Ethnocentric Tendencies of Indian Consumers

Abstract

This study explores the ethnocentric tendencies prevalent among Indian consumers and their impact on consumer behavior. Using a mixed-methods approach, data was collected through surveys and interviews from a diverse sample of Indian consumers. The findings reveal that ethnocentric attitudes, characterized by a preference for domestic products over foreign alternatives, significantly influence purchasing decisions across various product categories. Factors such as cultural identity, nationalism, and perceived product quality contribute to the manifestation of ethnocentric tendencies among Indian consumers. Additionally, demographic variables such as age, education, and income level exhibit varying degrees of influence on the extent of ethnocentrism observed. Understanding these ethnocentric tendencies is crucial for marketers and policymakers to develop effective marketing strategies and promote domestic products in the Indian market.