INTRODUCTION

"Ethnocentrism" is a commonly used word in circles where ethnicity, inter-ethnic relations, and similar social issues are of concern. The usual definition of the term is "thinking one's own group's ways are superior to others" or "judging other groups as inferior to one's own". "Ethnic" refers to cultural heritage, and "centrism" refers to the central starting point... so "ethnocentrism" basically refers to judging other groups from our own cultural point of view. But even this does not address the underlying issue of why people do this. Most people, thinking of the shallow definition, believe that they are not ethnocentric, but are rather "open minded" and "tolerant." However, as explained below, everyone is ethnocentric, and there is no way not to be ethnocentric... it cannot be avoided, nor can it be willed away by a positive or well-meaning attitude. Global organizations are those that sell or produce goods and/or services in more than one country. Toyota Motor Corporation is an ideal example of a global company since its automobile brands are available throughout the globe. This entrance into the global market requires an organization to buy and sell internationally as well as set up its operations in foreign nations. This brings about the task of managing human resources on a global scale which can present various challenges. Every country has its unique culture and the countrys people also have different beliefs and attitudes. This poses a challenge to human resource managers of global organizations. These human resource managers face the same set of challenges as those managing domestic operations. However, for global managers, the challenges are more difficult due to the differences in national culture. The essential difference between human resource management on the international scene and that on the domestic front is the additional responsibilities and knowledge needed in foreign operations. Basically, these include language (especially in non-English speaking countries), the national and local laws and regulations governing the operations of the company within a foreign country, company incentives and benefits, the countrys currency and exchange rates, and the ethics and etiquette expected by the foreign business associates (Parry, 1979). Human resources managers in foreign nations need to understand these differences deeply so as to prevent embarrassing scenarios and unintentional affronts that would result in scandals and lawsuits that could cost the multinational corporations they represent.

There are three management techniques that multinational corporations employ in human resources management. These are the ethnocentric approach, the polycentric approach, and lastly the geocentric approach. An ethnocentric approach involves centering management on the home market. In such a management approach, suggestions from the companys headquarters enjoy superior consideration compared to those from staff in the foreign branches. The polycentric approach entails looking at each market uniquely. Here, the local branches management positions are usually filled by local personnel. The geocentric approach has similarities to the ethnocentric orientation since it is the headquarters that have the power to hire managers. In this approach however, the managers are sourced from different areas of the world. The geocentric approach basically uses merit in employing personnel rather than nationality. This compels the managers to understand the cultures of the regions they are employed in so as to understand the attitudes, beliefs, and values of the people (Daniel & Radenbaugh, 2001). As a manager in a multinational corporation such as Toyota, one will have to manage a much diversified workforce which has many challenges. A diversified workforce has its advantages since having people from different cultures interact and share suggestions will lead to varied perspectives regarding opportunities and threats to the organization. But whenever there are advantages, disadvantages must exist. The job as a manager is to maximize these advantages and reduce the corresponding limitations. As a manager, the important thing to note is that the understanding of every employees unique way of working is required. One can understand this by learning every employees values, attitudes, and beliefs. Resource management requires an understanding of the employees personalities and abilities (Stevenson, 1999). As a manager, one has to focus on the employees abilities, especially every employees special abilities, since taking advantage of these abilities by structuring the work process around these abilities will lead to effectiveness and efficiency. This requires a deep understanding of the Japanese culture. To have a comfortable environment in the workplace, one needs to respect the culture engulfing almost all the companys employees. Culture is not easily altered since it has deep roots among members of any society. Hence, as a manager with Toyota based in Japan, one will need to successfully study the Japanese culture as well as the culture in the organization so as to make the two compatible. This will be beneficial to the company as it will incorporate the Toyota corporate culture deep in every member of staff leading to the development of a positive social environment in the workplace.

