The independent latent variable ethnocentrism is indicated by the observed variable cetscale, which is the standardized 17item consumer ethnocentrism measure developed by shimp. Request pdf the role of consumer ethnocentrism in food product evaluation despite the abundance of literature on countryoforigin coo effects there is a need for additional empirical. Cetscale consumer ethnocentrism tendencies scale, the scale developed by shimp and sharma in 1987 to study consumer ethnocentric behavior, has received preferential use in the literature, with numerous replications carried out in countries on all continents. Introduction consumer ethnocentrism is defined shimp and sharma 1987, p. A series of nomological validity tests show consumer ethnocentrism to be moderately predictive of theoretically related constructs. Results are analyzed by structural equation modelling, a path diagram generated and six hypotheses tested. Consumer ethnocentrism the concept of consumer ethnocentrism arose from the more general concept of ethnocentrism conceived by sumner 1906, who introduced the term as feelings of superiority for ones group and all things related to it bawa, 2004. The scales importance stems, in part, from its predictive properties. The ce level was measured with the help of consumer ethnocentric tendencies scale cetscale developed by. Consumer ethnocentrism ce is a popular construct in international marketing research and is generally measured using the cetscale, a reliable scale with proven predictive validity but with limited evidence about its construct validity, dimensionality and cross.
In this questionnaire all 17 claims of the cetscale consumer ethnocentric tendency scale were used as a standardized, internationally recognized measurement technique of consumer ethnocentrism. Another two studies marks and tharp and marks, 1990 used the cetscale as part of an examination of consumer ethnocentrism and of other constructs related to consumer behavior and they found that the cetscale had a high degree of internal reliability. Further, consumer ethnocentrism scale cetscale has been adapted without sufficient reliability, validity, and dimensionality tests in african. An assessment of consumer ethnocentrism tendencies scale. The mean scale value of the cetscale is used as an indicator of the level of consumer ethnocentrism, with higher mean scale values indicating higher levels of consumer ethnocentrism. Sep 08, 2008 consumer ethnocentrism ce is an important area of study in crosscultural consumer research. The relationship between consumers sociodemographic characteristics and their consumer ethnocentrism is also outlined using the various studies in this area, just like the purchase behaviour of domestic versus foreign products is correlated with the level. The success of a marketing model inherently lies in researchers ability to. The cetscale consists of 17 items which measure the tendency of consumers to act consistently towards foreign and domestic products. The wellknown measure of ethnocentrism, the cetscale shimp and sharma 1987, is applied, its psychometric properties are examined, and the effects of demographics on ethnocentrism are explored, in the indian and bangladeshi contexts. The objective of this paper is to explore the body of knowledge and literature gap confronting the subject area of consumer ethnocentrism and. The cetscale consumer ethnocentric tendencies scale developed by shimp and sharma was adopted to measure the magnitude of ethnocentrism in both the product and service markets.
The role of consumer ethnocentrism propensity and brand. Consumer ethnocentrism, attitudes, and purchase behavior. Due to the increased trend of globalisation of business environment, consumers are increasingly exposed to and are selecting from a considerable selection of imported commodities and brands than ever before. Cetscale consumer ethnocentrism tendencies scale, the scale developed by shimp and sharma in 1987 to study consumer. The topic is a result of the socioeconomic problem denmark are facing according to a negative ecommerce balance. Consumer ethnocentrism refers to the belief of superiority of the products originating from ones own country and it is connected with the belief about the appropriateness and justification of purchasing foreign made products, having in mind the domestic economy and. The purpose of this research is to discover high school student ethnocentrism and their. As well as the original 17item version, there are many empirical applications using other adapted versions of cetscale. Individuals scoring high on the cetscale were expected to be more dogmatic, more patriotic, and more conservative. Consumer ethnocentrism in developing countries sciencedirect. Consumer ethnocentrism is defined as the beliefs knowledge structures and thought processes held by consumers about the appropriateness, indeed morality, of purchasing foreignmade products in place of domestic ones5. Measurement of consumer ethnocentrism measurement of customer ethnocentrism was made possible with the development of consumer ethnocentrism tendency scale cetscale. Consumer ethnocentrism consumer ethnocentrism is derived from ethnocentrism, introduced by sumner in 1906.
