Consumer Ethnocentrism and Its Antecedents: 
An Exploratory Study of Consumers in India

DOI 10.14707/ajbr.130001

Sanjay K. Jain
University of Delhi
Reetika Jain
University of Delhi

With dismantling of trade barriers as part of liberalisation and globalisation processes
initiated during the last two decades, it is no longer a daunting task for the foreign
firms to make an entry into international markets. However, what still continues to
remain a major challenge is gaining consumer acceptance of foreign products.
International marketing literature posits consumer ethnocentrism as a key factor
affecting adversely consumer evaluation and purchase of foreign products. Present
study is an attempt to investigate consumer ethnocentrism and its antecedents in the
Indian context.

Though the surveyed consumers in overall terms are found to be only
moderately ethnocentric, significant differences are discernible in their ethnocentric
tendency across socio-psychological and demographic characteristics. Based on study
findings, the paper spells out strategy implications to the international marketers in
gaining acceptance of their products among different consumer segments and
provides directions for future researches.

Keywords: International Marketing, Consumer Ethnocentrism, CETSCALE,
Antecedents, Indian Market



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