As a manager, one also requires to understand employee behavior in order to gain a better understanding of their personalities, values, and beliefs. Workers differ in many ways, some are enthusiastic and more positive because of their personalities and as a manager, one will need to use communication and interpersonal skills to understand what is important to each employee and also what motivates them. There is also a need to do constant periodical job satisfaction surveys so as to provide good working conditions for the employees. Cases involving employees who lack enthusiasm in their jobs will require one to come up with different means to motivate these employees such as performance appraisals and pay based on performance. One also needs to develop good relations with the employees since it is a fact that relationships are part of human coexistence. The key to develop a good relationship is to have good communication skills (Hyman, 1983). Lack of good communication in the workplace will work against the success of the company and as such, the development of an open communication channel will be required in order to effectively manage the human resources of Toyota Motor Corporation. Taking the aspect of being employed in Japan by the Toyota Corporation, there are many cultural factors that require special attention for effective human resource management, especially considering that the manager is foreign to Japan and its cultural practices. Compared to the western nations where individualism in the workplace is the normal trend, Japanese culture contradicts this practice. The traditional team work principle holds great popularity and is considered to be very effective in Japan. This team work principle essentially determined the progress of Toyota Japan by making the companys processes extremely effective. Given that this principle coincides with the way of thinking of the Japanese people, it has been easily assimilated by the staff (Yasuda, 1991). The enhancement of this teamwork principle to meet current conditions will thus result in a substantial increase in productivity and effectiveness from the companys employees. This is very important to the companys progress and international expansion. Ethical matters make up the agenda in any organization (Jackson & Schuler, 2008). Being in a foreign environment, it is necessary as a manager to get a better understanding of ethical matters in the Japanese culture so as to effectively carry out the duties of a human resources manager. In order to avoid conflicts due to cultural differences, as a manager in a multinational corporation, one will be required to develop universal ethical principles to work hand in hand with a universal corporate culture to be used in all subsidiaries of Toyota no matter their physical location. These

ethical principles will obviously have to accommodate the Japanese culture in a similar fashion to the team work principle mentioned earlier. Thus, the result of the integration of universal ethics principles with the local Japanese culture will provide an autonomous organizational structure which works in line with the multinational corporations principles. At the same time, this will develop an organizational culture that meets the requirements of the Japanese personnel. Gender issues are also an important matter in human resources management. The Japanese culture has continually embraced the idea of women involvement in the corporate world and as such, for effective management of human resource, a manager is required to keenly look into how conducive the working environment is for female staff. Strategies to be employed in order to make this possible include enabling women to work and raise their children simultaneously, assisting the women employees build and advance their careers, and also reforming the work environment and employee awareness regarding gender related issues. Another strategy to employ with regard to women in the workplace would be the setting up of an on-site child care facility with a residential nurse. Such a facility will facilitate stress free working for mothers who have resumed work after maternity leave. This will not only help create a good image of Toyota to its female workforce but will also assist greatly with the organizations strategy to attract more women to its workforce. Language forms a small and yet big issue among cultural issues (Parry, 1979). In Japan for example, many Japanese are proud of their language and country. However, working for a multinational corporation like Toyota requires linguistic diversity among the staff for the company to succeed. As a manager, effective human resource management requires fluency in the local dialect, Japanese, as well as ensuring that the staff are conversant in both Japanese and English since being part of a multinational organization, the staff could be sent on assignments in various regions of the world and this will require people conversant in several languages. Fluency in Japanese and getting more familiar with Japanese culture will also be beneficial to the management since it will not only eliminate the culture problem but will also create a positive image for Toyota among the Japanese since the people will think that the corporation reserves the jobs for Japanese and only allows foreigners fluent in their language. One major issue in Japan is the countrys high statistics regarding suicides. This Far East Asian nation has the highest suicide rate in the world. This is an issue that cannot be looked over by a human resource manager based in the country. Basic strategies such as job satisfaction surveys,

mentioned earlier, will be essential to effectively control this issue in Toyota Japan but other methods need to be employed too. Provision of counseling and support services for the staff is a strategy I would employ as a manager in the company, with special attention been provided to employees going through trying circumstances that would push them to extreme psychological states. This will require development of a good personal relationship between management and the staff as highlighted previously too. Enhancement of the companys teamwork strategy will also prove beneficial to this cause since a consensus environment in the workplace will also create a good relationship among the staff hence enhancing support for one another which is essential in countering issues like depression which contribute greatly to cases of suicide in Japan. Ensuring workplace safety is also important for effective human resource management (Jackson & Schuler, 2008). This will involve dealing with issues such as drug problems, spirituality, diversity, and offering employee assistance. This will also help counter the suicide aspect discussed above as well as enhance good employee relations which will translate into increased productivity for Toyota Japan. Setting up multiple sets of regulations and policies will be required to achieve this and this in turn will also require gaining knowledge in Japanese laws so as to maintain compliance to these regulations and policies with the countrys legislations. Any multinational corporation faces challenges when people from different cultures interact. These challenges vary from differences in linguistics which affect communication to differences in attitudes such as the one highlighted earlier between individualistic driven employees in western countries such as the US and the popularity of the teamwork strategy in Japan. For effective management of human resources though, managers need to put extra effort to deal with these challenges. The only way to ensure this is for the managers to thoroughly learn as much as they can about the other cultures.

