Q1.

The tendency of customers' preference to their local brands over the foreign
ones is known as consumer ethnocentrism, and it is an important issue in
international marketing.

it is the belief that a product deriving from your own ethnic or cultural group is
inherently superior to similar products from other cultural or ethnic groups.
It is viewed as the tendency to analyze the world from one’s in-group perspective and
considering in-group superior to out-group.

Ethnocentric consumers believe that their personal and national well-being would be
under threat from imported products.

ethnocentric people will be more inclined towards their own country-made products
and brands over imported one.

consumers’ EID has a significant bearing on their ethnocentrism tendency, which, in

turn, will affect their intention to purchase domestic as well as imported items and
brands.

Ethnocentric consumers evaluate purchase of imported items and brands based on its
impact on domestic economy. On the contrary, non-ethnocentric consumers do not
consider the origin of a product during purchase. They evaluate products and brands
based on their own characteristics.
nonethnocentric or less ethnocentric consumers tend to evaluate foreign-made
products—ostensibly more objectively—for their extrinsic characteristics.
Nonethnocentrism is an ideal balance between domesticating and
foreignizing processes and thus, while respecting all cultural codes of the receiving
society, the foreign culture is also duly maintained. A non-ethnocentric translation
has the capacity to alter the reproduction of only dominant domestic ideologies that
do not correctly and properly represent foreign culture, and also marginalize
domestic constituencies other than dominant one(s)

ethnocentrics and non-ethnocentric consumers are fundamentally different in background

characteristics. The two groups are roughly equivalent in life cycle stage and racial
character, but clear differences are manifest in educational achievements, income levels,
and social class attainment.
 1. Attitude towards foreign products: Ethnocentric consumers are likely to
favour products made in their own country, while non-ethnocentric
consumers are more open to products from other countries.
2. Perception of quality: Ethnocentric consumers may see production from
their own country as being of higher quality, while non-ethnocentric
consumers are more likely to evaluate products based on objective
factors like price, performance, and features.
3. National identity: Ethnocentric consumers strongly identify with their
own national culture and may view other cultures as inferior, while non-
ethnocentric consumers are more likely to view cultural differences as a
source of richness and diversity.
4. Travel and tourism: Ethnocentric consumers may prefer to visit
destinations within their own country, while non-ethnocentric
consumers are more likely to travel internationally and seek out new
cultural experiences.
5. Language: Ethnocentric consumers may have a preference for products
and services that are marketed in their own language, while non-
ethnocentric buyers may choose products and services marketed in a
variety of languages.
6. Advertising: Ethnocentric consumers may respond better to advertising
that emphasizes national pride and cultural heritage, while non-
ethnocentric consumers may be more receptive to advertising that
celebrates diversity and promotes global understanding.
It is worth noting that ethnocentrism is not necessarily a negative characteristics, and it
can be influenced by a variety of determinants including national identity, historical
context, and personal experience. However, it can also lead to cultural insularity and a
lack of appreciation for the richness and diversity of the world's cultures.

consumers' choice of products or ethnocentrism/ nonethnocentrism depended

either on patriotism or on cognitive factors that are quality perception and
product applicability.
There are some conservative persons who show a tendency to cherish
traditions and social institutions and are strong enough to survive the test of
time and to introduce changes only occasionally, reluctantly and gradually.
While,
under the extreme cases, conservatism could manifest itself as religious
intolerance, adherence to strict rules and punishments, and opposition to
hedonism
Talking about purchase of automobiles, developed countries often show
consumer ethnocentrism and people in developing countries find foreign
prosucts more interesting. But it should be vice versa according to me as it
affects national economy. Even ethnocentric consumers prefer buying foreign
automobiles because of the quality, features and satisfaction.
In developing countries, even consumers holding high ethnocentric values are
prone to buying foreign products if they wish to satisfy their prestigious needs.

Wealthy people choose to consume highly luxurious and expensive goods and
services in order to display their material strength and gaining social elevation.
In this sense, extravagant consumption becomes a process of signaling personal
wealth
local car dealers should take consumer ethnocentrism as a unique marketing
concept to motivate consumers to be more confident about the local brand
electric car in competing with foreign brands.
When faced with multinational brands, domestic enterprises should adopt
scientific and reasonable domestic marketing strategies to activate the
ethnocentric complex of local consumers.

government departments should strengthen effective guidance for young

people and increase their sense of patriotism. In addition, the government
departments also need to strengthen supervision mechanisms to eliminate
product quality crises and raise awareness of purchasing domestic products
through public opinion.

Q2.
A ritual is a sequence of behaviours, spoken, or performed that have meaning
beyond their functional role and are repeated in similar contexts. While rituals
in consumer behaviour can be a habit, that is automated behaviours, ritula have
meaning ascribed to its parts or the overall act.

There are different external factors that influence consumer decision making, such as
demographic, social, and situational, etc. There is also an external factor-CULTURE

Since different cultures have different values, consumers have different buying habits.
Marketing strategies should reflect the culture that is being targeted. The strategy should
show the product or service as reinforcing the beliefs, values and customs of the targeted
culture. Failing to do so can result in lost sales and opportunities.
Through our culture, we are taught how to adjust to the environmental, biological,
psychological, and historical parts of our environment.
For marketers anywhere in the world, it is essential to develop a strong
understanding of the local culture and its accompanying beliefs, values, and
customs
If your target audience lacks engagement or community, ritual can
answer that need by fulfilling your customers’ natural desire for
routine and belonging. Embracing this type of behavior modification
will allow you to not only capture their attention but retain it as well
Ultimately rituals create a two fold benefit for both brands and consumers. Not
only do they create an enriched experience and pleasure for consumers, but
they also benefit brands by establishing meaning, promoting repeat purchase
and solidifying a unique identity.

