Article | Open Access | Published: 2 December 2014
Consumer Ethnocentrism and Willingness to Buy: Analyzing the Role of Three Demographic Factors in Karachi
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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 0.05 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
Publisher:
ILMA UNIVERSITY
Published:
2 December 2014
Issue:
Issue 2 : Volume 10
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.