DATA INTERPRETATION AND ANALYSIS

Age (Years) Table: Age (years) 15-19 20-24 25-29 30-39 40-49 50-59 60-69 70+ 1 9 13 37 18 11 12 6 3 No. Of Respondents

Graph:
15-19 20-24 25-29 30-39 40-49 50-59 60-69 70+ 1

5% 11%

3%

8% 12%

10%

17%

34%

Education Table: Education Class 10 Class 12+ but not graduate Graduate/post-graduate general Graduate/post-graduate professional 19 31 34 16 No Of Respondents

Graph:

Class 10 Graduate/post-graduate general

Class 12+ but not graduate Graduate/post-graduate professional

16%

19%

34%

31%

Household income (Rupees/pa) Table: Income 0-40000(LC) 40,001-80,000(LMC) 80,001-1,20000(UMC) 1,20,001-1,60,000(UMC) 1,60,001-2,50,000(UC) 2,50,001-5,00,000(uc) +5,00,000(uc) 3 5 16 11 21 24 20 No of Respondents

( LC lower class, LMC lower middle class, MC middle class, UMC upper middle class, UC upper class.)
Graph:
0-40000(LC) 1,20,001-1,60,000(UMC) +5,00,000(uc) 40,001-80,000(LMC) 1,60,001-2,50,000(UC) 80,001-1,20000(UMC) 2,50,001-5,00,000(uc)

20%

3%

5% 16%

11% 24%

21%

Country of Origin (COO) Sub-scale 1. A person should always look for country of origin information when buying a product that has a high risk of malfunctioning, e.g. when buying a watch Table: 1 Strongly agree Agree Neutral Disagree Strongly disagree 33 41 26 0 0

Graph: 1
Strongly agree Agree Neutral 0% 0% 26% 33% Disagree Strongly disagree

41%

Interpretation: According to 100 respondents 33% of them strongly agree that a person should always look for country of origin information when buying a product, 41% of them agree that a person should always look for country of origin information when buying a product and rest 26% of them are neutral that a person should always look for country of origin information when buying a product

2. I look for country of origin information to choose the best product available in a product Class Table: 2 Strongly agree Agree Neutral Disagree Strongly disagree 27 52 13 8 0

Graph: 2
Strongly agree Agree Neutral Disagree Strongly disagree

0% 8% 13% 27%

52%

Interpretation: From the above graph of 100 Respondents depict that 27% of the them strongly agree that they look for country of origin information to choose the best product available in a product Class, 52% of them agreed that they look for country of origin information to choose the best product available in a product Class, 13% of them are neutral that they look for country of origin information to choose the best product available in a product Class, 13% of them disagree that they look for country of origin information to choose the best product available in a product Class and rest 8% of them strongly disagree that they look for country of origin information to choose the best product available in a product Class.

3. I find out a products country of origin to determine the quality of the product Table: 3 Strongly agree Agree Neutral Disagree Strongly disagree 32 61 7 0 0

Graph: 3
Strongly agree Agree Neutral 0% 0% 7% 32% Disagree Strongly disagree

61%

Interpretation: Out of 100 respondents 32% of them are strongly agree that they find out a products country of origin to determine the quality of the product, 61% of them are agree that they find out a products country of origin to determine the quality of the product and rest 7% of them are neutral that they find out a products country of origin to determine the quality of the product.

4. When buying an expensive item such as a car, TV or refrigerator I always seek to find out what country the product was made in Table: 4 Strongly agree Agree Neutral Disagree Strongly disagree 25 48 20 7 0

Graph: 4
Strongly agree Agree Neutral 0% 7% 20% 25% Disagree Strongly disagree

48%

Interpretation: According to 100 respondents 25% of them are strongly agree that they buying an expensive item such as a car, TV or refrigerator they always seek to find out what country the product was made in, 48% of them are agreed that they buying an expensive item such as a car, TV or refrigerator they always seek to find out what country the product was made in, 20% of them are neutral that they buying an expensive item such as a car, TV or refrigerator they always seek to find out what country the product was made in, and rest 7% of them are disagree that they buying an expensive item such as a car, TV or refrigerator they always seek to find out what country the product was made in.

