Consumer animosity towards chineese products: A case of India

Animosity of Consumers towards foreign products and brands is a natural behavioral outcome of Customers. Henceforth studying the effect of animosity on Consumer behavioral intention is favorite area of research since decades. This study is aimed to assess the animosity influence of Chinese products on purchase intention of Indian Consumer. The Sampling area is holy city Varanasi. The responses were collected from the respondents of eighteen years and above purchasing and using Chinese products. The responses were collected through Non-Probability sampling convenience sampling technique. For the purpose of collection of data the questionnaire was structured, and reliability was checked. The research aimed to check the direction and strength of a relationship between economic animosity to purchase intention, and political animosity to purchase intention. Data was analyzed through statistical tool Structural equation modeling. The results found that the economic animosity significantly and negatively influences Indian consumer's purchase intention for Chinese products; whereas political animosity also influences significantly and negatively the purchase intention of Indian consumers. The study also found that political animosity carries much weight than economic animosity. The implications for Indian Managers were drawn in the light of result.