Ethnocentrism, patriotism and animosity impact on freedom of. Consumer ethnocentrism ce is an important area of study in crosscultural consumer research. Country of origin effect and ethnocentrism in food. Cetscale is the most popular scale used in marketing in the context of consumer ethnocentrism. The influence of consumer ethnocentrism, perceived value and. Consumer ethnocentrism, demographic characteristics and. The scale seeks to clarify emotional dimension of purchasing imported goods regarding the implication to economic animosity, rationality and morality. Is consumer ethnocentrism scale, cetscale, applicable in africa. Ethnocentrism, coo perception 1, and product evaluation 2 are the three latent variables. Cetscale in malaysian context, and its effect on young consumers. Comparison of consumer ethnocentrism in developed and. Cetscale was developed to represent the beliefs held by american consumers about the appropriateness to purchase foreignmade products. Pdf a study on ethnocentric tendencies of ethopian. Consumer ethnocentrism in developing countries econstor.
Ethnocentrism was originally introduced by sumner in 1906 2002, p. The influence of consumer ethnocentrism, perceived value. The first factor which is consumer patriotism explained 23. The first section of the questionnaire includes questions to mea sure consumer ethnocentrism by the popular cetscale developed by shimp. This research examined the psychometrics of the cetscale, the extent of consumer ethnocentrism in india, and the relationship of sociodemographic variables and quality consciousness with consumer ethnocentrism. Research on consumer ethnocentrism, in particular, is more concerned with consumers tendencies towards favouring domestic products relative to foreign products. Individuals scoring high on the cetscale were expected to. Abstract consumer ethnocentrism is one of the most important crosscultural consumer behaviors. Countryoforigin perceptions, consumer ethnocentrism, and. Jul 01, 2014 the consumer ethnocentrism tendencies scale cetscale was developed by shimp and sharma in 1987 to measure consumer ethnocentrism. The levels of agreement and disagreement of subjects with the offered claims were measured according to likerts scale of five degrees. Consumer ethnocentrism, product attitudes and purchase.
Consumer ethnocentrism and attitude toward domestic product in. The essence of consumer ethnocentrism basic concepts and definitions the concept of ethnocentrism was first described in the beginning of xx century in social sciences. Aug 01, 1987 the concept of consumer ethnocentrism is introduced and a corresponding measure, the cetscale, is formulated and validated. Researchers have explored the possibilities of reviving the segmentation and positioning strategies by employing ethnocentrism as a strategic tool. In addition to developing and rigorously testing the cetscale, shimp and sharma 1987 came to. Testing the dimensionality of consumer ethnocentrism scale. Influence of ethnocentrism on consumers intention to buy domestically produced goods. Based on consumer ethnocentrism questionnaire cetscale developed by shimp. It operationalizes the consumer ethnocentrism concept by developing a complete scale called cetscale consumer ethnocentrism tendency scale to measure the consumer ethnocentrism.
They found that cetscale is a predictor of consumers. Cetscale has also been applied at a subnational level, showing that levels of regional consumer ethnocentrism are related to a greater valuation of local or regional products ouellet, 2007. The beliefs held by the consumers about the appropriateness, indeed morality, of purchasing foreign made products p. Alternative proposals to measure consumer ethnocentric. The researchers maintained that the cetscale is a measure of tendency rather than attitude.
Using standard cetscale and other adapted versions of the. Charles makanyeza, francois du toit, measuring consumer ethnocentrism. Despite its importance in theoretical development and practical implications, this type of research on consumer ethnocentric tendencies e. However, the investigation of consumer ethnocentrism in an online context begins with a research background, which aims to identify the background of the. Although it was proposed as a 17item scale along with a smaller version of only ten items, studies that use only a part of these have.
The impact of consumer ethnocentrism on purchase intentions. The concept of consumer ethnocentrism is introduced and a corresponding mea sure, the cetscale, is formulated and validated. Omani consumers ethnocentrism and demand for locally. It is one of the most commonly used scales in the marketing literature. There is a negativerelationship between consumer ethnocentrism and brand credibility. The concept of consumer ethnocentrism is introduced and a corresponding measure, the cetscale, is formulated and validated.