5. To make sure that I buy the highest quality product or brand, I look to see what country the product was made in Table: 5 Strongly agree Agree Neutral Disagree Strongly disagree 21 48 27 4 0

Graph: 5
Strongly agree Agree Neutral 0% 4% 27% 21% Disagree Strongly disagree

48%

Interpretation: From the above graph of 100 respondents 21% of them strongly agree to make sure that they buy the highest quality product or brand, 48% of them agree to make sure that they buy the highest quality product or brand, 27% of them are neutral to make sure that they buy the highest quality product or brand and rest 4% of them disagree to make sure that they buy the highest quality product or brand.

6. If I buy a luxury product I always look for products from certain countries Table: 6 Strongly agree Agree Neutral Disagree Strongly disagree 35 57 8 0 0

Graph: 6
Strongly agree Agree Neutral 0% 0% 8% 35% Disagree Strongly disagree

57%

Interpretation: Out of 100 respondents 35% of them strongly agree that they buy a luxury product they always look for products from certain countries, 57% of them agree that they buy a luxury product they always look for products from certain countries and rest 8% of them are neutral that they buy a luxury product they always look for products from certain countries.

7. For the really expensive items it is crucial that I know which country the product is from Tale: 7 Strongly agree Agree Neutral Disagree Strongly disagree 31 57 12 0 0

Graph: 7
Strongly agree Agree Neutral 0% 12% 31% Disagree 0% Strongly disagree

57%

Interpretation: From the above graph of 100 respondents 31% of them are strongly agree that expensive items it is crucial, 57% of them are agree that expensive items it is crucial and rest 12% of them are neutral that expensive items it is crucial.

Foreign Product Knowledge Sub-scale 8. I know a lot about products from other countries Strongly agree Agree Neutral Disagree Strongly disagree 27 45 20 8 0

Graph: 8
Strongly agree Agree Neutral 0% 8% 27% 20% Disagree Strongly disagree

45%

Interpretation: According to 100 respondents 27% of them are strongly agree that they know a lot about products from other countries, 45% of them are agree that they know a lot about products from other countries, 20% of them are neutral that they know a lot about products from other countries, and rest 8% of them are disagree that know a lot about products from other countries.

9. I do not need assistance when buying foreign products Table: 9 Strongly agree Agree Neutral Disagree Strongly disagree 29 43 19 9 0

Graph: 9
Strongly agree Agree 9% 29% 19% Neutral 0% Disagree Strongly disagree

43%

Interpretation: Out of 100 Respondents29% of them are strongly agree that they do not need assistance when buying foreign products, 43% of them agree that they do not need assistance when buying foreign products, 19% of them neutral that they do not need assistance when buying foreign products, their pay is better and rest 9% of them are disagree that they do not need assistance when buying foreign products.

10. I am never confused when buying products that are made from other countries Table: 10 Strongly Agree Agree Neutral Disagree Strongly Disagree 17 49 22 5 7

Graph: 10
Strongly Agree Agree Neutral Disagree Strongly Disagree

5%

7%

17%

22%

49%

Interpretation: From the above graph of 100 Respondents17% of them are strongly agree that they are never confused when buying products that are made from other countries, 49% of them are agree that they are never confused when buying products that are made from other countries, 22% of them are neutral that they are never confused when buying products that are made from other countries, 5% of them are disagree that they are never confused when buying products that are made from other countries and rest 7% of them are strongly disagree that they are never confused when buying products that are made from other countries.

Ethnocentrism Sub-scale 11. Purchasing products from other countries is un-Indian Table: 11 Strongly Agree Agree Neutral Disagree Strongly Disagree 17 45 22 10 6

Graph: 11
Strongly Agree Agree Neutral Disagree Strongly Disagree

6% 10%

17%

22%

45%

Interpretation: According to 100 Respondents17% of them are strongly agree that Purchasing products from other countries is un-Indian, 45% of them are agreed that Purchasing products from other countries is un-Indian, 22% of them are neutral that Purchasing products from other countries is un-Indian, 10% of them are disagree that Purchasing products from other countries is un-Indian and rest 6% of them are strongly disagree that Purchasing products from other countries is un-Indian.

