Influence of Demographic Variables on Consumer Ethnocentrism: Case of Rajasthan, India

Abstract

This research will attempt to explore and analyse the belongings of several demographic variables i.e. gender, age, education level, income level, and nature of dwelling on the consumer ethnocentric tendencies among consumers of Rajasthan. Five independent variables gender, age, education level, income level, and nature of dwelling are taken to check the ethnocentric behaviour of respondents towards buying Fast Moving Consumer Goods. Respondents were approached from Jaipur, Rajasthan and 5-point Likert was used to measure the variables. SPSS version 21 was used for data analyses to instigate with the demographic profile of the respondents. The investigation of the differences between subgroups in the demographic variables was tested using independent sample T-test and one-way ANOVA. From results it was concluded that Indians above 31 years were more ethnocentric then younger generation and no significant relation was found between other demographic variables and ethnocentric tendencies of the consumer of Rajasthan.

Keywords: Consumer Ethnocentrism, Demographic characteristics – age, gender, income level, education level, Nature of dwelling

DOI: 10.7176/JMCR/55-01

Publication date: April 30^th 2019