INFLUENCE OF ETHNOCENTRISM AND

PATRIOTISM ON PURCHASE INTENTION OF KHADI

PRODUCTS

PROJECT REPORT

Submitted by

AKASH C
FIT20MBA07

Under the guidance of

Ms. BIJI U NAIR

in partial fulfillment of the Requirements for the Award of the

Degree of

MASTER OF BUSINESS ADMINISTRATION

of Dr. APJ Abdul Kalam Technological University

FISAT BUSINESS SCHOOL

JULY, 2022
 DECLARATION

I undersigned, hereby declare that the project titled “INFLUENCE OF

ETHNOCENTRISM AND PATRIOTISM ON PURCHASE INTENTION OF KHADI
PRODUCTS” submitted in partial fulfillment for the award of Degree of Master
of Business Administration of A P J Abdul Kalam Technological University is a
bonafide record of work done by me under the guidance of Ms .Biji U Nair,
Asst. Professor, Fisat Business School. This report has not previously formed
the basis for the award of any degree, diploma, or similar title of any
University.

DATE AKASH C

i
 CERTIFICATE

This is to certify that the report titled “ INFLUENCE OF ETHNOCENTRISM

AND PATRIOTISM ON PURCHASE INTENTION OF KHADI PRODUCTS” is
submitted
to APJ Abdul Kalam University (KTU) in partial requirements for award of
MBA degree is a record of original work done by Akash C (FIT20MBA07)
during the period of May-July 2022 under the supervision of Ms .Biji U Nair,
Asst Professor, Fisat Business School.

Ms .Biji U Nair Dr. A J Joshua

Project Guide Director

ii
 ACKNOWLEDGEMENT

First of all, I would like to thank my project guide, Ms. Biji U Nair, for her
unreserved guidance through the whole period. This project report would
not have been possible without her technical input and support.

I escalate my heartfelt regards to our Institution Director, Dr. A J Joshua for

giving me the essential hand in concluding this work.

I would like to thank all the staffs and management of FISAT Business
School for their cooperation and support during the study period.

It will be immodest of me if I don’t mention all of my friends and family

members, for helping me to successfully complete my project report.

AKASH C

iii
 TABLE OF CONTENTS
SI NO. TOPICS PAGE NO

1 INTRODUCTION
1.1 Background of the study 1-3
1.2 Need and Significance of the study 4

1.3 Statement of the problem 4

1.4 Objectives of the study 4

1.5 Scope of the study 4

1.6 Limitation of the study 4

1.7 Organization of the report 4-5

2 LITERATURE REVIEW 6
2.1 Literature Review 7
2.1.1 Ethnocentrism 7-8
2.1.2 Patriotism 8-9
2.1.3 Purchase Intention 9
3 THEORETICAL FRAMEWORK 10
3.1 Theoretical Framework 11
3.1.1 Independent Variables 11
3.1.2 Dependent Variables 12
3.2 Conceptual Framework 13
4 RESEARCH METHODOLOGY 14
4.1 Objectives 15
4.2 Hypothesis 15
4.3 Research Design 15
4.4 Source of Data 15
4.5 Population 16

iv
SI NO. TOPICS PAGE NO

4.6 Sample Design 16

4.7 Sample Size 16
4.8 Sampling Method 16

4.9 Method of Data Collection 16

4.10 Drafting a Questionnaire 16-17

4.11 Data Analysis Technique 17-18

5 DATA ANALYSIS 19

5.1 Introduction 20-23

5.2 Testing of Hypothesis 24

5.3 Hypothesis 24
5.4 Path Co-efficients 26
5.5 P-Values 26
5.6 Adjusted R-Squared Co-Efficient 26
5.8 Cronbach’s Alpha Co-Efficents 26-27
5.9 Average Variance Extracted 27-34
6 FINDINGS 35
6.1 Findings 36
7 RECOMMENDATIONS 37
7.1 Recommendations and Discussions 38
8 CONCLUSIONS 39
8.1 Conclusions 40
REFERENCES 41-42
APPENDICES

v
 LIST OF TABLES
TABLE TITLE PAGE NO
NO.
5.1 Sample Profile Description 20
5.2 Consumer Ethnocentrism 21
5.3 Consumer Patriotism 22

5.4 Purchase Intention 23

5.5 Hypothesis 28

5.6 Combined Loadings And Cross Loadings 28

5.7 Group Statistics of gender 29

5.8 Independent Samples Test 29

5.9 Group Statistics of place of residence 30

5.10 Independent Samples Test 30

5.11 ANOVA of income 31

5.12 ANOVA of education 31

5.13 ANOVA of age 32

5.14 Multiple Comparisons of age 32

vi
 LIST OF FIGURES
FIG NO. TITLE PAGE NO

3.1 Conceptual Framework 13

5.1 Structural Model 25

vii
 EXECUTIVE SUMMARY

The project title is “INFLUENCE OF ETHNOCENTRISM AND PATRIOTISM ON

PURCHASE INTENTION OF KHADI PRODUCTS”. This study help us to understand about
the various factors which helps in influencing the purchase intention of Khadi products.
Ethnocentrism is the belief that your culture is natural and correct while other people’s
cultures are incorrect, unnatural, or inferior. Patriotism means the love one has for his country.
The feeling of patriotism involves a special affection towards the country, being interested in
the country’s welfare, and sacrificing for the country. It creates affection towards the country
and plays a significant role in powering up the civilian bonds and national loyalty. In simplest
of terms, purchase intention is the likelihood of a customer buying the same product again
based on their purchase history. Or it can also be the NEED of a product which is driving the
customer towards a purchase.Objective of the study is to identify the relationship between
ethnocentrism and patriotism towards the purchase intention of Khadi products in India. This
study also examines the various demographic factors and its influence on the purchase
intention of Khadi products. Random Sampling method was used in this study.

