Impact of firm ' s reputation and ethnocentrism on attitude towards foreign products

Purpose – The purpose of this paper is to study the impact of firm ' s reputation and ethnocentrism on young consumer ' s attitude toward products with foreign origin. Design/methodology/approach – To attain the above objective “Mixed Method Approach” is employed. In the present study mixed method research is proposed by integrating qualitative and quantitative technique for data analysis for better breadth and depth of understanding. Findings – Reputation of the firm is found to have a significant impact on young consumers as it minimizes animosity and develops positive attitude toward products with foreign origin. Research limitations/implications – To collect data from the respondents vignettes/story boards were used which led to certain manipulation and hence it could be a limitation. Practical implications – The findings will be useful for the marketers to design their positioning strategies more specific to their target segments for better results. Originality/value – The present study made two significant academic contributions. First, the present study added to the literature of consumer behavior by studying young consumer ' s product preference using an integrated model that depicts variables relevant to the context of globalization, with better predictability. Second, by integrating qualitative research method and quantitative research method to develop better breadth and depth of understanding on customer ' s product preference, the study also contributed to the literature of advanced research methodology in consumer behavior.