Consumer ethnocentrism, market mavenism and social network. Since its development, the cetscale, has been translated and used to assess consumer ethnocentrism in a number of countries outside the us 39. This is because, as mentioned earlier, the concept of consumer ethnocentrism was construed by shimp and sharma 1987 as a domainspeci. The consumer ethnocentric tendency was measured using the famous cetscale developed by shimp and sharma.
With respect to consumer ethnocentrism, only 3 of the 34 cliques had significant differences anova between clique members and nonclique members cetscale scores. Bruning 1997 argued that the cetscale was developed based on socio psychological literature on. Four separate studies provide support for the cetscale s reliability and convergent and discriminant validity. Cetscale developed by shimp and sharma 1987 in response to a call for greater attention to consumer ethnocentrism by marketing and consumer behavior scholars, the cetscale is designed to measure how consumers are inclined to act toward foreignmade goods. Shimp and sharma applied ethnocentrism to the study of marketing and consumer. Many global marketers treat consumer ethnocentrism as an essential factor which influences on consumer purchase decisions. The cetscale mean of each significantly different clique was 28. This research focuses on the impact of trade balance on consumer ethnocentrism in the u. Cassil ecthnocenrism t ethnocentrism derives from root words that suggest judgments and feelings centered. Can social identity theory addresses the ethnocentric. Consumer ethnocentrism and consumer attitudes toward. With statistically significant results, the study shows that out of 17 items of original cetscale are applicable for bangladesh which validates that cetscale can be a research instrument for developing nations.
A series of nomological validity tests show consumer ethnocentrism to be moderately. The cetscale, a scale to measure consumer ethnocentrism, has been tested in many parts of the world but not in india. The reliability test for consumer ethnocentrism cetscale had a cronbach alpha coefficient. Pdf consumer ethnocentrism measurement an assessment. Hence the result for the scale was higher than the general convention in research that has been prescribed by nunnally and bernstein 1994 who state that one should strive. The role of consumer ethnocentrism in food product. Consumer ethnocentric tendencies scale, used as a tool to measure consumer ethnocentrism. Pdf the impacts of ethnocentrism on consumersevaluation. Online consumer ethnocentrism, is that a phenomenon.
Consumer ethnocentrism scale cetscale instrument is developed by shimp and sharma. Shimp and sharma 1987 were the first to develop an effective instrument for measuring ethnocentric tendencies affecting consumer s purchase decisions. Ethnocenrism t characteristics of ethnocentrism often. Comparison of consumer ethnocentrism in developed and developing countries jeongsoo park. An assessment of reliability, validity and dimensionality of the cetscale in a developing market, journal of african business, 10. Link between corporate social responsibility consumer ethnocentrism 43. Consumer ethnocentrism, cetscale, marketing, locally produced products 1. Consumer ethnocentrism scale cetscale cetscale contains 17 items appendix table 1. Consumer ethnocentrism does not have significant influences on purchase intention for foreign products. Since the cetscale was published shimp and sharma 1987, studies have used the scale in a variety of research contexts. Hence, a total of twenty countries were selected with quota sampling from each continent giving due caution on. Netemeyer et al 1991 and kaynak and kara 1996a strongly recommended that researchers translate the cetscale into other languages and use it in other countries and regions. Consumer ethnocentrism and attitudes towards foreign beer brands. Extending consumer ethnocentrism university of birmingham.
Pdf consumer ethnocentrism measurement an assessment of. Ethnocentric consumers consider the purchasing of foreign products as improper and. Shimp and sharma developed a 17item scale to evaluate consumers ethnocentric tendencies and called it cetscale consumer ethnocentric tendencies scale6. This study tested the reliability and validity of cetscale as one of the most replicated measurements of customer ethnocentrism by conducting the research among iranian customers. Communicating with american consumers in the post 911. The results leads to the need for further research.
Consumer ethnocentrism and consumer attitudes toward domestic. Measuring consumer ethnocentrism in a developing context. Pdf before the cetscale can be used as a measure of consumer ethnocentrism on an international basis, it is necessary to assess its. Comparing results with those obtained by other researchers in developed countries, both bosnian and turkish students showed higher levels of consumer ethnocentrism. Ethnocentrism, patriotism and animosity impact on freedom. Such tendencies may precede attitudes, but they are not the. Consumers may believe that it is not appropriate, and possibly even immoral, to buy products from other countries.
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