Ethnocentrism & “Made in Tags” go Hand in Hand for Indian Youths “Cetscale Validation and Dimensionality Assessment”

Abstract

“Consumer Ethnocentrism is the meticulousness, indeed morality of purchasing foreign manufactured products”. Transnational economy creates a great pressure on marketers by mounting tough competition across the world, providing an opportunity to Indian customers to freely mobilize and have free access to overseas goods/services. In these circumstances, the topic of consumers’ ethnocentric penchant can’t be neglected. Improving the understanding of consumer’s ethnocentric belief, attitude and proclivity towards ‘in group’ and ‘out group’ product may help marketers to comprehend consumer’s purchase behavior and consequently maneuver strategic plans. However it is worth noting that the scale universally used to measure the construct is valid or not for Indian Consumers. This research addresses such an issue by validating CETSCALE in India. Data were collected from youths (Management graduates) by personally administrating the questionnaire. Analysis was done using both the latest tools that is exploratory and confirmatory factor analysis; dimensionality was assessed using causal relation with impulsiveness. Findings show that ethnocentrism of Indian consumers is multidimensional and in a stage of transition, within the country bounds result are consistent with earlier research and contrary to commonly held belief for Indian youth, ethnocentrism and favorable belief about foreign product go hand in hand.

Key Words: Ethnocentrism, Cetscale, Validation, Dimensionality, Reliability.