A close ended questionnaire with 5 point Likert scale containing 11 questions was used to
examine wheather the respondents Strongly Agree or wheather Strongly Disagree by using
statements that measure variables in the hypothesis of this research.In this study Structural
Equation Modeling(SEM) is used to test and evaluate the multivariate casual relationship
between independent variables and dependent variables that taken in the study. SEM using
WARP PLS 7.0 was used.

viii
 CHAPTER 1
INTRODUCTION

1
1.1 Background of the study
The concept of Consumer Ethnocentrism has been gain from the ethnocentrism concept
in sociology, which was introduced by sociologist William Summer in 1906. In the early
eighties, a study showed that buying foreign products can cause high emotional involvement
especially when it comes to national security (Crawford and Lamb, 1981). With that argument
concept of ethnocentrism going apart from psychological and social frameworks, and it was
recognized in the field of marketing as a significant factor in consumer purchasing decisions.
In Cambridge Dictionary, ethnocentrism is defining as “a belief that the people customs, and
tradition of your own race or nationality are better than those of other races”. Consumer
ethnocentrism is defined as “a belief held by customers about the appropriateness, indeed
morality of purchasing the foreign-made product and the loyalty of consumers to the products
manufactured in their home country” (Shimp and Sharma, 1987). Furthermore, it indicates that
consumer ethnocentrism may result in an overestimation of the attributes and overall quality of
domestic products and an underestimation of the quality of foreign products. Since purchasing
a locally made product is one way to show consumers ethnocentrism and patriotism.
Moreover, CE makes a psychological force that generates consumer preferences for
domestically-made products and reduces consumers’ intentions to purchase foreign goods
(Cicic, Brkic and Praso- Krupalija, 2003). Consumer ethnocentrism has a direct and negative
impact on consumer’s purchase intention of foreign products. These indicate that high
ethnocentric tendencies lead to unfavorable preferences towards lower purchase intentions for
foreign products. Therefore, consumers refuse to buy foreign products because they consider
that buying foreign products are harmful to the national economy and cause unemployment.

CE can predict consumers' preference to buy locally manufactured products instead of

foreign products and that the ethnocentric tendencies are better predictors of purchase behavior
than demographic and marketing mix variables (Herche, 1992). The construct of consumers'
ethnocentrism builds on the presumption that the consumers' ethnocentric emotions will have
significant effects on purchase intentions. However, the results have been different depending
on the characteristics of consumers and countries. The degree of consumer ethnocentrism
varies between individuals according to demographic and economic factors (Vassela, M. C.,
Fountain,
P. D, & Fountain, U. K., 2010). The stronger and individual’s consumer ethnocentrism, the
more likely one is to own domestic made products and/or intend to purchase domestic made

2
products.

3
Ethnocentrism in social science and anthropology—as well as in colloquial English discourse
— means to apply one's own culture or ethnicity as a frame of reference to judge other
cultures, practices, behaviors, beliefs, and people, instead of using the standards of the
particular culture involved. Since this judgment is often negative, some people also use the
term to refer to the belief that one's culture is superior to, or more correct or normal than, all
others—especially regarding the distinctions that define each ethnicity's cultural identity, such
as language, behavior, customs, and religion. In common usage, it can also simply mean any
culturally biased judgment.

Khadi derived from khaddaris a hand-spun and woven natural fiber cloth promoted by
Mahatma Gandhi as swadeshi (self-sufficiency) for the freedom struggle of the Indian
subcontinent, and the term is used throughout India, Pakistan and Bangladesh. The first piece
of the hand-woven cloth was manufactured in the Sabarmati Ashram during 1917–18. The
coarseness of the cloth led Gandhi to call it khadi. The cloth is made from cotton, but it may
also include silk or wool, which are all spun into yarn on a charkha. It is a versatile fabric that
remains cool in summer and warm in winter. To improve its appearance, khadi is sometimes
starched to give it a stiffer feel. It is widely accepted in various fashion circles.Popular dresses
are made using khadi cloth such as dhoti, kurta, and handloom saris such as Puttapaka Saree,
Kotpad Handloom fabrics, Chamba Rumal, and Tussar silk. Gajam Anjaiah, an Indian master
handloom designer and a recipient of the Padma Shri, is known for his innovation and
development of tie-dye handloom products along with the Telia Rumal technique of weaving
products based on the Ikat process. Khadi, the ever present fabric of the country became part
of the independence struggle because of the way it was popularised by Gandhi. The
vocabulary that the leader used was that of denoting the fabric as an entire way of life, a way
of life that could symbolise the unity of the vast nation.18 In this sense, Gandhi can be seen as
the first true Indian designer who in a way counselled the people to adorn their bodies with the
nation's fabric— Khadi. Khadi came across as leading India away from the shackles of the
British rule for it encompassed the values that had been integral to the identity of the country
including first and foremost, simplicity, humanitarian attitude towards all and the virtue of
being independent. This was also seen as a way to infuse dedication, discipline and
perseverance among all. One of the greatest qualities of Khadi that made it so popular was its
existence as a social equalizer. Though it was meant for the masses and could be worn by the
poor, it also caught the eye of the sophisticated, thus bringing all under one canopy.

4
1.2 Need and Significance of The Study
The purpose of the study is to identify the effect of ethnocentrism and patriotism on
consumer purchase intention for Khadi products with special reference to Kerala(Population).

1.3 Statement of the Problem

Consumer needs and wants leads to long-term benefits to the business (Kotler& Keller,
2009) From the literature survey suggested that consumers’ ethnocentric tendencies depend on
the degree of the development of a country. The original concept of consumer ethnocentrism
has appeared in developed countries where consumers generally positively evaluated the
quality of domestic products. To identify the ethnocentric behavior of the Khadi consumers.
To identify the variables which leads to the purchase intention of domestic products.

1.4 Objectives of the study

 To identify the factors influencing consumer purchase intention of Khadi products.
 To identify the influence of demographic variables on consumer purchase intention of
Khadi products.

1.5 Scope of the study

The scope of the research is to study ethnocentrism and patriotism, which affect the
purchase intention of consumers on khadi products. Study is done to the population of Kerala
and questionnaire answers were collected from respondents of Kerala.

1.6 Limitation of the Study

This study was conducted within a short period of time, therefore there was time
constraint. Questionnaires were circulated to 200 individuals, availability of right and accurate
respondents were limited. Although the study was successful, we can’t generalize the outcome,
when environment is dynamic.

1.7 Organization of the Report

The report of 8 chapters of which the first chapter is about introduction and it consist of
the background of the study, need and significance of the study, statement of the problem,
objectives of the study, scope of the study, the limitations of the study and the organization of
the report. The review of literature is incorporated in the second chapter and the third chapter
is

5
the theoretical framework for the study. The research methodology consists of objectives,
hypothesis, research design, sources of data analysis techniques included in the fourth chapter
while the fifth chapter is the data analysis which contains detailed contents regarding the
analysis of data collected. Chapter six and seven contains the findings of the study and the
recommendations respectively. The conclusion of the study is written in chapter eight and
followed by references.

6
 CHAPTER 2
LITERATURE REVIEW

7
2.1 Literature Review

Marketers have always been concerned with the influence of the foreignness of a
product on consumers' product choices (Balabanis & Siamagka 2017). Shimp and Sharma
(1987) introduced the concept of consumer ethnocentrism, adapting it from Sumner's (1906)
general concept of ethnocentrism. Consumer ethnocentrism refers to the beliefs of consumers
about the appropriateness and morality of purchasing foreign made products (Shimp & Sharma
1987). It is concerned with biases that individuals have towards locally made or locally
produced products. Consumer ethnocentrism makes consumers believe in the superiority of
locally made products and to believe in the inferiority of foreign made products (Pennanen et
al. 2017). Consumers who are ethnocentric view purchasing foreign products as inappropriate.
They argue that doing so is unpatriotic, hurts the domestic economy and also results in locals
losing their jobs. By contrast, non-ethnocentric consumers are likely to consider the actual
product attributes or other emotional associations such as nostalgic attachment to a brand or
love for the brand (Chowdhury 2013). Thus, consumer ethnocentrism reflects an individual's
sense of identity and motivates the feeling of belongingness. As a result, consumer
ethnocentrism informs consumers of acceptable or unacceptable purchase behavior within a
group (Shimp & Sharma 1987).

