EFFECT OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTION OF CONSUMERS IN MYANMAR TEXTILE MARKET

Year 2022, , 127 - 135, 30.09.2022

Atar Thaung Htet

https://doi.org/10.17261/Pressacademia.2022.1636

Abstract

Purpose- Ethnocentrism in consumers plays an vital role in predicting user behavior when deciding between imported and domestic goods. This
research works tries to identify the consumer ethnocentrism of consumers in Myanmar textile market. The specific objectives of this study
are to examine the consumer ethnocentrism of consumers in Myanmar textile market and to investigate the effect of consumer
ethnocentrism on purchase intention of consumers in Myanmar textile market.
Methodology- The study area was Myanmar market. The selected sample size was 386 consumers who have buying experiences for local
textile clothes. The convince sampling method used in this study. The research instrument used as survey questionnaire for collect the data.
The structure questionnaire was used for this study. There were three parts in questionnaire- the first one demographic section and the last
is consumer ethnocentrism scale. According to the CEESCALE model, consumer ethnocentrism scale was 19 items for all variables. Purchase
intention has 5 items. 5 points Likert scale questions types used for measure the consumer ethnocentrism and purchase intention. Descriptive
analysis and multiple linear regression method were used in this study in order to analyze the collected data. Moreover, reliability analysis
was used for analyze the reliable of collected data under each variable.
Findings- This study found that insecurity, habituation and prosociality have strongly significant effect on purchase intention of consumers
in Myanmar textile market. In addition, the mean value of purchase intention 3.8 that above the natural scale and nearly reach to the agree
statement.
Conclusion- After analyze the collected data this study determined that consumer ethnocentrism affect consumers' purchase intentions. By
measuring the consumer ethnocentric tendencies managers can create a database that will be fruitfully incorporated into marketing strategy
development. This study concluded that CEESCALE model is a tool for verify the interesting results in other developing countries. The
managerial implications and suggestions of the research are discussed in detail.

Keywords

Consumer ethnocentrism, CEESCALE model, purchase intention

References

• Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action Control (pp. 11-39). Springer, Berlin, Heidelberg.
• Bailey, W., & Pineres, S. A. G. D. (1997). Country of origin attitudes in Mexico: the malinchismo effect. Journal of International Consumer Marketing, 9(3), 25-41.
• Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of Academy of Marketing Science, 32(1), 80-95.
• Batra, R., & Sinha, I. (2000). Consumer-level factors moderating the success of private label brands. Journal of Retailing, 76(2), 175-191.
• Bizumic, B. (2018). Ethnocentrism: integrated perspectives. Routledge.
• Burgess and Mari Harris (1999). Social Identity in an Emerging Consumer Market: How You Do the Wash May Say a Lot About Who You Think You Are", in NA - Advances in Consumer Research, V. 26, eds. Eric J. Arnould and Linda M. Scott, Provo, UT: Association for Consumer Research, pp. 170-175. Economics. (2020). Trading Economics. Retrieved from trading economics. com:https://tradingeconomics.com/seychelles/imports /thailand/electromagnets-permanent-magnets-parts
• Hamin H, and Elliott G (2006). A Less-Developed Country Perspective of “Country of Origin” Effects: Indonesian Evidence, ANZMAC 2005 Conference: Marketing Issues in Asia, 32-38.
• Herche, J. (1994). Ethnocentric tendencies, marketing strategy and import purchase behaviour. International Marketing Review, 11(3), 4-16.
• Joshi, R. N., & Joshi, Y. C. (2021). Construction and validation of Indian consumer ethnocentrism scale: the ice-scale. Gadjah Mada International Journal of Business, 23(2), 173-192.
• Kaynak, E., Kara, A. (2002). Consumer perceptions of foreign products: An analysis of product‐country images and ethnocentrism. European Journal of Marketing, 36(7/8), 928-949.
• Keller, K. l., (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Marketing Science Institute.
• Lee, W. N., Hong, J. Y., & Lee, S. J. (2003). Communicating with American consumers in the post 9/11 climate: An empirical investigation of consumer ethnocentrism in the United States. International Journal of Advertising, 22(4), 487-510.
• Obadia, C., Vida, I., & Reardon, J. (2008). Revisiting importers’ roles in export performance models. In Proceedings of the 2008 EIBA Conference, Tallinn, Estonia, December (pp. 11-13).
• Powers, T. L., & Hopkins, R. A. (2006). Altruism and consumer purchase behavior. Journal of International Consumer Marketing, 19(1), 107- 130.
• Reardon, T., Berdegué, J. A., & Timmer, C. P. (2005). Supermarketization of the" Emerging Markets" of the Pacific Rim: development and trade implications. Journal of Food Distribution Research, 36(1), 3-12.
• Renko, N., Crnjak Karanović, B., & Matić, M. (2012). Influence of consumer ethnocentrism on purchase intentions: Case of Croatia. Ekonomska misao i praksa, (2), 529-544.
• Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Rresearch, 24(3), 280-289.
• Siamagka, N. T., & Balabanis, G. (2015). Revisiting consumer ethnocentrism: review, reconceptualization, and empirical testing. Journal of International Marketing, 23(3), 66-86.
• Sumner, F. B. (1906). The physiological effects upon fishes of changes in the density and salinity of water (Vol. 596). US Government Printing Office.
• Supphellen, M., & Grønhaug, K. (2003). Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism. International Journal of Advertising, 22(2), 203-226.
• Upadhyay, Y., & Singh, S. K. (2006). Preference for domestic goods: A study of consumer ethnocentrism. Vision, 10(3), 59-68.
• Vassella, M. C., & Fountain, U. K. (2010). Consumer ethnocentrism, partiotism, global openness and country of origin effect: A proposed study. Advances in Marketing, 4, 362-375.
• Vida, I., & Fairhurst, A. (1999). Factors underlying the phenomenon of consumer ethnocentricity: evidence from four central European countries. The International Review of Retail, Distribution and Consumer Research, 9(4), 321-337.
• Vida, I. and Reardon, J., (2008). Domestic consumption: rational, affective or normative choice? Journal of Consumer Marketing, 25(1), 34- 44.
• Yang, Z. Y., & He, L. Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16),