CONSUMER ETHNOCENTRISM AND WILLINGNESS TO BUY: ANALYZING THE ROLE OF THREE DEMOGRAPHIC FACTORS IN KARACHI

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Volume 10 Issue 2 2014

Author(s):

Rajkumar Lohano
IQRA University, Karachi.
rajkumar1986@hotmail.com

Shuaib Ahmed
Institute of Business & Technology, Karachi.
Shoaib.ahmed@ibt.edu.pk

Badar Zaman Qureshi
IQRA University, Karachi.
badarzamanqureshi@gmail.com

Furqan-Ul-Haq Siddiqui
Institute of Management Sciences, University of Balochistan, Quetta.
furqan.ul.haq@gmail.com

Abstract This research study was conducted to empirically explore that ethnocentrism and willingness to buy are associated with three demographic factors prevalent in Karachi Pakistan. The data comprised 250 respondents being urban, educated, and belong to the different organizations operating in Karachi. The data was collected through a structured and self-administered questionnaire. Independent t-test and simple linear regression were used to test the hypotheses. Results showed that aged male & female and low-income groups are more ethnocentric and willing to buy locally made products as compared to young, high-income groups. Findings of simple linear regression showed that all the variables statistics are significant at .05 level. This significance showing that there is a significant and positive impact of consumer ethnocentrism on willingness to buy. The research provides an insight into consumer behavior in Pakistan enabling local and multinational organization for long term strategy development & implementation as per this study.
Keywords Consumer ethnocentrism, Willingness to buy, Karachi.
Year 2014
Volume 10
Issue 2
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification -
DOI http://dx.doi.org/10.46745/ilma.jbs.2014.10.02.09
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Manuscript Processing Blind Peer Reviewed
Format PDF
Paper Link http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/10.2/9.%20Consumer%20Ethnocentrism%20and%20Willingness%20to%20Buy%20Analyzing%20the%20Role%20of%20Three%20Demographic%20Factors%20in%20Karachi.pdf
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