Resumen de A Relationship Between Ethnocentrism and Purchase Decision Pattern of Consumer in Chennai City

T. Charulakshmi, M Chandran

• Purpose: This research aimed to find out what causes consumer ethnocentrism. In addition, the study will look into the relationship between ethnocentrism and consumer purchase patterns in Chennai.

    Theoretical Framework: Consumers are increasingly confronted with a wide selection of home and foreign products as marketplaces become more globalised. Consumer ethnocentric attitudes are one factor affecting the purchase of domestic versus international products.

    Design/Methodology/Approach: A total of 139 consumers in Chennai were polled in this face-to-face study. Correlation and regression tests were used to analyse the data.

    Findings: Consumer ethnocentrism is most strongly predicted by the factor 'prejudice.'   Research, Practical & Social Implications: According to the study, consumer ethnocentrism significantly and positively impacts customers' purchasing decision patterns.

    Originality/Value: To develop successful marketing tactics inside and outside national borders, marketers must comprehend consumers' ethnocentric tendencies. The study's findings will also help marketers create and tailor their own strategic initiatives for the home market. The results of this study suggest that customer ethnocentrism and consumer shopping habits in Chennai are related.