Demographic and lifestyle profiles of ethnocentric and non-ethnocentric urban Malaysian consumers
Document Type
Article
Publication Date
1-1-2008
Abstract
The globalization of markets presents considerable challenges and opportunities for domestic and international marketers. This has led to a renewed interest in the effects of consumer ethnocentrism on buying behaviour. The main objective of this paper is to investigate the ethnocentric tendency among urban consumers in Malaysia. Specifically, the paper endeavours to identify the psychographic and demographic characteristics of ethnocentric and non-ethnocentric consumers. This study employs a survey approach. In terms of data collection technique, the study utilizes self-administered questionnaires. The study finds that five out of six demographic characteristics are significant to differentiate between the two ethnocentric groups. In terms of lifestyle dimensions, six out of eight dimensions are found to be significant. In general, the research results show that ethnocentric consumers tend to be Malay, married, female, have a low income and are mostly blue collar. They tend to be family and home concerned as well as price conscious.
Keywords
Consumer behaviour, Demographic, Ethnocentrism, Lifestyle profiles
Divisions
Faculty_of_Business_and_Accountancy
Publication Title
Asian Journal of Business and Accounting
Volume
1
Issue
1
Publisher
Faculty of Business and Accountancy, University of Malaya