Consumer’s Ethnocentricity in Respect to Local and Foreign Brand Preference: An Empirical Research Study in Islamabad, Pakistan

Khubaib Azhar, NainTara Sarfarz Raja


This study investigated the impact of consumer ethnocentricity of local and foreign brands preference. Data was collected from Islamabad and Rawalpindi respondents. By using convenient sampling, 300 questionnaires were floated and response rate was 84.3%.  Regression and correlation was used to analyze the results. The local brands preference has significantly positive relationship with consumer ethnocentricity while foreign brands preference has significantly negative relationship. The results concluded that people preferred local brands as compare to foreign because of their economical and affordable prices. The major limitation of the study is time constraints that is why we collected the data from twin cities of Pakistan.

Keywords: Brands, Consumer ethnocentricity, Foreign, Local, Preference.

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