Ethnocentrism among Iranian Consumer with Different Consumption Habits

by : Bahram Ranjbarian

Published on : International Journal of Marketing Studies Vol. 3, No. 3; August 2011

Abstract

This study seeks to understand consumer ethnocentrism (CE) among Iranian consumers and investigates its relationship with some consumption habits such as need for uniqueness, role-relaxed consumption, consumer susceptibility to interpersonal influence, attention to social comparison information and status consumption. The study analyzed findings gathered from 723 students of University of Isfahan. Results indicate that the consumer need for uniqueness, role-relaxed consumption and status consumption are negatively related to CE but surprisingly Consumer susceptibility to interpersonal influence was positively related to CE and relation between attention to social comparison information and CE was not significant. Also women compared with men and younger consumers compared with the elder consumers exhibit greater CE. Consumer tendency toward ethnocentrism also varies between different cultural groups.

Keywords: Consumer ethnocentrism, Consumer need for uniqueness, Role-relaxed consumption, Consumer susceptibility to interpersonal influence, Attention to social comparison information, Status consumption, Iran

1. Introduction

Globalization of economy has resulted in the increased competition among domestic and foreign  goods and services (Netemeyer, 1991). Globalization is due to a host of factors including worldwide investment, production and marketing, advances in telecommunication technologies and the internet, increases in world travel and the growth of global media (Alden, 2006). Consequently consumers are becoming more aware of products and services available throughout the world. In addition to that, consumers are increasingly exposed to products from different countries (Wong et al., 2008). In this situation international marketing researchers have long been concerned with determining whether consumers are predisposed to a preference for domestic products, as opposed to foreign products (Evanschitzky et al., 2008). It seems that in some developing countries, foreign products are evaluated positively and they are considered good potential markets for the exporting countries.

Usually in the developing countries such as Iran there are extensive policies which aim to support the domestic industries, while the markets are filled with different foreign brands. The important issue would be the . . . . . . . . .

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