2.1.1 Ethnocentrism

In 1906, the ethnocentrism concept was originally commenced by a sociologist named

William Sumner. He defined ethnocentrism as; when one’s own group is seen as the center
and a reference for all others. In 1987, Shimp and Sharma have initiated a specific scale to
measure consumer ethnocentrism that was generally known as CETSCALE. The "consumer
ethnocentrism” phrase is symbolized as the consumers (American) beliefs that hold about the
appropriateness, or even ethics, of buying foreign goods”. In other words, ethnocentric
consumers feel that, consuming imported products or services can be considered inappropriate,
because it could harm their own country’s economy (Rocha & Fink 2015).

Furthermore, according to Tsai, Lee and Song (2013), ethnocentric consumer is also
applied to the more general concept of ethnocentrism, specifically in the economic context.
Whereas, Mohammad Shah and Ibrahim (2012) stressed that, ethnocentrism has been used to
explain the individual versus the out group in term of sociology concept. Consumer
ethnocentrism has been proven in foreign versus domestic products with purchasing as a
8
momentous determinant (e.g. Al Ganideh 2017; Tsai et al. 2013). The construct of consumers'
ethnocentrism builds on the presumption that the consumers' ethnocentric emotions will have
significant effects on purchase intentions. However, the results have been different depending
on the characteristics of consumers and countries. The degree of consumer ethnocentrism
varies between individuals according to demographic and economic factors (Vassela, M. C.,
Fountain,
P. D, & Fountain, U. K., 2010). The stronger and individual’s consumer ethnocentrism, the
more likely one is to own domestic made products and/or intend to purchase domestic made
products.

2.1.2 Patriotism

Patriotism is the vital factors in achieving competitive advantage in the marketplace

because it portrays the individuals’ national identity (Puncheva-michelotti & Michelotti 2014).
The GALLEY PROOF Jurnal Pengurusan 52(2018) 17 pages, Galley Proof ISSN 0127-2713
Scopus, Cabell, ASEAN Citation Index (ACI) and MyCite Indexes 5 patriotism concept had
been corroborated in the area of literature, political science, and international business
(Rezvani et al. 2012). This concept simplified that patriotism is the people’s emotional feelings
towards their country without hesitating the other countries. Similarly, nationalism represents
identification of societies in a nation and focuses on supporting local products for the purpose
of strengthening and sustaining national identity, without any belief in the superiority of one
ethnicity over the others (Esa & Mohammad Shah 2013). Rybina, Reardon and Humphrey
(2010) stated that well known attribute in identifying patriotism within individuals is those
who support national manufacturers and products as part of the supports for their country. A
study by Kim, Yim and Ko (2013) indicated that, consumer patriotism is positively related to
customer attitudes towards patriotic advertising, advertised brand and sport event involvement.
This shows that high level of consumer patriotism will lead to favorable attitudes towards
advertising that is consistent to the group norms, value and goals. Patriotism has a strong
influence on willingness to buy foreign and domestic products (Han, 1998). Patriotism affects
consumer product selection and plays an important role in choosing between domestic and
foreign products (Martinez, 2000). Moreover, the study indicated that CP has a positive effect
on ethnocentrism (Shimp and Sharma, 1987). Previous study is also providing evidence for the
relationship between patriotism, cosmopolitanism and the ethnocentric tendency (Rybina, L.,
Reardon, J., & Humphrey,J, 2010). Further, highly patriotic consumers have a positive

9
preference towards cultures which are similar to their own culture, while they have a negative

1
attitude toward the others (Watson and Wright, 2000). Consumers’ high patriotic emotions
often trigger consumption bias against imports when qualities of the products are comparable
to those produced domestically (Meas, (2014)). In the extreme, domestic products, even with
lower quality, are chosen over foreign imports (Wall and Heslop; Sharma, Shimp and Shin,
1986).

2.1.3 Purchase Intention

Purchase intention is one of the outcome variables in marketing studies that explained
consumer behavior in decision making (Khalid et al. 2017). According to Sun et al. (2014),
cultures and subcultures in consumption behavior have influence on consumer’s purchase
intention. Intentions cannot act as attitudes (Khalid et al. 2017). Therefore, intention can be
defined as, “the person’s motivation in the sense of his or her conscious plan to exert effort to
carry out a behavior” (Eagly & Chaiken 1995). Thus, intention is recognized as a
determination to perform an action of purchase (Schiffman & Kanuk 2010). Purchase intention
is performed when the product is congruence with the consumer self-image or reflects
themselves (Khalid et al. 2018). Purchase intention is an important factor that attracts
consumer to make final purchase decision, by a good product branding and advertising
strategy (Hartmann & Apaolaza-Ibanez 2012). Based on Rezvani et al. (2012), purchase
intention refers to an act of making a decision that shows a person’s manner in terms of
particular products.

1
 CHAPTER 3
THEORETICAL FRAMEWORK

1
3.1 Theoretical Framework
The theoretical framework is the structure that can hold or support a theory of a
research study. The theoretical framework introduces and describes the theory which explains
why the research problem under study exists. It helps researchers to generalize the various
aspects of an observed phenomenon from simply describing it and also identifies their limits.

3.1.1 Independent Variables

Independent variables are exactly what it sounds like. They are variables that stands
alone and isn’t changed by the other variables you are trying to measure. The independent
variables that taken for this study are perceived usefulness and perceived enjoyment.

 Consumer Ethnocentrism
The concept of Consumer Ethnocentrism has been gain from the ethnocentrism concept
in sociology, which was introduced by sociologist William Summer in 1906. In the early
eighties, a study showed that buying foreign products can cause high emotional involvement
especially when it comes to national security (Crawford and Lamb, 1981). With that argument
concept of ethnocentrism going apart from psychological and social frameworks, and it was
recognized in the field of marketing as a significant factor in consumer purchasing decisions.
In Cambridge Dictionary, ethnocentrism is defining as “a belief that the people customs, and
tradition of your own race or nationality are better than those of other races”. Consumer
ethnocentrism is defined as “a belief held by customers about the appropriateness, indeed
morality of purchasing the foreign-made product and the loyalty of consumers to the products
manufactured in their home country” (Shimp and Sharma, 1987).

