Understanding purchase intention towards Chinese products: Role of ethnocentrism,animosity, status and self-esteem |
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| Institution: | 1. National Sun Yat-Sen University, Department of Business Management, 70 Lien-hai Road, Kaohsiung 804, Taiwan, ROC;2. Anhui University of Finance & Economics, School of Business Administration, 962 Caoshan Road, Bengbu City, Anhui Province, China;1. Department of Marketing BI Norwegian Business School, 0442 Oslo Norway;2. College of Business and Management, Saginav Valley State University, MI 48710, USA;3. Department of Marketing, BI Norwegian Business School 0442 Oslo Norway;1. Faculty of Business and Management, Universiti Teknologi MARA, Bandar Puncak Alam, 42300, Selangor, Malaysia;2. Institute of Business Excellence, Universiti Teknologi MARA, Shah Alam, 40450, Selangor, Malaysia;1. University of Basque Country UPV/EHU, Facultad de Economía y Empresa, C/Comandante Izarduy, 23, 01006 Vitoria-Gasteiz, Spain;2. University of Basque Country UPV/EHU, Spain;3. University of Navarra/Universidad de Santiago de Compostela, Facultad de Económicas, Campus Universitario, 31009 Pamplona, Spain;4. University of Extremadura – UEx, Facultad de Ciencias Económicas y Empresariales, Avda. Elvas, s/n, 06006 Badajoz, Spain |
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| Abstract: | The Indian market has got flooded with Chinese goods that pose a great threat to indigenous businesses. Despite increase in bilateral trade, the relationship between India and China continues to be marred with suspicion, animosity and distrust. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and Chinese goods. The study examines the relationship between ethnocentrism, customer animosity, social status and personal self-esteem and their impact on purchase intention towards Chinese imports. The results indicate that the attitudes and behaviour of consumers in an emerging nation differ greatly from their counterparts in developed nations. Contrary to expectations, the relationship between ethnocentrism and customer animosity is not significant. Personal self-esteem and customer animosity impact the purchase intentions of Indians while ethnocentrism and social status do not have any such influence. The study seeks to expand the existing literature on purchase intention of foreign products and also help the marketers design their marketing mix strategies. |
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| Keywords: | Ethnocentrism Customer animosity Social status Personal self-esteem Purchase intention Chinese goods |
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