Effect of Consumer Ethnocentrism and Country-of-Origin Image : An Overview of Bangladeshi Consumers’ Perception Towards Foreign Banks

Survival of any business depends on its customers' acceptability. Due to increased globalization the customer base is not limited to domestic market but also international market. This requires managers to have better insight about consumer perception and behavior to predict the foreign market entry acceptance. Among many variables ethnocentrism and country of origin are two variables that worry many marketers for having influential effect on consumer perception. Although, many studies concentrated on consumer ethnocentrism and country-of-origin cues for product base but very few research has been carried out to analyze its effects on services. The target of this research paper is to measure intensiveness and effects of ethnocentrism and country-of-origin image towards foreign brands in Bangladesh market. A thorough literature review has been done to identify the main determinants of ethnocentrism and country-of-origin image. Qualitative approach was employed in this research work by interview to gain understanding about consumer perception towards foreign and domestic services. This research contributes to the area of marketing by providing useful insights about the key determinants, namely country-of-origin image and ethnocentrism, which affect foreign-service quality evaluation and purchase. It also offers recommendations for practitioners and limitations to be avoided in future research