Determinants Of Consumer Ethnocentrism For University Students In Tanzania
Consumer ethnocentrism (Shimp and Sharma, 1987) refers to the tendency on how customers or individuals perceive foreign-made products and domestically produced products, whereby some are highly ethnocentric and others are non-ethnocentric . Ethnocentric individuals believe that buying products from abroad results into adeverse economic effects such as decline in economic activities, decline in domestic employment rates and some view it as being unpatriotic.
Non-ethnocentric consumers tend to prefer foreign-made products to domestic products due to their external features believing that foreign-made products are of high quality compared to domestically produced products, products are evaluated on their merits irrespective of their country of origin, or possibly even viewed more positively simply because they are foreign.
The ethnocentric view the domestic market to be of much significance than foreign markets thus contribute their felings of identity and belonging. Determinants of consumer ethnocentrism may vary from country to country and culture to culture. Previous reseachers identified Tanzanian individuals as non-ethnocentric thus being more interested with foreign-made products than domestic products.
Despite the efforts of Tanzania to improve the industrial sector and produce higher quality products in order to reduce importation of goods and services from abroad, most of individuals continue to purchase more goods from outside the country. Therefore, the question comes, what factors influence individuals to prefer foreign-made products than domestic products. The study intends to find why individuals are most interested with the products from abroad.
The main objective of the study is to identify the reasons that causes an individual to buy product from outside the country even if that product is available in domestic market.
The coverage of this study is the University of Dar es Salaam. It will focus on the University of Dar es Salaam students, because it comprises of individuals from various regions of Tanzania thus will provide a diverse and wide range of information obtained.
The study will focus on the University of Dar es Salaam students. The selection of the coverage is due to time and financial constraints that prevent the research from covering a wider range.
According to Crosby (1976), individuals feel deprived when they are treated or compensated unjustly compared to some standard of reference. Hence, deprivation is associated with dissatisfaction due to lack of justice and fairness.
An individual in a group, which is deprived of socio-economic benefits available to another group, will imitate the lifestyle and strive to acquire objects, goods and services of the other group.
It follows from Merton and Rossi (1962) that individuals aspire to emulate members of reference groups because they want to reduce the socio-economic difference with them. This explains why poorer individuals in a society imitate the lifestyle of their wealthier fellow citizens. This also explains why individuals in poorer economies copy the way of life in wealthier societies for example by acquiring their imports.
The theory of psychological reactance forms the basis for consumer ethnocentric tendencies (Shimp 1984, Shimp and Sharma 1987). The reactance results from perceived threats to socio-economic circumstances of consumers. Individuals are forced to choose between national and foreign products, a consumer may experience reactance and may opt for national items if he feels that foreign alternatives represent a threat to personal prosperity or the welfare of her in-group (Shimp and Sharma 1987). In the terminology of psychological reactance theory, imports reduce or eliminate freedom to have socio-economic stability.
Dual processing theory also proposes a negative impact of consumer ethnocentric tendencies on purchasing intentions towards foreign products. According to this theory, consumer ethnocentrism is a general tendency indicating reluctance to purchase imports. It may result in unwillingness to buy specific foreign items. It was shown that consumer ethnocentric tendencies lead to favourable attitudes towards specific domestic products and brands. It was also found that consumer ethnocentric tendencies determine negative attitudes towards specific imported items. For instance, consumer ethnocentrism determined negative attitudes towards imported products and brands in Shimp and Sharma (1987), Netemeyer, Durvasula and Lichtenstein (1991), Bawa (2004), Klein, Ettenson and Krishnan (2006) and Kwak, Jaju and Larsen (2006).
This study will use the interpretivism philosophy because it focuses on the interpretation of people’s actions specifically their preference of foreign products and the reasons behind such preference.
The study will also look into the influence of environmental, socio-cultural and economic factors that drive the consumer’s perception on foreign and domestic products.
This study will use an inductive research approach. This is because the study looks into the perception, personal views and opinions of consumers as to why and how they view and ultimately choose to purchase a foreign or local product.
The study will collect data through the following methods:
Identical questions will be asked to all respondents in an open-ended form thus allowing them to contribute as much details as they please and it would also allow for the researcher to ask follow up questions to assess the purchasing behavior of consumers.
The sampling technique for this study is non-probability sampling due to the qualitative research approach of the study. The study will employ convenience sampling approach because the individuals of interest are students who have busy and varying schedules. Other factors include time and financial constraints of the research .
Our study will be conducted in Tanzania and focus on University students in Tanzania.
The sample for this study are students at the University of Dar es Salaam Business School (UDBS), who will be representative of university students in Tanzania as it is the largest university in Tanzania with the most diverse individuals from all regions in the country that will provide a sample that is highly representative of the population under study.
The sample frame will be obtained at the University of Dar es Salaam Business School, from the dean of UDBS. This will be the listing of all population members of interest from which the sample will be drawn.
The study will take a sample size of a hundred university students from UDBS. The data will be collected from both female and male UDBS students.
The nature of data that will be used in this study is primary data. The primary data will be collected through open-ended questionnaires and standardized open-ended interviews.
The data that will be obtained will be processed by using qualitative data processing software that fits such data.
The data processed will be effectively analyzed to indicate and prove the relationship that exists between the groups of data.
Abstract The purpose of this study is to enquire the influence of ethnocentrism on customers purchase intention towards foreign products that moderated by social media. Much attention is given for foreign customers because there are many issues that multinational corporations have to consider to get the benefits from foreign customers. The paper looks at recent research dealing with need for uniqueness and trust of the product because both of them are important factors from the customers’ point of view. Besides,...
Ethnocentrism alludes to the wide conviction within the social predominance of one’s ethnicity and, more regularly, abnormally tall respect for one’s possess racial, social, social gather. This procedure of utilizing one’s possess community as identical to all other social orders is named ethnocentrism (Samovar et AL, and Dom Nwachukwu). Numerous scholastics have characterized ethnocentrism (Cushner & Brislin, 1996; Kottak) as ‘making judgments’ subordinate on the levels of one’s social bunches by using those parameters to assess certain demeanors and values...
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Sociologist William Graham Sumner (1906) coined the term ethnocentrism to refer to the tendency to assume that one’s own culture and way of life represent the norm or are superior to all others. (Richard T. Schaefer – Sociology_ A Brief Introduction-McGraw-Hill Humanities Social Sciences Languages (2012)) Ethnocentrism is a major factor in the divisions among members of different ethnicities, races, and religious groups. One’s ethnic group is superior to another. Ethnocentric individuals believe they are better than other individuals for...
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