreased sensitivity to price for respondents high on consumer ethnocentrism, while respondents low on consumer ethnocentrism are sensitive to small changes in price.

Additionally, actual examples of identical Mexican and American made mouse pads, and a very similar differed in color Canadian-made mouse pad were located, indicating that the product choice was realistic.

In the case of purchasing decisions, one of the major changes in the way products are supplied is in the globalisation of production. In terms of socio-demographics, Camarena et al found that younger members of the community are more likely to be accepting of new products and types of cuisine than their older counterparts.

There were seventy four respondents. Ethnocentric foreigners hold significantly more favorable a quality evaluations and b purchase intentions toward the reduces of their home and host countries relative to foreign products, regardless of the economic standing of foreign countries I.

Consumer ethnocentrism

Sumner relied on observing the tendency for people to differentiate between the in-group and others, disseminating it in his work Folkways. Indeed, there is evidence from psychological studies which suggests that males find ways to value their in-group higher than those of an out-group Sherif, Therefore, it may be the case that levels of education and income in the female population is likely to have a substantial impact on the ratio of domestic to foreign goods and attitudes towards them.

The Canadian respondents for this survey were students from two classes of undergraduate marketing courses at a central Canadian university. Journal of Marketing Research, 26 5The results suggest that the level of consumer ethnocentrism is low among Romanians, but they do exhibit certain animosity tendencies towards Russia and Hungary with substantive demographic differences identified.

Further, an analysis of variance indicates insignificant U. Internet usage in Sri Lanka has increased from 0. However, it should be reiterated that this result is highly dependent upon the product being a mundane, low involvement product.

An examination of the overall group utilities of the conjoint portion of the study show that there is, again, a significant country effect see Table 2. Journal of Marketing Research, 37 3Since the first academic study of the subject by Schooler research in the COO effect has been voluminous.

Social Identity Theory Social identity theorists posit that the self-concept is made up of two distinct aspects; the personal identity and the social identity Tajfel ; Turner However, there has been little theoretical development for a review, see Samiee However, since people are accustomed to their native culture, it can be difficult for them to see the behaviors of people from a different culture from the viewpoint of that culture rather than from their own.

There were one-hundred fourteen U.

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Quantitative data collection method applied on Romanian consumers, with a sample consisting of respondents, living in Bucharest, answering a tested self-administered questionnaire based on the CETSCALE. As was discussed in the literature review, defining a country of origin for many products can be difficult, given the practice of outsourcing manufacturing processes.

Therefore, it is possible that levels of ethnocentricity in food consumption may be at least partly a lack of confidence in being able to cook it.

Finally, on other occasions it has been found to be an effective means of eliciting the COO effect without biasing the respondent Johansson, Douglas and Nonaka It is likely that the same phenomenon occurs when there is a perceived threat to the economic well being of the nation.

Since then the brand has become part of the John Keells Group which is a publicly owned company floated on the Sri Lankan stock exchange John Keells Annual Report, This suggests that assertions that ethnocentrism is positively correlated to cognitive or intellectual weakness are still under debate.

Since there is a significant difference in utilities placed on U. Nagashima, Akira"A Comparison of U. However, the country still faces political challenges, with some commentators suggesting that a dictatorship may be in place in the future. While not universal, the home country bias has often been noted see Samiee for a review.

Ethnocentrism And Country Of Origin Essay

Other versions have been used with success, including a version used by Klein with just four items that was found to have a. Understanding consumer animosity in an international crisis: The positive utility for the Canadian product and the negative utility for the Mexican product was expected.

International Journal of Research in Marketing, 21, In Turkey, patriotism was found to be the most important motive for consumer ethnocentrism Acikdilli et al.

Whereas ethnocentrism tends to view the purchasing process from the point of view of the producer, localism has emerged from the point of view of the consumer. The product chosen to be tested is very important. In the belief that consumer tastes were becoming more homogenous globally, many companies have attempted to play down the country of origin of production, focusing instead on the universal nature of the brand Alden et al, Therefore, it could be argued that increased levels of ethnocentric purchasing in particular geographic areas may be associated with outsourced production employment, the experience of fluctuations in local employment prospects in manufacturing domestic products, or even corporate social projects in the area.

Country-of-Origin Perceptions, Consumer Ethnocentrism, and Product Evaluations in the Indian Market the relationship among consumer ethnocentrism, country-of-origin perceptions, and product A product’s country-of-origin (COO) is an informational cue which, like other informational cues such as.

The impact of consumer ethnocentrism, brand, quality and country of origin were investigated in a multi cue experimental context.


The experimental design was 4×2×2×2 between subject factorial with four levels of country of origin (a domestic nation, a well known high quality producer nation, a. Consumer ethnocentrism specifically refers to ethnocentric views held by consumers in one country, the in-group, towards products from another country, the out-group (Shimp & Sharma, ).

Consumers may believe that it is not appropriate, and possibly even immoral, to buy products from other countries. The country of origin, as an information cue, activates various ethnocentric or not beliefs and the antecedent knowledge of consumers, which subsequently affect the interpretation and evaluation of product attributes.

Country of origin, ethnocentrism and bicultural consumers: the case of Mexican Americans Mohammad Ali Zolfagharian The University of. Country-of-origin generally refers to the manufacturing country of a product (Ha-Brookshire & Yoon ).

Samiee () defines the country-of-origin effect as a positive or negative influence of the country-of-manufacture on .

Ethnocentrism and country of origin
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Consumer ethnocentrism - Wikipedia