What is consumer ethnocentism?

Consumer ethnocentry is a psychological concept that refers to individuals who believe that their country's products are better than products of other countries. This concept also describes consumers in one country because they think that the purchase of products in other countries is immoral or inappropriate because it is non -patiotic. It is a common belief between groups that show signs of consumer ethnocentism, that the purchase of products produced abroad means not to support the economy and the labor market in the home country.

businesses often study consumer ethnocentism in order to develop strategic marketing plans to enter new foreign markets. By understanding the attitudes and beliefs of foreign consumers, the company can better stand up in a more positive light. For example, an enterprise entering a market that shows that consumer ethnocentism may want to include in their advertisements that purchases means supporting their country because the company has a local office by employing its sousEdů.

The characteristics of countries with consumer ethnocentism include foreign goods skepticism, strong patriotism and high availability of domestic brands. If consumers believe that foreign goods are generally lower than their own domestic goods, it will be less likely to support foreign brands. These consumers are also aware of economic conditions and want to support local jobs and businesses by not buying objects that take their money outside the country. If there are no local brands to satisfy the need, consumers will buy foreign goods until their needs are met.

types of countries that are likely to develop consumer ethnocentism, include small countries with hostility to larger countries, a country with a low level of exposure to other cultures and those with low levels of domestic alternatives. A small country thatThey have an expansion, for example, the struggle with external countries through political, military and social events is more likely to transfer these negative feelings to the market when the time comes to purchase. In addition, if the country is more isolated without much exposure to other cultures, it will be more skeptical and less likely to buy an external brand. If people feel as if they have no choice but to buy foreign good, because it is not available at the local level, but reluctantly do so.

Based on the general theory of ethnocentism, consumer ethnocentism is specific to the consumers of a particular country. Ethnocentism concerns the general groups of people where it exists in a group and "outside the group". Regarding consumer ethnocentism, "in the group" is a home country and "outside the group" are foreign countries. In 1987, Terence Shimp and Subhash Sharma first recognized consumer ethnocentism and created Cetscale to measure its levels in different numbers.