WILLINGNESS TO BUY INDIAN PRODUCTS IN RELATION TO ETHNOCENTRIC TENDENCIES AND WORLD MINDED ATTITUDES OF CONSUMERS

Abstract

Ethnocentrism was initially conceptualized as a simply sociological concept that distinguished between ingroups. Customer ethnocentrism gives people an understanding of what buys are satisfactory to the in-group, as well as sentiments of personality and having a place. For customers who are not ethnocentric or polycentric shoppers, items are evaluated on their merits less relating or elite of their nation of beginning. The attempted to describe the willingness to buy Indian products in relation to ethnocentric tendencies and world minded attitudes of consumers in Kerala. The study highlighted that age, education and income level of the customers influenced  willingness to buy Indian products in relation to ethnocentric tendencies and world minded attitudes of consumers.

Keywords: Customers Ethnocentrism, Ethnocentrism, Indian Products