 Consumer Patriotism (CP)

Patriotism refers to strong feelings of love and devotion towards one’s own country, without a
corresponding hostility towards other nations (Balabanis, G., Diamantopoulos, A., Mueller, R.
D., & Melewar, T.C, 2001). In the literature, according to an argument, it indicates that
patriotism is similar to nationalism. Even though patriotism and nationalism both involve
positive feeling towards one’s nation, nationalism represents the detrimental facet of a positive
in-group evaluation. Patriots have high levels of love and loyalty for their own country , these
are not necessarily related to how they feel about foreigners (Kosterman & Meshach, 1989).

1
And they do not exhibit the extremities of nationalism (Balabanis, G., Diamantopoulos, A.,
Mueller, R. D., & Melewar, T. C, 2001). Patriotism has a strong influence on willingness to
buy foreign and domestic products (Han, 1998). Patriotism affects consumer product selection
and plays an important role in choosing between domestic and foreign products (Martinez,
2000). Moreover, the study indicated that CP has a positive effect on ethnocentrism (Shimp
and Sharma, 1987). Previous study is also providing evidence for the relationship between
patriotism, cosmopolitanism and the ethnocentric tendency (Rybina, L., Reardon, J., &
Humphrey,J, 2010). Further, highly patriotic consumers have a positive preference towards
cultures which are similar to their own culture, while they have a negative attitude toward the
others (Watson and Wright, 2000). Consumers’ high patriotic emotions often trigger
consumption bias against imports when qualities of the products are comparable to those
produced domestically (Meas, (2014)). In the extreme, domestic products, even with lower
quality, are chosen over foreign imports (Wall and Heslop; Sharma, Shimp and Shin, 1986).

3.1.2 Dependent Variables

Dependent Variables are the variables that changes as a result of the independent variable
manipulation. It’s the outcome you’re interested in measuring, and is depend on your
independent variable. In statistics, dependent variable are also called Response Variables. The
dependent variable in this study is: Purchase Intention .

 Purchase Intention
A consumer's purchasing intention refers to that consumer's attitude toward a specific
purchasing behavior and the consumer's degree of willingness to pay. This, essentially, is a
signal of consumer purchasing behavior. Purchase intention is the willingness of a customer to
buy a certain product or a certain service. Purchase intention is a dependent variable that
depends on several external and internal factors. Purchase intentions are a measure of the
respondent’s attitude towards purchasing a product or availing a service.

Purchase intentions are a very important metric in marketing. In fact, marketing based
on intentions or intent marketing is about marketing goods & items based on the intentions of
the consumers or the consumer’s intent to accept, buy or use a particular product or service
which may or may not have been clearly mentioned by the company or brand. Purchase
intentions as a measurement are effective in designing marketing activities or promotions. The

1
intent of a customer can make it very easy to exactly iterate what kind of content should be
displayed in an advertisement. The intentions can reflect information about the knowledge
levels of the consumer’s mind. And on the basis of this measurement the design of marketing
activities can be formed. Purchase intentions of a customer base can be analyzed to make an
integrated map of how to go about an advertising campaign.

3.2 Conceptual Frame Work

With the aim of determining the effect of ethnocentrism and patriotism on purchase
intention for Khadi products the following conceptual framework is developed:

FIG 3.1
INDEPENDENT VARIABLE Dependent Variable

Consumer Ethnocentrism
Purchase Intention

Consumer patriotism

1
 CHAPTER 4
RESEARCH METHODOLOGY

1
4.1 Objectives
 To identify the factors influencing consumer purchase intention of Khadi products.
 To identify the influence of demographic variables on consumer purchase intention of
Khadi products.

4.2 Hypothesis
 H1: Consumer Ethnocentrism has an influence on purchase intention of Khadi products.
 H2: Consumer Patriotism has an influence on purchase intention of Khadi products.
 H3: There is significant relationship between Place of Residence and Ethnocentrism,
Patriotism, Purchase Intention of Khadi products.
 H4: There is significant relationship between Gender and Ethnocentrism, Patriotism,
Purchase Intention of Khadi products.
 H5: There is significant relationship between Educational Qualification and
Ethnocentrism, Patriotism, Purchase Intention of Khadi products.
 H6: There is significant relationship between Income and Ethnocentrism, Patriotism,
Purchase Intention of Khadi products.
 H7: There is significant relationship between age and Ethnocentrism, Patriotism,
Purchase Intention of Khadi products.

4.3 Research Design

The research design selected for this project is descriptive research. Descriptive
research aims to shed light on the current issues or problems in the framework of a process for
the collection of data that allows them to describe the situation in a more comprehensive
manner that it was possible without the use of this method. In its essence, descriptive studies
are used to describe various aspects of the phenomenon. In its popular format, the descriptive
research is used to describe the characteristics and/or the behavior of the population of the
sample.

4.4 Source Of Data

Data was collected through primary source as well as secondary source. Primary source of data
collection was done by preparing questionnaires. Secondary source of data collection was done by
collecting data’s from Articles, Journals, and Magazines etc.

1
4.5 Population
The target is of different demographic elements. Kerala was taken for the research
regarding the purchase intention of consumers towards khadi products.

4.6 Sample Design

Researchers try to get information from large population in order to use in their study
and to make it accurate. A sampling frame must be defined which represent the interests of the
population which is to be drawn. The framework of the sampling may be identical to the
population or it may be only a part of the latter and is therefore subject to certain sub coverage,
or it may have an indirect relationship to the population.

4.7 Sample Size

The size of the sample is an important feature of any empirical study. The size of the
sample of this study is to 200.

4.8 Sampling Method

Sampling method used in this study is Random sampling method. Random sampling is
a part of the sampling technique in which each sample has an equal probability of being
chosen. A sample chosen randomly is meant to be an unbiased representation of the total
population.

4.9 Method Of Data Collection

A close-ended questionnaire with 5-point Likert scale containing 11 questions was
used to examine whether the respondents strongly Agree or whether Strongly Disagree by
using statements that measure variables in the hypothesis of this research. Existing established
measures were analyzed and adopted properly to reveal meaningful findings.