Creating an association between a product and a person’s

habitual behaviour is a powerful tool for brands to harness.

The term ritual means a repetitive behaviour systematically used by

a person to neutralize or prevent anxiety. Whilst feeling anxiety over
purchasing a low involvement product may seem excessive, there is
merit to the psychological definition of ritual when applying it to
consumer behaviour.

For marketers, consumer rituals can provide marketers an efficient

mechanism for linking their brand to product use, media planning
and further product design. In advertising, using ritual consumer
behaviour is ideal for brand building communication and increasing
product adoption by showing consumers when, how, where or with
whom to consumer your product.

Consumers, such as my parents are habitual decision makers.

Meaning they don’t necessarily purchase brands out of preference,
but out of habit.
For example, whilst most items in grocery stores don’t yield high
financial risks, there is still potential for money to be wasted if the
consumer tries a new brand and doesn’t find it satisfactory. Thus to
account for this functional and financial risk users typically just play
it safe and purchase brands ritualistically.
Ritualistic behaviours isn’t just about consumers purchasing behaviours.
Ritualistic behaviors are also associated with how products are consumed and
this is a focal point for a lot of marketers.
While rituals can become a habit and how consumers do things
have a very real value to both the consumers and marketers. Unlike
a habit, rituals have meaning.
There are many rituals in India LIKE:
1. KARWACHAUTH – it comes before Diwali, 0ctober- November. People buy
red saree or some traditional wear for the ones observing karwchauth
fast. It is also the peak season for salons and cosmetics sellers.
2. DIWALI – people buy lightings for decorating their houses and even most
of the year’s painting work is done just before Diwali. Cleaning of houses
and properties is done.
3. WEDDING SEASON – People buy new outfits for the wedding season.
Even caterers, wedding hall owners make the most profits during the
wedding season.
4. NEW YEAR’S EVE – party halls, clubs, hotels , pubs, discos, and bakeries
get very good business on new year, entering the new year/ ending the
previous year with a good profit as people love celebrating new year with
their loved ones with a bash.
5. APRIL-MARCH (NEW ACADEMIC YEAR) – students buy new books and
bags and uniform for their next grade after their results are out.
 Q3.
A.
Culture is the sumtotal of the learned beliefs, values and customs that serve
to the direct consumer behaviour of members of a particular society
It is that complex whole which includes knowledge, belief, art, morals,
custom, and any other capabilities and habits acquired by man person
as a member of society.”

For example –
1. In India, people still value the joint family system and family ties.
Children in India are conditioned to stay with their parents till they get
married as compared to foreign countries where children are more
independent and leave their parents once they start earning a living
for themselves.
2. Our culture says that we need to wear traditional attire on marriages
and this is what we have been following for years.
3. People in North India prefer bread over rice which is a favorite with
people in South India and East India.
Cultural factors have a significant effect on an individual’s buying decision.
Every individual has different sets of habits, beliefs, and principles which
he/she develops from his family status and background. What they see
from their childhood becomes their culture.

SUBCULTURE- Each culture further comprises of various subcultures such

as religion, age, geographical location, gender (male/female), status, etc.
*Religion (Christianity, Hindu, Muslim, Sikhism, Jainism, etc):

-A Hindu bride wears red or a bright colour traditional outfit whereas a

Christian bride wears a white gown on her wedding day. It is against Hindu
culture to wear white on auspicious occasions. Muslims on the other hand
prefer to wear green on important occasions.
-For Hindus eating beef is considered to be a sin whereas Muslims and
Christians love eating beef. Eating pork is against the Muslim religion while
Hindus do not mind eating it.
-An aged individual wont wear something bright and colourful. He would
prefer something which is more sophisticated and simple while a teenager
would prefer funky dresses and loud colours.
-In India, widows are expected to wear whites. Widows wearing bright
colours are viewed with suspicion.

*Status (Upper Class, Middle class and Lower Class)

People from the upper class generally have a tendency to spend on
luxurious items such as expensive gadgets, cars, dresses, etc. You would
hardly find an individual from a lower class spending money on high-end
products. A person who finds it difficult to make ends meet would rather
prefer spending on items necessary for survival. Individuals from the
middle-class segment generally are more interested in buying products that
would make their future secure.
Gender
People generally make fun of males buying fairness creams as in our
culture only females are expected to buy and use beauty products. Males
are looked upon to be strong and tough who look good just the way they
are.

*Geographical location :
People living in urban or suburban areas may prefer pre-prepared or
instant food or eating out while people in rural areas prefer eating
homemade food. (because of time and money.)

Q 3.
B.
People go through several phases in their lives. Family life cycle refers to
series of life stages through which individuals proceed over a period of
time. It describes the process of family formation and dissolution.
• Stage-I : Bachelorhood – Young single adult living away from parents.-
They live away from their parents, therefore they spend on rents, basic
home furnishing, purchase and maintenance of automobiles, travelling, entertainment, outings,
trips, clothing, fashion, health clubs, sports club, etc.
• Stage-II: Honeymooners – Young married couple. (Until first child)
They spend or save for their new home- major and minor home
appliances, furniture, beddings , crockery, etc.(products for settling in new house)

• Stage-III : full nest 1– Married couple with at least one child living at home.
Spent on needs of child- education, health, hygiene, and investments are
made and insurance services .

• Stage-IV : full nest 2 – An older married couple with no children living at home.
As there are no more heavy responsibilities of their children and their
educational expenses, it is time to indulge in new hobbies , travel, entertainment, refurnishing their
home or selling it to buy a new home. And have vacations, pilgrim tours.

• Stage-V: old couples – One surviving spouse.

The surviving spouse( usually the wife) leads a more economical life.
More medical expenses are done.