Abstract
The aim of this study is to examine the effects of animosity on consumer’s willingness to buy foreign products. Animosity can be a vital force to decide whether to buy a foreign product or not. This research paper is about measuring and quantifying the animosity of people of china towards Japanese products in general. Additionally, it is quite evident from previous researches, that people of china have a special grudge against Japanese, after world war II. Previous studies in this regard were conducted in one or few cities of china, this research aimed to collect data from multiple cities, in order to generalize the concept. To discuss in detail, whether people from different parts of china consider this animosity against Japanese products or not. In addition, this study also highlighted a new construct i.e. perceived quality. What will happen if a Chinese consumer have to decide between animosity and better quality of Japanese product? To conduct this investigation, the study is undertaken in China where the Chinese consumers’ animosity towards the Japanese was examined. The data with a usable sample size of 435 were collected in the Chinese city of Nanjing. Findings of the study revealed that, people in china still have high level of animosity towards Japanese products. And even at times, products with high quality are being ignored because of its Japanese background. Most important and consistent to current literature, results showed that, consumer animosity as a higher order construct which is indicated by economic animosity and war animosity. Those parts of china where we found an extreme animosity, ethnocentrism couldn’t play a significant role to affect the other constructs in the animosity model. Animosity can be a result of any event or mishap, but will it stay the same after so many years? irrespective of the quality of product, this is what, this paper tends to highlight.
Highlights
In the recent studies consumer animosity is considered as an important element for customers decision making
Many of researchers have highlighted this thing that animosity plays an important role in consumer’s decision making, but there hasn’t been lot of work done in the area hybrid products and animosity
It may not be wrong to comment that Chinese consumers are not willing to buy foreign products when they think they got good quality local or domestic products
Summary
In the recent studies consumer animosity is considered as an important element for customers decision making. The concept of animosity is basically drawn from sociology, which is called antipathy (anger) due to previous or ongoing tensions among the different countries, like political, social, economic, religious, military and diplomatic events that can effect consumer’s decision to buy those products (Klein, 2002). These antipathies are specific to a country and in many instances it leads to the customers not to buy a product of that country, and even they can boycott those products as well which are from that country (Klein, 2002). Many of researchers have highlighted this thing that animosity plays an important role in consumer’s decision making, but there hasn’t been lot of work done in the area hybrid products and animosity
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