4.10 Drafting A Questionnaire

DIMENSION INDICATORS MEASUREMENT AND
SOURCE
Consumer  Indian people should 5-point Likert scale,
Ethnocentrism always buy Indian made Questionnaire
products instead of Source-CETSCALE,
imported products. Consumer Ethnocentric
Tendencies Scale

1
  By purchasing domestic (Shimp and
products I help my country Sharma,
in its development. 1987)
 Only those products that are
unavailable in India should
be imported
 I think the Government
should impose heavy tax on
foreign goods
 The purchase of foreign
brands hurts the economy
Patriotism  I like the idea of owning 5-point Likert scale
domestic products Questionnaire
 I shop at retail store that (Kosterman and
makes special effort to offer Feshback’s, 1989)
domestic brands.
 I try to buy mostly domestic
brands
Purchase Intention  I consider purchasing 5-point Likert scale
Domestic goods rather than Questionnaire
Foreign goods (Fishbein and
 I would seriously Ajzen, 1977)
contemplate
buying Domestic products
 I would intend to buy those
products which have an
origin in India

4.11 Data Analysis Technique

In this study SEM, Structural Equation Modeling is used to test and evaluate the
multivariate casual relationship between independent variables and dependent variables that
taken in the study. Structural Equation Modeling(SEM) is a powerful multivariate analysis
technique widely used in the social sciences. Its applications range from simple analysis of
relationships between variables to complex analysis of measurement equivalence in first-order
and higher-order configurations. It provides a flexible framework for developing and analyzing
complex relationships between multiple variables, allowing researchers to use empirical
models to test the validity of their theory. Structural Equation Modeling(SEM) using warp
PLS7.0 . T-
test ,Annova was measured using IBM SPSS version 26. Perhaps the biggest advantage is the

1
ability to manage measurement error, which is one of the major limitations of most studies. Its
application has been observed in many fields, but is not yet widely used in medical research
and epidemiology.

2
 CHAPTER 5
DATA ANALYSIS

2
5.1 Introduction

Table 5.1 Sample profile description (in percentage)

AGE RESPONSE
<18 1%
18-24 70.5%
25-34 14%
35-44 2.5%
>45 12%

EDUCATIONAL QUALIFICATION PERCENTAGE

+2 8%
Graduation 39%
Post-Graduation 50%
Others 3%

PLACE OF RESIDENCE PERCENTAGE

Urban 53.5%
Rural 46.5%

INCOME PERCENTAGE
<20000 47.5%
20001-40000 27.5%
40001-60000 12.5%
60001-80000 6%
>80001 6.5%

GENDER PERCENTAGE
Male 52.5
Female 47.5

2
 Table 5.2 Consumer Ethnocentrism

SI.NO QUESTIONS S.D D N A S.A

1 Indian people should always 5.5% 20.5% 30% 39.5% 4.5%

buy Indian made products
instead of imported products.

2 By purchasing domestic 1.5% 3% 27.5% 57.5% 10.5%

products I help my country in
its development.

3 Only those products that are 3.5% 13.5% 26.5% 50.5% 6%

unavailable in India should be
imported

4 I think the Government should 6.5% 18.1% 33.2% 36.7% 5.5%

impose heavy tax on foreign
goods

5 The purchase of foreign 2.5% 18.5% 32% 42.5% 4.5%

brands hurts the economy

Interpretation
From the first question we can understand that majority of the people chooses agree and the
least opts for strongly agree. In the second question majority of the people chooses agree and
the least chooses strongly disagree. Majority of the people have chosen agree and the least
have been opted for strongly agree for the third question. In the fourth question most of the
respondent’s have opted agree and the least have opted for strongly disagree.

2
 Table 5.3 Consumer Patriotism
SI.NO QUESTIONS S.D D N A S.A

1 I like the idea of owning 1% 2% 28.1% 54.8% 14.1%

domestic products

2 I shop at retail store that 1.5% 10.1% 42.2% 42.2% 4%

makes special effort to offer
domestic brands.

3 I try to buy mostly domestic 0.5% 14.6% 34.8% 46% 4%

brands

Interpretation
Majority of the respondent’s agree to the idea of owning domestic product’s and 1% of the
respondents strongly disagree to this. Same level of percentage have been obtained for neutral
and agree for the second question and the least choice was gone for strongly disagree opinion.
Nearly 46% of the respondents like the idea of buying domestic products, and 0.5% of the
respondent’s strongly disagree to it.

2
 Table 5.4 Purchase Intention
SI.NO QUESTIONS S.D D N A S.A

1 I consider purchasing 2% 11.5% 34.5% 46% 6%

Domestic goods rather than
Foreign goods

2 I would seriously contemplate 1.5% 7.6% 37.4% 48% 5.6%

buying Domestic products

3 I would intend to buy those 1.5% 9.6% 31.8% 50% 7.1%

products which have an origin
in India

4 I think purchasing Indian 2% 6.1% 24.4% 57.4% 10.2%

products motivates Indian
consumers

5 Indian products reach up to 1.5% 8.6% 39.4% 46.5% 4%

my level of satisfaction

Interpretation
Most of the respondents agree to the concept to consider purchasing domestic goods rather
than foreign goods. But 2% of the population strongly disagree to it.. 48% of the respondents
agree to the opinion that they would seriously contemplate buying domestic products. Half of
the respondents agree that they would intend to buy those products which have an origin in
India..57.4% of the respondents think that purchasing Indian products will motivate Indian
consumer’s.46.5% of the respondents prefer that Indian products were able to reach up to the
level of satisfaction. Only 1.5% of the respondents strongly disagree to it.

2
5.2 Testing of hypothesis

To analyze causal relationships between constructs used in the study, the structural
equation modeling (SEM) approach was adopted. Structural equation modeling is a statistical
technique used for testing and estimating causal relationships based on statistical data and
qualitative causal assumptions. The SEM technique can be divided into two parts. The
measurement model is the part which relates measured indicators to latent variables. The
structural model is the part that relates latent variables among one another. The estimation of
the model requires calculating of the parameters related to both measurement model and
structural model using appropriate estimation methods. Analysis of the research model was
done using the Partial Least Square (PLS) based software, Warp PLS 7.0.

The choice of Partial Least Square Analysis was justified on two counts. The first was
that PLS can accommodate both reflective and formative scales easily, compared to covariance
structure analysis. The second aspect was that PLS does not require any a priori distributional
assumptions and a relatively small sample size is acceptable (Chin, Marcolin, & Newsted,
2003). The major features of Warp PLS 7.0 include model fit indices, ‘p’ values for path
coefficient and latent variable coefficients to assess reliability and validity considerations.
Warp PLS 7.0 evaluates both measurement model as well as structural model simultaneously.

The PLS regression algorithm with boot strapping method of re-sampling was used for
estimation of the model that maximizes the variance explained in the latent variable scores by
the latent variable indicators. The estimates included path coefficients with ‘p’ values,
indicators’ weights, loadings, and factor scores.

5.3 HYPOTHESIS

Objective 1: To identify the factors influencing consumer purchase intention of Khadi

products.
 H1: Consumer ethnocentrism influences purchase intention of Khadi products.
 H2: Consumer patriotism influences purchase intention of Khadi products.

