MEASURING THE CONSUMER ETHNOCENTRSM: A PERSPECTIVE ON MEASURING THE

ETHNOCENTRIC TENDENCIES OF PAKISTANI CONSUMERS PURCHASING BEHAVIORS

Table of Contents
ABSTRACT .................................................................................................................................... I
ACKNOWLEDGMENTS ........................................................................................................... II
CHAPTER 1: INTRODUCTION .................................................................................................1
1.1 Background ......................................................................................................................................... 1
1.2 Problem Statement .............................................................................................................................. 3
1.3 Objectives of the study ........................................................................................................................ 4
1.4 Justification ......................................................................................................................................... 4
1.5 Scope and Limitations ......................................................................................................................... 4
1.6 Assumptions ........................................................................................................................................ 5

CHAPTER 2: METHODOLOGY ...............................................................................................6

2.1 Research Design.................................................................................................................................. 6
2.1.1 Research Philosophy ............................................................................................................... 6
2.1.2 Research Approach ................................................................................................................. 6
2.1.3 Research Strategy.................................................................................................................... 6
2.1.4 Time Horizon .......................................................................................................................... 6
2.2 Procedure ............................................................................................................................................ 7
2.3 Population .......................................................................................................................................... 7
2.4 Sample and Sampling Method ........................................................................................................... 7
2.4.1 Sampling Method .................................................................................................................... 7
2.4.2 Sample Size............................................................................................................................. 7
2.5 Measurements .................................................................................................................................... 7
2.6 Variable .............................................................................................................................................. 8
2.7 Conceptual Model .............................................................................................................................. 9
2.8 Hypothesis......................................................................................................................................... 10
2.9 Plan of Analysis ............................................................................................................................... 10
2.10 Software Employed ........................................................................................................................ 11

SHAHEED ZULFIQAR ALI BHUTTO INSTITUTE OF SCIENCE AND TECHNOLOGY

MEASURING THE CONSUMER ETHNOCENTRSM: A PERSPECTIVE ON MEASURING THE

ETHNOCENTRIC TENDENCIES OF PAKISTANI CONSUMERS PURCHASING BEHAVIORS

2.11 Research Schedule .......................................................................................................................... 11

CHAPTER 3: LITERATURE REVIEW ..................................................................................12

3.1 Origin of Concept ............................................................................................................................. 14

CHAPTER 4: DATA ANALYSIS AND FINDINGS ................................................................19

4.1 1ST Objective ..................................................................................................................................... 19
4.2 2nd Objective ..................................................................................................................................... 21

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS ..............................................44

REFERENCES .............................................................................................................................45
APPENDIX ..................................................................................................................................47
Questionnaire .......................................................................................................................................... 47

SHAHEED ZULFIQAR ALI BHUTTO INSTITUTE OF SCIENCE AND TECHNOLOGY