Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Examining Factors Affecting Consumer's Attitude towards the Imported Decorative LED Lighting Products in India


Affiliations
1 Amity School of Business, Amity University, Noida, India
2 FORE School of Management, New Delhi, India
     

   Subscribe/Renew Journal


The purpose of this research is to explore the factors that affects the buying attitude of consumer towards imported goods in National Capital Region of India and to measure the impact of those factors on consumer's purchase intent towards imported decorative LED lightning products. Through literature review, factors were explored and finally two factors i.e Country of origin and Consumer ethnocentrism were shortlisted for measuring their impact on purchase intent towards decorative LED lights. Data for the study were collected through an online survey of 122 consumers in NCR region, India. Consumer Ethnocentrism was measured by CETSCALE and Country of Origin was measured by questionnaire designed by Lascu and Babb (1997). Further data was analysed through factor analysis for each statements of questionnaire. The findings show that the consumers are impartial towards the country of origin information and not highly ethnocentric means they are quite liberal towards acceptance of imported decorative LED lights. It would be beneficial for marketers to focus on product quality, price, technological innovations and other qualities instead of country of origin information and ethnocentrism. These findings provide useful market intelligence for marketing strategists targeting metropolitan cities in India, but must be generalized with caution as same cannot be applied for every city.

Keywords

Ethnocentrism, Country of Origin, Consumer Attitude, Consumer Purchase Intent, Decorative LED Lights.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Ahmad, Sohail, Khan., Salyha, Yousaf., & Sharjeel Saleem (2014). Customer perception towards imported cosmetics. European Journal of Business and Management, 6 (28).

  • Andrew, Lee., Hock, Cheong (2011). Country of origin information, ethnocentrism and perceived quality of mobile phones: Experience from the field. International Review of Business Research Papers, 7 (6), 15-32.

  • Annie, Peng, Cui., Theresa A. Wajda., & Michael Y. Hu, (2012). Consumer animosity and product choice: might price make a difference?, Journal of Consumer Marketing, 29 (7), 494 – 506.

  • B. Zafer, Erdogan., & Cevahir Uzkurt (2010). Effects of ethnocentric tendency on consumers' perception of product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, 17 (4), 393 – 406.

  • Cher-Min Fong., Chun-Ling Lee., & Yunzhou, Du (2014). Consumer animosity, country of origin, and foreign entry-mode choice: A cross-country investigation. Journal of International Marketing, 22 (1), 62-76.

  • David, Bamber, Suniti Phadke., & Amalendu, Jyothish (2012). Product-Knowledge, ethnocentrism and purchase intention: COO study in India, NMIMS Management Review, 22.

  • Juneja. Prachi. Country of Origin Effects on Marketing: How Brands from certain countries score over the others Retrieved on April 2018 from http://www.managementstudyguide.com/country-of-origin-effects-on-marketing.htm#.

  • Mahesh N. Shankarmahesh, (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23 (2), 146 – 172.

  • Mourad, Touzani., Smaoui, Fatma., & Labidi, Mouna, Meriem (2015). Country-of-origin and emerging countries: Revisiting a complex relationship. Qualitative Market Research: An International Journal, 18 (1), 48 – 68.

  • Nanzia, Florent., Natalia, Kalimang`asi ., & Robert, Majula (2014). Determinants of consumers` attitudes on imported products in Tanzania: The case study of Dodoma municipal. International Journal of Scientific and Research Publications, 4 (11).

  • Neelam, Kinra (2006). The effect of country‐of‐origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15 – 30.

  • Pratyush Patra (2016, Oct 15). Sales of Chinese lights dips by 50% Gurgaon wants more swadeshi this Diwali Retrieved on March 2018 from http://timesofindia.indiatimes.com/city/gurgaon/Sale-of-Chinese-lights-dips-by-50-Gurgaon-wants-more-swadeshi-this-Diwali/articleshow/54851740.cms.

  • PTI Jaipur (2016, October 21). Boycott call: Chinese goods sale dips up to 40% in Jaipur. Retrieved on January 2018 from http://indianexpress.com/article/business/economy/boycott-call-chinese-goods-sale-dips-up-to-40-in-jaipur-3094975/.

  • Sadra, Tabassi, Pouyan, Esmaeilzadeh., & Murali, Sambasivan (2012). The role of animosity, religiosity and ethnocentrism on consumer purchase intention: A study in Malaysia toward European brands. African Journal of Business Management, 6 (23), 6890-6902.

  • Srivastava, R. K. (2015). Consumer purchase behaviour of an emerging market like India towards Chinese products. Journal of International Business Research, 14(1), 45-57.

  • Zhifeng Gao., Shu Sing Wong., Lisa A. House., & Thomas H. Spreen (2013). French consumer perception, preference of, and willingness to pay for fresh fruit based on country of origin. British Food Journal, 116 (5), 805 – 820.

  • Zain O. M., & Yasin N. M. (1997). The importance of country‐of‐origin information and perceived product quality in Uzbekistan, International Journal of Retail & Distribution Management, 25 (4), 138-145.


Abstract Views: 449

PDF Views: 0




  • Examining Factors Affecting Consumer's Attitude towards the Imported Decorative LED Lighting Products in India

Abstract Views: 449  |  PDF Views: 0

Authors

Anupam Narula
Amity School of Business, Amity University, Noida, India
Shallini Taneja
FORE School of Management, New Delhi, India

Abstract


The purpose of this research is to explore the factors that affects the buying attitude of consumer towards imported goods in National Capital Region of India and to measure the impact of those factors on consumer's purchase intent towards imported decorative LED lightning products. Through literature review, factors were explored and finally two factors i.e Country of origin and Consumer ethnocentrism were shortlisted for measuring their impact on purchase intent towards decorative LED lights. Data for the study were collected through an online survey of 122 consumers in NCR region, India. Consumer Ethnocentrism was measured by CETSCALE and Country of Origin was measured by questionnaire designed by Lascu and Babb (1997). Further data was analysed through factor analysis for each statements of questionnaire. The findings show that the consumers are impartial towards the country of origin information and not highly ethnocentric means they are quite liberal towards acceptance of imported decorative LED lights. It would be beneficial for marketers to focus on product quality, price, technological innovations and other qualities instead of country of origin information and ethnocentrism. These findings provide useful market intelligence for marketing strategists targeting metropolitan cities in India, but must be generalized with caution as same cannot be applied for every city.

Keywords


Ethnocentrism, Country of Origin, Consumer Attitude, Consumer Purchase Intent, Decorative LED Lights.

References