Understanding purchase intention towards Chinese products: Role of ethnocentrism, animosity, status and self-esteem

Ritu Narang

Journal of Retailing and Consumer Services, 2016, vol. 32, issue C, 253-261

Abstract: The Indian market has got flooded with Chinese goods that pose a great threat to indigenous businesses. Despite increase in bilateral trade, the relationship between India and China continues to be marred with suspicion, animosity and distrust. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and Chinese goods. The study examines the relationship between ethnocentrism, customer animosity, social status and personal self-esteem and their impact on purchase intention towards Chinese imports. The results indicate that the attitudes and behaviour of consumers in an emerging nation differ greatly from their counterparts in developed nations. Contrary to expectations, the relationship between ethnocentrism and customer animosity is not significant. Personal self-esteem and customer animosity impact the purchase intentions of Indians while ethnocentrism and social status do not have any such influence. The study seeks to expand the existing literature on purchase intention of foreign products and also help the marketers design their marketing mix strategies.

Keywords: Ethnocentrism; Customer animosity; Social status; Personal self-esteem; Purchase intention; Chinese goods (search for similar items in EconPapers)
Date: 2016
References: View complete reference list from CitEc
Citations: View citations in EconPapers (13)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698915301673
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:32:y:2016:i:c:p:253-261

DOI: 10.1016/j.jretconser.2016.05.010

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().