12. It is not right to purchase products from other countries because it puts Indian people out of jobs Table: 12 Strongly disagree 7 15 31 12 35 disagree Neutral agree Strongly agree

Graph: 12
Strongly disagree disagree Neutral agree Strongly agree

7% 35% 15%

12%

31%

Interpretation: From the above graph of 100 Respondentsdepict that 7% of them are strongly agree that It is not right to purchase products from other countries because it puts Indian people out of jobs, 15% of them say that It is not right to purchase products from other countries because it puts Indian people outof jobs, 31% of them are neutral that It is not right to purchase products from other countries because it puts Indian people outof jobs, 12% of them are agree that It is not right to purchase products from other countries because it puts Indian people out of jobs and rest 35% of them are disagree that It is not right to purchase products from other countries because it puts Indian people outof jobs.

13. We should purchase products manufactured in India instead of letting other countries get rich from us Table: 13 Strongly disagree 3 disagree 24 Neutral 15 agree 28 Strongly agree 30

Graph: 13
Strongly disagree disagree Neutral agree Strongly agree

3% 30%

24%

15% 28%

Interpretation: Out of 100 Respondents3% of them strongly agree that they should purchase products manufactured in India instead of letting other countries get rich from us, 24% orf them agree that they should purchase products manufactured in India instead of letting other countries get rich from us, 15% of them are neutral that they should purchase products manufactured in India instead of letting other countries get rich from us, 28% of them agree that they should purchase products manufactured in India instead of letting other countries get rich from us and rest 30% of them are strongly disagree that they should purchase products manufactured in India instead of letting other countries get rich from us.

14. Indian people should not buy products from other countries because it hurts Indian business and causes unemployment Table: 14 Strongly agree agree Neutral disagree Strongly disagree 43 27 15 10 5

Graph: 14
Strongly agree agree Neutral disagree Strongly disagree

10%

5%

15%

43%

27%

Interpretation: According to 100 Respondents43% of them strongly agree that Indian people should not buy products from other countries because it hurts Indian business and causes unemployment, 27% of them agree that Indian people should not buy products from other countries because it hurts Indian business and causes unemployment, 10% of them disagree that Indian people should not buy products from other countries because it hurts Indian business and causes unemploymentand rest 5% of them strongly disagree that Indian people should not buy products from other countries because it hurts Indian business and causes unemployment.

15. I will buy only Indian products Table: 15 Strongly agree agree Neutral disagree Strongly disagree 29 37 20 12 2

Graph: 15
Strongly agree agree Neutral 2% 12% 29% 20% disagree Strongly disagree

37%

Interpretation: From the above graph of 100 Respondentsdepict that 29% of them strongly agree that they will buy only Indian products, 37% of them agree that they will buy only Indian products, 20% of them are neutral that they will buy only Indian products, 12% of them disagree that they will buy only Indian products and rest 2% of them strongly disagree that they will buy only Indian products.

16. Only those products not made in India should be imported Table: 16 Strongly agree agree Neutral disagree Strongly disagree

21

37

33

Graph: 16
Strongly agree agree Neutral 0% 9% 21% disagree Strongly disagree

33%

37%

Interpretation: Out of 100 Respondents21% of them are strongly agree that only those products not made in India should be imported, 37% of them are agree that only those products not made in India should be imported, 33% of them are neutral that only those products not made in India should be importedthat only those products not made in India should be importedand rest 9% of them are disagree that only those products not made in India should be imported.

Purchase Intention Sub-scale 17. Compared with my friends, I intend to purchase more products from other countries Table: 17 Strongly agree 39 42 19 0 Agree Neutral disagree Strongly disagree 0

Graph: 17
Strongly agree Agree Neutral 0% 0% 19% 39% disagree Strongly disagree

42%

Interpretation: According to 100 Respondents39% of them strongly agree when they Compared with friends, they intend to purchase more products from other countries, 42% of them agree when they Compared with friends, they intend to purchase more products from other countries and rest 19% of them are when they Compared with friends, they intend to purchase more products from other countries.

18. I will buy many products from other countries this year Table: 18 Strongly agree 46 37 17 0 agree Neutral disagree Strongly disagree 0

Graph: 18
Strongly agree agree Neutral disagree Strongly disagree

0% 0% 17%

46%

37%

Interpretation: From the above graph of 100 Respondents depict that 46% are strongly agree that they will buy many products from other countries this year, 37% are agree that they will buy many products from other countries this year and rest 17% are neutral that they will buy many products from other countries this year.

