EXAMINING THE IMPACT OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTIONS TOWARD INDIGENOUS AYURVEDIC ORAL CARE PRODUCTS : EVIDENCE FROM A REGIONAL STUDY IN INDIA

Sarvesh Soni; Dr. Rekha Pal; Urvi Zalavadia

doi:10.5281/zenodo.17046445

Authors

Sarvesh Soni Assistant Professor, Faculty of Management, Monark University, Ahmedabad
Dr. Rekha Pal Assistant Professor, Faculty of Management, Monark University, Ahmedabad
Urvi Zalavadia Assistant Professor, Faculty of Management, Monark University, Ahmedabad

DOI:

https://doi.org/10.5281/zenodo.17046445

Keywords:

Consumer Ethnocentrism, Purchase Intention, Ayurvedic Oral Care Products, Brand Loyalty, Product Quality

Abstract

This study explores the impact of consumer ethnocentrism on the purchase intentions of Made-in-India Ayurvedic oral care products in Rajkot, Gujarat. Using a structured questionnaire incorporating the CETSCALE and purchase intention items, data was collected from 130 respondents of varying socio-demographic backgrounds. The findings reveal a moderate level of ethnocentric tendencies (mean CETSCALE score = 3.70) but a stronger intention to purchase Indian Ayurvedic oral care products (mean = 3.82), primarily due to perceptions of quality and reliability rather than patriotic motives. Correlation analysis (r = 0.698, p < 0.01) and ANOVA results (F = 6.164, p < 0.01) indicate a significant but not dominant influence of ethnocentrism on purchase intention. The study concludes that functional product benefits outweigh ethnocentric sentiments in shaping consumer preferences. Limitations include a small, localized sample. Future research should examine broader regions and additional factors such as brand equity and consumer attitudes.

References

I. Caruana, A. (2005) The effect of anomia on ethnocentric tendencies: a study among small businesses in two island microstates, Journal of Euromarketing 14(4): 77–93. doi:10.1300/J037v14n04_05

II. Chryssochoidis G., Krystallis A., Perreas P.(2007). „ Ethnocentric beliefs and country of origin (COO) effect“, European Journal of Marketing, 41 (11/12): 1518- 1544.

III. Garg Sanjeev & Jain Pradip (2016) Ethnocentric tendencies in Indian consumers- An empirical study, International Journal of Sales & Marketing Management Research and Development (IJSMMRD)

IV. Halil Nadiri & Mustafa Tümer (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, 444-461. http://dx.doi.org/10.3846/jbem.2010.22

V. Herche J. (1992) „A note on the predictive validity of the CETSCALE“, Journal of the Academy of Marketing Science, 20 (3): 261-264. ISSN(P): 2249-6939; ISSN(E): 2249-8044, Vol. 6, Issue 1, Feb 2016, 9-16. www.tjprc.org

VI. Kaynak, E.; Kara, A. 2002. Consumer perceptions of foreign products: an analysis of product- country images and ethnocentrism, European Journal of Marketing 36(7/8): 928–949. doi:10.1108/03090560210430881

VII. Luque–Martinez T., Ibanez-Zapata J.A., Arrio-Garcia.S., 2000, Consumer ethnocentrism measurement – An assessment of the reliability and validity of the CETSCALE in Spain, European Journal of Marketing, 34 (11/12), 1353-1373.

VIII. Maiksteniene, K.; Auruskeviciene, V. 2008. Manufacturer and retailer brand acceptance under different levels of purchase involvement, Inzinerine Ekonomika – Engineering Economics (1): 90–96.

IX. Ngueyn T.D., Nguyen T.T.M., Barret.N.J., 2008, Consumer ethnocentrism, cultural sensitivity and intention to purchase local products – evidence from Vietnam, Journal of Consumer Behavior, 7, 88-100.

X. Preetam Sarkar a , Lohith Kumar DH,(2015), Traditional and ayurvedic foods of Indian origin, Journal of Ethnic Foods, Vol -2 (2015) 97-109. http://creativecommons.org/licenses/by-nc-nd/4.0/

XI. R. Sreejith,; Kalyani Suresh (2017) The Patanjali Marketing Sutra-An Exploratory Anaysis of Brand Experinece, Personality, Satisfaction, and Loyalty in the FMCG Space, Indian Jouranl of Marketing, Vol-47, Issue-9, 36-48. 10.17010/ijom/2017/v47/i9/118092

XII. Ramakrishna B., (2017), Factors Influencing the Customers towards Patanjali Natural Food Products –A Study in Hyderabad City, International Jouranl and Magazine of Engineering, Technology, Management and Research, Vol-2, Issue-5, ISSN-2348-4845, p. 40-44.

XIII. Ranjbairan B., Barari M., Zabihzade K., 2011, Ethnocentrism among Iranian Consumer with different Consumption habits, International Journal of Marketing Studies, 3 (3), 30-41.

XIV. Renko N., Crnjak Karanovic, B., Matic M., (2012), Influence of Consumer Ethonocetrism on Purchase intention: Case of Croatia, Ekon. Misao Prakasa DBK. God XXI., BR. 2. (529-544)

XV. Samiee, S.; Shimp, T. A.; Sharma, S. 2005. Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations, Journal of International Business Studies 36(4): 379–397. doi:10.1057/palgrave.jibs.8400145

XVI. Sharma, S.; Shimp, T.; Shin, J. 1994. Consumer ethnocentrism, a test of antecedents and moderators, Journal of the Academy of Marketing Science 23(1): 26–37. doi:10.1177/0092070395231004

XVII. Shimp, T. A. 1984. Consumer ethnocentrism: the concept and a preliminary empirical test, in T. C. Kinnear. Advances in Consumer Research, Provo, UT, Association for Consumer Research, 11: 285–290.

XVIII. Shimp, T.; Sharma, S. 1987. Consumer ethnocentrism: construction and validation of the CETSCALE, Journal of Marketing Research 24(3): 280–289. doi:10.2307/3151638

XIX. Shoham A., Brencic M.M. (2003). „Consumer ethnocentrism, attitudes and purchase behaviour: An Israeli study“ , Journal of International Consumer Marketing, (15) 4: 67-86.

XX. Teo P.C., Mohamad O., Ramayah T. (2011).“ Testing the dimensionality of consumer ethnocentrism Scale(CETSCALE) among young Malaysian consumer market segment“, African Journal of Business management, 5 (7): 2805-2816.

WEB-REFFRENCE

I. http://www.thehindu.com/news/cities/mumbai/business/fastmoving-ayurvedic- oods/article8187124.ece

II. https://www.techsciresearch.com/news/1436-ayurvedic-products-market-to-grow-at-16-through-2021.html

III. //economictimes.indiatimes.com/articleshow/61084207.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst

IV. http://www.ijmetmr.com/olmay2017/RamakrishnaBandaru-6.pdf