Consumer Ethnocentrism, Purchase Intention and Sri Lankan Youngsters

Abstract

Purpose of doing this study is to identify the impact of consumer ethnocentrism on Sri Lankan youngsters’ purchase intention of domestic products. Further, this study attempts to identify the impact of gender and house hold income level to the relationship between consumer ethnocentrism and Sri Lankan youngsters’ purchase intention of domestic products. Since the CETSCALE is a standard scale to measure consumer ethnocentrism, it has used in this study. The scale measures 17 attitudes regarding consumer ethnocentrism. Variables to measure purchase intention are product package, Product knowledge, and perceived value. A survey was conducted to collect data with 114 youngsters. Convenience sampling was used in data collection. Regression analysis and chi-square were used to analyse the data. Findings of this study indicate 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 contrast to the other contexts, 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. Results of this study are important in managerial decision making for business organizations that produce domestic products for Sri Lankan youngsters. Domestic product marketers have the ability to apply these results in their integrated marketing communication campaigns to attract consumer ethnocentric target groups. Hence, this study provides valuable insight to domestic product producers to boost their industry.