2
 Structural Model

Figure 5.1

Interpretation

SEM, WASP (PLS) 7.0 was used to test the hypothesis. From the model it was
identified that there is significance and positive relationship between ethnocentrism,
patriotism towards purchase intention. Ethnocentrism β value was 0.28 and p<0.01.
Patriotism had a positive relation on purchase intention with β=0.53 and p<0.01. Value
of R2 was 0.52. Thus 52% of the variance in purchase intention of Khadi products is
explained by consumer ethnocentrism and patriotism

2
5.4 Path-Coefficients

PI PAT ETHNO
PI 0.525 0.275

5.5 P-Values

PI PAT ETHNO
PI <0.001 <0.001

5.6 Adjusted R-Squared Co-Efficient

PI
0.515

Interpretation

Purchase Intention which acts as the dependent variable have a regression value of 0.515.

5.7 Composite Reliability Co-Efficient

PI PAT ETHNO
0.844 0.772 0.798

Interpretation

Co-efficient is obtained by combining all the true score variances and co-variances in the
composite of indicator variables related to constricts, and by dividing this sum by the total
variance in the composite.

5.8 Cronbach’s Alpha Co-Efficient

PI PAT ETHNO
0.769 0.557 0.683

2
Interpretation

Cronbach’s alpha is a measure of the internal consistency or reliability between several items,
measurement or ratings. I n other words it estimates how reliable are the responses of a
questionnaire, an instrument or rating evaluated by subjects which will indicate the stability of
the tools. The study showed that all questions are reliable, Internal Consistency more than or
equal to 0.8

5.9 Average Variance Extracted

PI PAT ETHNO
0.522 0.531 0.457

Interpretation

Average Variance Extracted (AVE) is a measure of the amount of variance that is

captured by a construct in relation to the amount of variance due to measurement error. In the
study Average Variance Extracted have values more than 0.5 which means that it has more
than the minimum threshold.

2
 Table 5.5
No. Hypothesi Bet Sig. Result
s a
valu
e
1. There is relationship between Ethnocentrism 0.28 <0.0 Accepte
and Purchase Intention 1 d
2. There is relationship between Patriotism and 0.53 <0.0 Accepte
Purchase Intention 1 d

Table 5.6 Combined loadings and cross loadings

PI PAT ETHNO Type( a SE) P Value

PI1 0.749 -0.064 0.181 Reflect 0.061 <0.001

PI2 0.730 0.085 0.019 Reflect 0.061 <0.001
PI3 0.769 -0.016 0.080 Reflect 0.061 <0.001
PI4 0.613 0.060 -0.111 Reflect 0.063 <0.001
PI5 0.741 -0.052 0.193 Reflect 0.061 <0.001
PAT1 0.233 0.656 -0.289 Reflect 0.062 <0.001
PAT2 -0.296 0.772 0.054 Reflect 0.061 <0.001
PAT3 0.100 0.754 0.196 Reflect 0.061 <0.001
ETHNO1 -0.012 -0.078 0.777 Reflect 0.061 <0.001
ETHNO2 0.183 0.358 0.338 Reflect 0.066 <0.001
ETHNO3 0.120 -0.021 0.676 Reflect 0.062 <0.001
ETHNO4 -0.074 -0.059 0.770 Reflect 0.061 <0.001
ETHNO5 -0.0108 -0.001 0.718 Reflect 0.062 <0.001

Interpretation
The table shows the cross-loading of all observed variables was more or equal
sustainable than the inter-correlation of the construct of all the observed variables in the model.
Therefore , these findings confirmed the cross loadings assessment standards and provide
acceptable validation for discriminant validity of the measurement model.

3
 Objective 2: To identify the influence of demographic variables on consumer purchase
intention of Khadi products.
 H3: There is significant relationship between Gender and Purchase Intention of Khadi
products.
Table 5.7 Group Statistics of gender
Group Statistics
GENDER N Mean Std. Deviation Std. Error Mean
MALE 105 3.3486 .66854 .06524
ETHNO
FEMALE 95 3.3537 .55617 .05706
MALE 105 3.3302 .67700 .06607
PAT
FEMALE 95 3.3965 .55072 .05650
MALE 105 3.3310 .65274 .06370
PI
FEMALE 95 3.4895 .59016 .06055

Table 5.8 Independent Samples Test

Levene's t-test for Equality of Means
Test for
Equality of
Variances

F Sig. t df Sig. Mean Std. Error 95% Confidence

(2- Difference Difference Interval of the
tailed) Difference
Lower Upper
Equal
variances 3.049 .082 -.058 198 .953 -.00511 .08747 -.17761 .16738
assumed
ETHNO
Equal
variances not -.059 196.652 .953 -.00511 .08668 -.17605 .16582
assumed
Equal
variances 1.125 .290 -.755 198 .451 -.06633 .08783 -.23953 .10687
assumed
PAT
Equal
variances not -.763 195.851 .446 -.06633 .08693 -.23778 .10512
assumed

3
 Equal
-
variances .369 .544 198 .074 -.15852 .08833 -.33271 .01567
assumed
PI 1.795
Equal
variances not 198.000 .073 -.15852 .08789 -.33184 .01479
-
assumed

1.804

3
Interpretation

T-test version SPSS 26 was used to test the hypothesis. From the table it was identified that
there was no significant difference among males and females in purchase intention.

 H4: There is significant relationship between place of residence and Purchase

Intention of Khadi products.
Table 5.9 Group Statistics of place of residence

AREA N Mean Std. Deviation Std. Error Mean

URBAN 107 3.3495 .66735 .06451
ETHNO
RURAL Table 5.1093Independent
3.3527Samples Test .55513 .05756
URBAN 107 3.3614 .68393 .06612
PAT
RURAL 93 3.3620 .53985 .05598
URBAN 107 3.3995 .69606 .06729
PI
RURAL 93 3.4140 .54110 .05611

Levene's Test t-test for Equality of Means

for Equality of
Variances

F Sig. t df Sig. Mean Std. Error 95% Confidence

(2- Difference Difference Interval of the
tailed) Difference
Lower Upper

Equal
-
variances 1.926 .167 198 .971 -.00316 .08758 -.17586 .16955
.036
assumed
ETHNO
Equal
-
variances not 197.636 .971 -.00316 .08646 -.17366 .16735
.036
assumed

3
 Equal
-
variances 3.169 .077 198 .994 -.00064 .08806 -.17429 .17302
.007
assumed
PAT
Equal
-
variances not 196.249 .994 -.00064 .08663 -.17149 .17022
.007
assumed Equal
variances
-
assumed 3.076 .081 198 .871 -.01445 .08915 -.19025 .16136
PI .162
Equal
variances not
-
assumed 195.662 .869 -.01445 .08761 -.18724 .15835
.165

Interpretation

T-test version SPSS 26 was used to test the hypothesis. From the table it was identified that
there was no significant difference between place of residence and purchase intention.

