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Citation Information

Type Journal Article
Title Consumer Ethnocentrism: Tendency of Sri Lankan Youngsters
Author(s)
Publication (Day/Month/Year) 2014
URL https://www.researchgate.net/profile/A_C_Karunaratna/publication/268805678_Consumer_Ethnocentrism_Te​ndency_of_Sri_Lankan_Youngsters/links/5476bf490cf2778985b08259.pdf
Abstract
Many global marketers treat consumer ethnocentrism as an essential factor which influences
on consumer purchase decisions. Consumer ethnocentric tendencies scale (CETSCALE) is the
widely used scale to measure consumer ethnocentrism. The study focused on testing the
CETSCALE in Sri Lankan context since it has been validated in several developed economies
and developing economies. Objective of the study is to identify the impact of consumer
ethnocentrism on Sri Lankan youngsters’ purchase intention of domestic products. Gender
and household income level have been taken as control variables to the relationship between
consumer ethnocentrism and Sri Lankan youngsters’ purchase intention of domestic products.
CETSCALE measures 17 attitudes regarding consumer ethnocentrism. Variables to measure
purchase intention are product package, product knowledge, and perceived value. A survey
was employed to conduct the study and the data were collected using a structured
questionnaire from 114 youngsters. Convenience sampling was used in data collection.
Regression analysis and chi-square were used to analyze the data. Results suggest that the
relationship between consumer ethnocentrism and Sri Lankan youngsters’ purchase intention
of domestic products is positive. Lowest income level shows a significant impact on the
relationship between consumer ethnocentrism and Sri Lankan youngsters’ purchase intention
of domestic products. In Sri Lankan context male youngsters’ impact on the relationship
between consumer ethnocentrism and Sri Lankan youngsters’ purchase intention of domestic
products is stronger and significant than female youngsters. This study provides valuable
insights to domestic product producers to boost their industry.

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