Assessment of ethnocentric behaviour of customers and their preference among domestic or international products

Abstract

Ethnocentrism is nowadays getting due attention by researchers. This research is conducted aiming at achieving four objectives. Identification of main factors customers consider while buying footwear products and determination of ethnocentric behaviour of customers are two of the objectives. The other objectives are determination of attitude of customers towards international footwear products and their preference among domestic and international footwear products. To achieve these objectives data has been collected from 438 customers, targeted using convenience sampling technique, using self-administered questionnaire. Descriptive statistics and logistic regression model are used to analyze the collected data. And it is discovered that all the explanatory variables including price of the product, durability of the product, attractiveness, ease of care, fashionability of the product, quality of product, brand name of the product as well as design of the footwear product have positive and significant impact on customers’ attitude towards international footwear products. Furthermore, it is found that customers have positive attitude towards international brand footwear products; and they are also found to prefer international products to domestic footwear products. The customers consider different issues while purchasing footwear products, which might affect their preference and attitude among international and domestic products. The main factors include quality of product, the price of the product, the durability of the product, and the quality as well as design of the products.