 H5: There is significant relationship between education and Purchase Intention of

Khadi products.

Table 5.11 ANOVA of income

Sum of Squares df Mean Square F Sig.

Between Groups 1.392 3 .464 1.227 .301

ETHNO Within Groups 74.167 196 .378

Total 75.560 199

Between Groups .373 3 .124 .320 .811
PAT Within Groups 76.022 196 .388
Total 76.395 199
Between Groups 1.797 3 .599 1.535 .207

PI Within Groups 76.508 196 .390

Total 78.305 199

 H6: There is significant relationship between income and Purchase Intention of Khadi
products.

Table 5.12 ANOVA of education

Sum of Squares df Mean Square F Sig.

ETHNO Between Groups 2.619 4 .655 1.751 .140

3
 Within Groups 72.940 195 .374
Total 75.560 199
2.463 4 .616 1.624 .170
Between Groups
73.932 195 .379
PAT Within Groups
76.395 199
Total
2.001 4 .500 1.278 .280
Between Groups
76.304 195 .391
PI Within Groups 78.305 199
Total

 H7: There is significant relationship between education and Purchase Intention of

Khadi products.
Table 5.13 ANOVA of age

Sum of Squares df Mean Square F Sig.

Between Groups 5.144 4 1.286 3.561 .008

ETHNO Within Groups 70.416 195 .361

Total 75.560 199

Between Groups 1.639 4 .410 1.069 .373
PAT Within Groups 74.756 195 .383
Total 76.395 199
Between Groups 2.981 4 .745 1.929 .107

PI Within Groups 75.324 195 .386

Total 78.305 199

Table 5.14 Multiple Comparisons of age

Tukey HSD

Dependent (I) AGE (J) AGE Mean Std. Sig. 95% Confidence Interval
Variable Difference Error Lower Upper
(I-J) Bound Bound

18-24 -.28652 .42792 .963 -1.4648 .8917

LESS THAN 25-34 -.50714 .43983 .778 -1.7182 .7039
18 35-44 .12000 .50277 .999 -1.2644 1.5044

ABOVE 45 -.67500 .44227 .547 -1.8928 .5428

ETHNO
LESS THAN
.28652 .42792 .963 -.8917 1.4648
18
18-24
25-34 -.22062 .12433 .391 -.5630 .1217
35-44 .40652 .27346 .572 -.3465 1.1595

3
 ABOVE 45 -.38848* .13269 .031 -.7538 -.0231
LESS THAN
.50714 .43983 .778 -.7039 1.7182
18

25-34 18-24 .22062 .12433 .391 -.1217 .5630

35-44 .62714 .29175 .204 -.1762 1.4305
ABOVE 45 -.16786 .16716 .853 -.6281 .2924
LESS THAN
-.12000 .50277 .999 -1.5044 1.2644
18

35-44 18-24 -.40652 .27346 .572 -1.1595 .3465

25-34 -.62714 .29175 .204 -1.4305 .1762
ABOVE 45 -.79500 .29541 .059 -1.6084 .0184
LESS THAN
.67500 .44227 .547 -.5428 1.8928
18

ABOVE 45 18-24 .38848* .13269 .031 .0231 .7538

25-34 .16786 .16716 .853 -.2924 .6281
35-44 .79500 .29541 .059 -.0184 1.6084
18-24 .00473 .44091 1.000 -1.2093 1.2188
LESS THAN 25-34 -.16667 .45318 .996 -1.4145 1.0812
18 35-44 .33333 .51803 .968 -1.0930 1.7597
ABOVE 45 -.13889 .45569 .998 -1.3936 1.1158
LESS THAN
-.00473 .44091 1.000 -1.2188 1.2093
18

18-24 25-34 -.17139 .12810 .668 -.5241 .1813

35-44 .32861 .28177 .771 -.4472 1.1044
ABOVE 45 -.14362 .13672 .831 -.5201 .2328
LESS THAN
.16667 .45318 .996 -1.0812 1.4145
18

25-34 18-24 .17139 .12810 .668 -.1813 .5241

PAT
35-44 .50000 .30061 .459 -.3277 1.3277
ABOVE 45 .02778 .17224 1.000 -.4465 .5020
LESS THAN
-.33333 .51803 .968 -1.7597 1.0930
18

35-44 18-24 -.32861 .28177 .771 -1.1044 .4472

25-34 -.50000 .30061 .459 -1.3277 .3277
ABOVE 45 -.47222 .30438 .530 -1.3103 .3659
LESS THAN
.13889 .45569 .998 -1.1158 1.3936
18

ABOVE 45 18-24 .14362 .13672 .831 -.2328 .5201

25-34 -.02778 .17224 1.000 -.5020 .4465
35-44 .47222 .30438 .530 -.3659 1.3103

3
 18-24 -.10638 .44258 .999 -1.3250 1.1123
LESS THAN 25-34 -.30357 .45490 .963 -1.5561 .9490
18 35-44 .25000 .51999 .989 -1.1818 1.6818

ABOVE 45 -.37500 .45742 .924 -1.6345 .8845

LESS THAN
.10638 .44258 .999 -1.1123 1.3250
18

18-24 25-34 -.19719 .12859 .542 -.5513 .1569

35-44 .35638 .28283 .716 -.4224 1.1352

ABOVE 45 -.26862 .13724 .291 -.6465 .1093

LESS THAN
.30357 .45490 .963 -.9490 1.5561
18
25-34 18-24 .19719 .12859 .542 -.1569 .5513
PI
35-44 .55357 .30175 .357 -.2773 1.3844
ABOVE 45 -.07143 .17289 .994 -.5475 .4046

LESS THAN
-.25000 .51999 .989 -1.6818 1.1818
18

35-44 18-24 -.35638 .28283 .716 -1.1352 .4224

25-34 -.55357 .30175 .357 -1.3844 .2773

ABOVE 45 -.62500 .30553 .248 -1.4663 .2163

LESS THAN
.37500 .45742 .924 -.8845 1.6345
18

ABOVE 45 18-24 .26862 .13724 .291 -.1093 .6465

25-34 .07143 .17289 .994 -.4046 .5475
35-44 .62500 .30553 .248 -.2163 1.4663

*. The mean difference is significant at the 0.05 level.

Interpretation
There is a significant difference between different age groups and ethnocentrism of Khadi
products. Consumers above 45 and consumers between 18 to 24 behave differently .

