CONSUMER ETHNOCENTRISM AND REPURCHASE INTENTION IN NEPALESE CONSUMERS

Abstract

In today's globalized world consumers are excess to various domestic and foreign products with tremendous choices. The well information about the market and consumer choices is pre-requisites for every business to succeed in this competitive market. Marketer cannot make the right strategy for the market segment if the consumers' behaviors towards domestic and foreign products are not well known. Therefore, the main purpose of this study is to identify the consumer choices between domestic to foreign products with the construct consumer ethnocentrism. Are Nepali consumers ethnocentric? The study was conducted by taking a sample of 305 customers at Bhatbhateni departmental store and Big Mart chain in Kathmandu. An experimental field survey was conducted in a natural setting at the point of purchase. One-way ANOVA test, the correlation coefficient and regression analysis was conducted to determine the ethnocentric level of consumers. The results from the study showed that, consumer ethnocentrism exists only on the perception of consumers, consumer ethnocentrism is not seen in the real purchase behavior. Moreover, Nepali consumers prefer to purchase more foreign products. Finally, the study made us to understand that Nepali consumers consider perceived quality and perceived price to make a repurchase decision for both domestic and foreign FMCG products. This study provides guidelines for both domestic and foreign marketers with emphasis on perceived quality and perceived price to attract consumers in Nepali Market.