Abstract
Across the globe, xenocentrism has emerged as a critical concept for understanding the behavior of consumers towards the purchase of local and foreign products. In line with this context, and based on samples collected from Malaysia and Nigeria, this study analyzed the direct effects of xenocentrism on the buying behavior of consumers towards imported products with perceived product quality, purchase intention, and product attitude as the variables used to measure consumers’ buying behavior. XSCALE was used to measure xenocentrism, and the research model was analyzed with the partial least squares form of structural equation modeling. A total of 400 responses were gathered from Malaysia, whereas 453 responses were gathered from Nigeria. Findings from the investigation show that xenocentrism has a positive influence on perceived product quality (Malaysia = 46.7%, Nigeria = 35%), purchase intention (Malaysia = 46%, Nigeria = 47.3%), and product attitude (Malaysia = 39.2%, Nigeria = 38.4%), Based on these findings, this study concluded that xenocentrism is a valid construct for assessing the purchase behavior of consumers in Malaysia and Nigeria towards foreign products competing in their local markets. On the same note, the findings from this research can be used to develop sustainable marketing strategies suitable for xenocentric consumers across Malaysia and Nigeria (in particular), and the entire developing economies (in general).
Highlights
As marketers continue to assess the factors that influence consumers’ purchase behavior, one of the reoccurring questions is: why are some consumers content, or perhaps even excited, about the hope of purchasing foreign products, whereas other consumers, on the other hand, are resistant to purchasing foreign products? The answer to this question lies in understanding consumer centrism
Notwithstanding the increased importance of this question, studies point out that markets do not have a solid grasp of the complete array of factors that can influence the opinion consumers have about the appropriateness of buying foreign products
This forms the foundation of this present study, which seeks to compare the influence of xenocentrism on two cultures (Nigeria and Malaysia)
Summary
As marketers continue to assess the factors that influence consumers’ purchase behavior, one of the reoccurring questions is: why are some consumers content, or perhaps even excited, about the hope of purchasing foreign products, whereas other consumers, on the other hand, are resistant to purchasing foreign products? The answer to this question lies in understanding consumer centrism. It can be said that marketers are ill-equipped to answer such a vital question in the marketplace that is increasingly globalizing (Lawrence 2012). For those that prefer foreign products, this behavior is termed xenocentrism. Studies have not looked at a comparative analysis of xenocentrism across cultures in order to assess the supposedly prerogative view of generalization of cultures (Kent and Burnight 1951; Prince et al 2016) This forms the foundation of this present study, which seeks to compare the influence of xenocentrism on two cultures (Nigeria and Malaysia)
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