Abstract
Multinational Companies (MNCs) are expanding their business to maintain the growth rate. Many developing countries like India are welcoming the MNCs to grab the benefits like foreign investment, advanced technology, proper utilisation of natural resources, employment etc., to name a few. MNCs like Nestle, CocaCola, Procter and Gamble, Ranbaxy Laboratories, and Pepsico have spread their business in India in food processing, beverage, consumer goods, pharmaceuticals, and food and beverage. The products of these MNCs are now challenged by Patanjali’s “Swadesi aur Sudh” products. This study investigates the effects of economic animosity, ethnocentrism, and price on consumers’ purchase decisions of the middle-aged service class.
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