Consumer ethnocentrism in developing countries: Application of a model in Zimbabwe

Francois Du Toit,Charles Makanyeza

doi:10.4102/ac.v17i1.481

Abstract

Orientation: The study focused on the application of a model of consumer ethnocentrism in Zimbabwe, a developing country.Research purpose: The study sought to determine the effect of consumer ethnocentrism on consumer attitude, to determine the effect of consumer attitude on purchase intention and to establish the moderating effects of gender, age, education, income, ethnic grouping and city of residence on the effect of consumer ethnocentrism on consumer attitude.Motivation for the study: Research on consumer ethnocentrism in developing countries is still in its infancy. There is a need to conduct more research on consumer ethnocentrism in developing countries in order to enhance an understanding of this important construct in international marketing.Research design, approach and method: The study uses a cross section of 289 consumers from Harare and Bulawayo, the two largest cities in Zimbabwe. Structural equation modeling and moderated regression analysis were conducted to test the research hypotheses.Main findings: The study found that consumer ethnocentrism has a negative effect on consumer attitude, and consumer attitude has a positive effect on purchase intention. None of the demographic variables was found to significantly moderate the effect of consumer ethnocentrism on consumer attitude.Practical and managerial implications: Marketers who intend to expand into developing markets such as Zimbabwe are advised to consider consumer ethnocentrism and attitudes towards foreign poultry products. Firms targeting foreign markets where consumers are ethnocentric, such as in Zimbabwe, are advised to set up manufacturing facilities in such countries instead of exporting.Contribution and value-add: The study enhances our understanding of consumer ethnocentrism in developing countries where research on consumer ethnocentrism is still in its infancy.

Highlights

Globalisation has resulted in increased movement of goods and services across national boundaries
This implies that, in this study, gender, age, education, income, ethnic grouping and city of residence did not moderate the effect of consumer ethnocentrism on consumer attitude towards imported poultry meat products
The study sought to determine the effect of consumer ethnocentrism on consumer attitude towards imported poultry meat products, to determine the effect of consumer attitude on purchase intention towards imported poultry meat products and to establish the moderating effects of consumers’ demographics on the effect of consumer ethnocentrism on consumer attitude

Summary

Introduction

Globalisation has resulted in increased movement of goods and services across national boundaries. Consumers all over the world have had more access to various products from other countries than ever before. This development has paved the way for increased global competition among firms (Chowdhury 2013; Tsai, Yoo & Lee 2013). The sector has witnessed a massive movement of products across national boundaries. The need to survive in this international competitive environment has spurred firms to increase their focus towards understanding the behaviour of consumers in target markets, paying particular attention to consumer ethnocentrism (Chowdhury 2013; Tsai et al 2013). An understanding of the behaviour of consumers in foreign markets is important in that it helps marketers to design effective marketing strategies

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