Abstract
This research will attempt to explore and analyse the belongings of several demographic variables i.e. gender, age, education level, income level, and nature of dwelling on the consumer ethnocentric tendencies among consumers of Rajasthan. Five independent variables gender, age, education level, income level, and nature of dwelling are taken to check the ethnocentric behaviour of respondents towards buying Fast Moving Consumer Goods. Respondents were approached from Jaipur, Rajasthan and 5-point Likert was used to measure the variables. SPSS version 21 was used for data analyses to instigate with the demographic profile of the respondents. The investigation of the differences between subgroups in the demographic variables was tested using independent sample T-test and one-way ANOVA. From results it was concluded that Indians above 31 years were more ethnocentric then younger generation and no significant relation was found between other demographic variables and ethnocentric tendencies of the consumer of Rajasthan. Keywords : Consumer Ethnocentrism, Demographic characteristics – age, gender, income level, education level, Nature of dwelling DOI : 10.7176/JMCR/55-01 Publication date : April 30 th 2019
Highlights
Year 1991, witnessed a major change in Indian Economic scenario, wherein liberal trade policy, opened Indian economic borders for foreign investments
2.3 Significance of study So far very few studies have been undertook on identifying effect of demographic antecedents on consumer ethnocentrism of Indian consumers and almost negligible on the Rajasthan State, this study will examine the effect of demographic variables like age, gender, education, income and nature of dwelling on consumer ethnocentric tendencies among consumers of Rajasthan
Significance value (2-tailed) for t-test for Equality of Means is greater than 0.05. It indicates that there is no significant relation between Gender and Consumer Ethnocentrism
Summary
Year 1991, witnessed a major change in Indian Economic scenario, wherein liberal trade policy, opened Indian economic borders for foreign investments. Starting with America, this instrument has measured the purchase behaviour of the consumer world over, studying the different product lines like mobile phones, home entertainment appliances, alcohol products, clothes and furniture etc. While all these studies focused on “Made-in” dimensions, this research paper had focused on “ownership” of the product. 2.3 Significance of study So far very few studies have been undertook on identifying effect of demographic antecedents on consumer ethnocentrism of Indian consumers and almost negligible on the Rajasthan State, this study will examine the effect of demographic variables like age, gender, education, income and nature of dwelling on consumer ethnocentric tendencies among consumers of Rajasthan
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