Abstract
The purpose of this study is to investigate the role of demographic characteristics on consumer ethnocentrism and buying behavior. This study will also attempt to gaze at and scrutinize the belongings of several demographic variables, i.e., gender, age, education level, income level on the consumer ethnocentric tendencies among Pakistani consumers. Four independent variables age, gender, income, and education were taken to check the ethnocentric behavior of respondents towards buying. Respondents were approached from central Punjab and 7-point lickert was used to measure the variables. Statistical Package for the Social Sciences (SPSS) Version 17 was used for data analyses. The data analysis instigate with the demographic profile of the respondents. The test of mean differences between subgroups in the demographic variables were tested using independent sample T-test and one-way ANOVA. These tests were conducted to verify whether or not the subgroups within each demographic variable are significantly different in terms of their perceptions towards consumer ethnocentrism. From results it was concluded that male consumers, older, high education, low income consumers seem to have higher ethnocentric tendencies. This study will surely provide a pragmatic confirmation for the effect of demographic variables on consumer ethnocentrism and will help the researchers to further work on some other variables
SAIRA AZIZ, WASEEM BAHADUR, BINESH SARWAR, RUKHSHANDA FAROOQ, MUNAZA ARSHAD. (2014) Investigating the Role of Demographic Characteristics on Consumer Ethnocentrism and Buying Behavior, International Review of Management and Business Research, Volume 3, Issue 2.
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