19. I feel happy buying foreign goods Table: 19 Strongly agree agree Neutral disagree Strongly disagree 29 32 39 0 0

Graph: 19
Strongly agree agree Neutral 0% 0% 29% 39% disagree Strongly disagree

32%

Interpretation: Out of 100 Respondents29% are strongly agree that they feel happy buying foreign goods, 32% are agree that they feel happy buying foreign goods and rest 39% are neutral that they feel happy buying foreign goods.

20. For me, there is a certain excitement about shopping for things from other countries Table: 20 Strongly agree agree Neutral disagree Strongly disagree

19

37

29

Graph: 20
Strongly agree agree Neutral disagree Strongly disagree

9%

6%

19%

29% 37%

Interpretation: According to 100 Respondents19% of them are strongly agree that there is a certain excitement about shopping for things from other countries, 37% of them are agree that there is a certain excitement about shopping for things from other countries, 29% of thm are neutral that there is a certain excitement about shopping for things from other countries, 9% of them are disagree that there is a certain excitement about shopping for things from other countries and rest 6% of them are strongly disagree that there is a certain excitement about shopping for things from other countries.

ETHNOCENTRIC TENDENCY OF PUNJAB PEOPLE

Name: ______________________________________

Age (Years) 15-19 50-59 20-24 60-69 25-29 70+ 1 30-39 40-49

Education Class 10 Class 12+ but not graduate Graduate/post-graduate general

Graduate/post-graduate professional

Household income (Rupees/pa) 0-40000(LC) 40,001-80,000(LMC) 80,001-1,20000(UMC)

1,20,001-1,60,000(UMC)

1,60,001-2,50,000(UC)

2,50,001-5,00,000(uc)

+5,00,000(uc)

( LC lower class, LMC lower middle class, MC middle class, UMC upper middle class, UC upper class.)

Country of Origin (COO) Sub-scale 1. A person should always look for country of origin information when buying a product that has a high risk of malfunctioning, e.g. when buying a watch Strongly Agree Agree Neutral Disagree Strongly Disagree

2. I look for country of origin information to choose the best product available in a product class Strongly Agree Agree Neutral Disagree Strongly Disagree

3. I find out a products country of origin to determine the quality of the product Strongly Agree Agree Neutral Disagree Strongly Disagree

4. When buying an expensive item such as a car, TV or refrigerator I always seek to find out what country the product was made in Strongly Agree Agree Neutral Disagree Strongly Disagree

5. To make sure that I buy the highest quality product or brand, I look to see what country the product was made in Strongly Agree Agree Neutral Disagree Strongly Disagree

6. If I buy a luxury product I always look for products from certain countries Strongly Agree Agree Neutral Disagree Strongly Disagree

7. For the really expensive items it is crucial that I know which country the product is from Strongly Agree Agree Neutral Disagree Strongly Disagree

Foreign Product Knowledge Sub-scale 8. I know a lot about products from other countries Strongly Agree Agree Neutral Disagree Strongly Disagree

9. I do not need assistance when buying foreign products Strongly Agree Agree Neutral Disagree Strongly Disagree

10. I am never confused when buying products that are made from other countries Strongly Agree Agree Neutral Disagree Strongly Disagree

Ethnocentrism Sub-scale 11. Purchasing products from other countries is un-Indian Strongly Agree Agree Neutral Disagree Strongly Disagree

12. It is not right to purchase products from other countries because it puts Indian people out of jobs Strongly Agree Agree Neutral Disagree Strongly Disagree

13. We should purchase products manufactured in India instead of letting other countries get rich from us Strongly Agree Agree Neutral Disagree Strongly Disagree

14. Indian people should not buy products from other countries because it hurts Indian business and causes unemployment Strongly Agree Agree Neutral Disagree Strongly Disagree

15. I will buy only Indian products Strongly Agree Agree Neutral Disagree Strongly Disagree

16. Only those products not made in India should be imported Strongly Agree Agree Neutral Disagree Strongly Disagree

Purchase Intention Sub-scale 17. Compared with my friends, I intend to purchase more products from other countries Strongly Agree Agree Neutral Disagree Strongly Disagree

18. I will buy many products from other countries this year Strongly Agree Agree Neutral Disagree Strongly Disagree

19. I feel happy buying foreign goods Strongly Agree Agree Neutral Disagree Strongly Disagree

20. For me, there is a certain excitement about shopping for things from other countries Strongly Agree Agree Neutral Disagree Strongly Disagree