Indian Consumer Ethnocentric Tendencies and the Innovative Marketing Challenges of Foreign Brands- An Empirical Study

Abstract Globalization of markets presents considerable challenges and opportunities for domestic and international marketers and will create and lead to a common culture worldwide. Vision of a borderless world has exposed consumers worldwide to a wider range of foreign brands than ever before. With a current border-thinning global economy, consumers around the world have been increasingly exposed to foreign products, giving them more buying choices. The time for selling product is gone. The brand is now the key issue; the question is whose brand will dominate. This paper uses the Consumer Ethnocentric Tendencies aims to evaluate the level of consumer ethnocentrism (CE) and its implications on the attitude Indians harbor towards consumption of domestic vis-à-vis foreign goods. The paper investigates the influence of the country of origin on the evaluation of product quality, price perceptions and purchase intention in relation to consumer ethnocentrism. Key words country of origin, consumer ethnocentrism, brand associations, consumer behavior