3
CHAPTER
6
FINDINGS

3
6.1 Findings

 According to the Data Analysis done by using Partial Least Square Analysis, it was
found out that both consumer Ethnocentrism and consumer patriotism significantly
influences on the purchase intention of Khadi products.
 It was found out that, there is a significant and positive relationship between consumer
ethnocentrism and purchase intention.
 In the case of patriotism it was found out that, there is a significant and positive
relationship between consumer patriotism and purchase intention of khadi products.
 52% of the variance in purchase intention is explained by patriotism and
ethnocentrism (R2 =0.52).
 While doing Partial Least Square Analysis it was found out that all the demographic
variables(Gender, Educational Qualification, Place of residence, Monthly Income) do
not have a significant difference between Ethnocentrism, Patriotism and Purchase
Intention of Khadi products except Age of the respondents.
 Ethnocentrism is high for those individuals who belongs to the age group of 45 and
above when compared with 18-24 age groups.
 The manufacturers can pomote patriotism towards the purchase intention of Khandi
products.

3
 CHAPTER 7
RECOMMENDATIONS

4
7.1 Recommendations

This study helped us to understand that consumer ethnocentrism and consumer

patriotism are the two important variables which contributes towards purchase
intention of domestic products In our study it helped us to understand the significant
and positive relationship of the variables towards the purchase intention of khadhi
products. During the time of testing it was found out that, there exists significant
difference between age and purchase intention. People who are above 45 years old,
they posses high ethnocentrism towards domestic products. But it is different in the
case of respondents who belongs to the age group of 18-24. Their level of
ethnocentrism towards domestic products is comparatively less. It was also found out
that the taste and preference of these age groups differ. So it will be advisable if
domestic products are being produced according to the taste and preference of these
age groups. Products need to be manufactured by considering all the demographic
variables. All these variable are important for the purchase intention of domestic
products.

4
 CHAPTER 8
CONCLUSIONS

4
Conclusion
High ethnocentric customers displayed a high tendency to buy Khadhi products than
foreign products. Further, it was found that higher the Consumer Ethnocentrism, higher the
consumer preference. Ethnocentric consumers perceive that purchasing foreign-made products
is wrong due to the hurt Indian businesses, it causes to the local economy damaged, creating
unemployment and in this study, it is at an average level.

Research find that there is a positive relationship between consumer ethnocentrism and
consumer purchase intention.. Consumers with highly ethnocentric attitudes perceive that
purchasing foreign-made products is wrong due to the damage to the country and it causes to
the local economy, i.e. creating unemployment (Shimp and Sharma, 1987).Moreover, the
patriotic behaviour of consumer’s, idea to support to the Indian Khadhi producers as to
demonstrate allegiance to the country, emotionally attached to the country at law level, cause
to this relationship.
Moreover, Consumer Ethnocentrism and Consumer Patriotism have significant positive effect
on consumer purchase intention for Khadhi products in India. The highest effect is having with
Consumer Ethnocentrism. Ethnocentrism can be a major factor of consumer’s domestic
product preference; patriotism can be a possible resistance for Indian’s to purchase foreign
products.

4
REFERENCES
 Aynadis, Z. (2012). Assessment of ethnocentric behaviour of customers and their
preference among domestic or international products.
 Balabanis, G., Diamantopoulos, A., Mueller, R. D. (2001). The impact ofnationalism,
patriotism and internationalism on consumerethnocentric tendencies. Journal of
international business studies,157-175.
 Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C.
(2001).The impact of nationalism, patriotism and internationalism on consumer
ethnocentric tendencies. Journal of international business studies, 157-175.
 Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. .
(2001).The impact of nationalism, patriotism and internationalism on consumer
ethnocentric tendencies. . Journal of international business studies, 32(1), , 157-
175.
 ExportDevelopmentBoard. (2015). sri lankan handloom sector. SriLanka: Export
Development Board.
 Lu Wang, C., & Xiong Chen, Z. . (2004). Consumer ethnocentrism and willingness
to buy domestic products in a developing country setting: testing moderating effects,.
Journal of Consumer Marketing, 21(6), 391-400.
 Luque-Martinez, T., Ibanez-Zapata, J. A., & del Barrio-Garcia, S. (2011). Consumer
ethnocentrism measurement-An assessment of the reliability and validity of the
CETSCALE in Spain. European Journal of Marketing, 1353-1374..
 Nadiri and Tumer. (2010). Influence of ethnocentrism on consumers’ intention to buy
domestically produced goods: an empirical study in North Cyprus. Journal of Business
Economics and Management,, 11(3), pp.444-461.
 Rybina, L., Reardon, J., & Humphrey,J. (2010). Patriotism, Cosmopolitanism,
Consumer Ethnocentrism And Purchase Behavior In Kazakhstan. KAZAKHSTAN:
Organizations & Markets in Emerging Economies.
 Sainy & Jangalani. (2012). A Study On Ethnocentrism And Buying Behavior Among
B-School Students Dr. Monica Sainy.
 Shimp and Sharma. (1987). Consumer ethnocentrism: construction and validation
of the CETSCALE. Journal of marketing research, pp.280-289.

4
 Vassela, M. C., Fountain, P. D, & Fountain, U. K. (2010). Consumer ethnocentrism,
patriotism, global openness and country of origin effect: A literature review. In
Annual Conference, Las Vegas, (pp. (pp. 868-882)). Las Vegas.
 Wall and Heslop; Sharma, Shimp and Shin. (1986). Consumer ethnocentrism: A test of
antecedents and moderators. . Journal of the academy of marketing science,, 26-37.
 Wel, C. A. C., Alam, S. S., & Omar, N. A. (2015). The Effect of Ethnocentrism and
Patriotism on Consumer Buying Intention. Conference on Business, Marketing &
Information System Management (BMISM’15), (pp. 25-26).

4
 APPENDIX
PERSONAL INFORMATION
1. Age
 <18
 18-24
 25-34
 35-44
 >45

2. Gender
 Male
 Female
 Others

3. Education qualification
 +2
 Graduation
 Post-graduation
 Others

4. Place you currently reside

 Urban
 Rural

5. Monthly income
 <20000
 20001-40000
 40001-60000
 60001-80000
 >80001

Questions

1. Indian people should always buy Indian made products instead of imported products.
o Strongly disagree
o Disagree
o Neutral
o Agree

i
 o Strongly agree

2. By purchasing domestic products I help my country in its development.

o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
3. I shop at retail store that makes special effort to offer domestic brands.
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
4. I find domestic goods more desirable than foreign produced goods
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
5. Only those products that are unavailable in India should be imported
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
6. I think the Government should impose heavy tax on foreign goods
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
7. I consider purchasing Domestic goods rather than Foreign goods
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

i
8. I think purchasing Indian products motivates other Indian consumers
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
9. I would seriously contemplate buying Domestic products
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
10. I would intend to buy those products which have an origin in India
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
11. Indian products reach up to my level of satisfaction
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
12. I try to buy mostly domestic brands
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree
13. I take time to look at labels in order to knowingly buy more domestic brands
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

i
14. The purchase of foreign brands hurts the economy
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

15. I like the idea of owning domestic products

o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree