Examining Factors Affecting Consumer's Attitude towards the Imported Decorative LED Lighting Products in India

Abstract

The purpose of this research is to explore the factors that affects the buying attitude of consumer towards imported goods in National Capital Region of India and to measure the impact of those factors on consumer's purchase intent towards imported decorative LED lightning products. Through literature review, factors were explored and finally two factors i.e Country of origin and Consumer ethnocentrism were shortlisted for measuring their impact on purchase intent towards decorative LED lights. Data for the study were collected through an online survey of 122 consumers in NCR region, India. Consumer Ethnocentrism was measured by CETSCALE and Country of Origin was measured by questionnaire designed by Lascu and Babb (1997). Further data was analysed through factor analysis for each statements of questionnaire. The findings show that the consumers are impartial towards the country of origin information and not highly ethnocentric means they are quite liberal towards acceptance of imported decorative LED lights. It would be beneficial for marketers to focus on product quality, price, technological innovations and other qualities instead of country of origin information and ethnocentrism. These findings provide useful market intelligence for marketing strategists targeting metropolitan cities in India, but must be generalized with caution as same cannot be applied for every city.