Do young consumers buy country made products? Evidence from India

Sahil Singh Jasrotia and Surabhi Koul

International Journal of Management and Enterprise Development, 2020, vol. 19, issue 4, 378-397

Abstract: The current study is an attempt to analyse the consumer behaviour of young customers towards the Indian made products. The results clearly indicate that young consumers are rational decision-makers as price and quality still influence their decision making. However, at the same time, constructs like ethnocentrism and country of origin equally dominate the final purchase decision. Young customers get attracted to India made products and do consider them in their choice sets. The study provides researchers in understanding the role of country of origin in shaping consumers' perceptions, preferences and buying. It also lends further support to retailers in understanding the need of dealing with technology-savvy customers who are leading to high cross-shopping phenomenon.

Keywords: country of origin; COO; ethnocentrism; purchase intention; young consumers; structural equation modelling; India. (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=110830 (text/html)
Access to full text is restricted to subscribers.

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:ids:ijmede:v:19:y:2020:i:4:p:378-397

Access Statistics for this article

More articles in International Journal of Management and Enterprise Development from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().