Assessing Russian consumers' imported versus domestic product bias

Data from a cross‐section of 438 Russian consumers were collected and analyzed to evaluate consumer preference for ten product types—five consumables and five durables. Results indicate that when Russian consumers consider purchasing a consumable product, consumer ethnocentrism levels and product characteristics reinforce each other, resulting in a strong domestic bias; however, these variables conflict with each other when consumers consider durable products, resulting in consumers exhibiting an inclination for imported durables. This indicates that product characteristics may influence product preference (domestic versus imported) more than consumer ethnocentrism levels. © 2006 Wiley Periodicals, Inc.