Consumer Attitude Towards Foreign Products-A Study on the influence of Ethnocentric Tendencies on Buying Behaviour

Ahmedabad has attracted foreign retailers for many years because of its high population, growing economy, growing market potential, young population and also, its high labour force. Although conditions are attractive, foreign retailers face some problems related to diverse demographic characteristicss, values, attitudes and cultures of consumers in Ahmedabad, like in the other state or country. One of the most important factors that affects consumer attitude towards foreign retailers' products and their willingness to purchase these brands is ‘consumer ethnocentrism’ (According to ethnocentrism; people evaluate their race more superior than the other races). The aim of this research is to examine consumer atttitude towards foreign retailers' products. In this respect, consumer ethnocentrism is explored among consumers from Ahmedbad. Besides, it is explored how this consumer ethnocentrism affect product judgement of foreign products and willingness to buy these products. The effect of age and education on attitude is also investigated. Data was collected through a questionnaire. The survey was conducted in July 2010.