Effect of Country-of-Origin and Ethnocentrism on Consumer Cognitive Processing in India

The authors in this study have measured and compared the extent of consumer ethnocentrism across different socio-demographic groups; the relationship of consumer ethnocentrism with different demographic variables; and the effect of country of origin on the perceptions, evaluations and likeliness of purchase of foreign products by Indian university students. The findings show that the Indian university students have CETSCORES lower than college/university students in most parts of the world, viz. Czech Republic, Estonia, and Poland and also the US. The authors therefore conclude that consumer ethnocentrism is a phenomenon of the developed markets and the Indian market remains open to foreign brands much to delight of foreign manufacturers.