Indian Perception and Willingness to Buy Indian Brands: The Role of Ethnocentrism and Animosity

Abstract

Indian goods have invaded the Indian market, leading to a serious confusion to local enterprises. Despite increased sentiment, Indian product and India's consumer relationship remains tainted by suspicion, antagonism, and distrust. As a result, it's important to know how buyers discriminate between domestic and foreign items. The impact of ethnocentrism, customer antipathy, socioeconomic standing, and personal self-esteem on purchase intention toward Indian products is investigated in this study. The findings show that consumers in developing countries have very different views and behaviors than their counterparts in rich countries. The link between ethnocentrism and consumer resentment is not as strong as one might think. Indians' buy intentions are influenced by their personal self-esteem and customer animosity, while ethnocentrism and socioeconomic class play a role. Status, on the other hand, has no such effect. The goal of the study is to add to the current knowledge on foreign product purchase intentions and to assist marketers in developing marketing mix tactics. Keywords: Brand image, Brand loyalty, Consumer ethnocentrism, Consumer animosity, Product judgment