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Local vs. foreign made : are Malaysian etnocentric?

Bojei, Jamil and Alwie , Aryaty and Awang Tuah, Siti Normah and Ahmad, Maisarah (2010) Local vs. foreign made : are Malaysian etnocentric? The IUP Journal of Marketing Management, 9 (3). pp. 6-23. ISSN 0972-6845

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The purpose of this study is to examine the effect of consumer ethnocentrism on attitudes toward foreign products among consumers in Malaysia. Self-administered questionnaires were developed and distributed based on convenient sampling. Measures were adopted from previous literatures. The higher the consumer ethnocentric tendencies are, the more reluctant they are to purchase foreign products. Consumers who are high in ethnocentric tendencies show less sense of global openness. This study contributes towards the consumer ethnocentrism literature as the findings did concur with findings from western samples. As reflected in the Malaysian consumers’ sample, strong ethnocentric sense was accounted for but traded off by the lack of sense of global openness.

Item Type:Article
Subject:Consumer behavior - Malaysia.
Faculty or Institute:Faculty of Agriculture
ID Code:17723
Deposited By: Norhazura Hamzah
Deposited On:08 Dec 2011 14:21
Last Modified:01 Sep 2015 11:07

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