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Consumer Ethnocentrism In Developing Countries: Application Of A Model In Zimbabwe

Charles Makanyeza, Francois Du Toit

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Orientation: The study focused on the application of a model of consumer ethnocentrism in Zimbabwe, a developing country.Research purpose: The study sought to determine the effect of consumer ethnocentrism on consumer attitude, to determine the effect of consumer attitude on purchase intention and to establish the moderating effects of gender, age, education, income, ethnic grouping and city of residence on the effect of consumer ethnocentrism on consumer attitude.Motivation for the study: Research on consumer ethnocentrism in developing countries is still in its infancy. There is a need to conduct more research on consumer ethnocentrism in developing countries in order to enhance an understanding of this important construct in international marketing.Research design, approach and method: The study uses a cross section of 289 consumers from Harare and Bulawayo, the two largest cities in Zimbabwe. Structural equation modeling and moderated regression analysis were conducted to test the research hypotheses.Main findings: The study found that consumer ethnocentrism has a negative effect on consumer attitude, and consumer attitude has a positive effect on purchase intention. None of the demographic variables was found to significantly moderate the effect of consumer ethnocentrism on consumer attitude.Practical and managerial implications: Marketers who intend to expand into developing markets such as Zimbabwe are advised to consider consumer ethnocentrism and attitudes towards foreign poultry products. Firms targeting foreign markets where consumers are ethnocentric, such as in Zimbabwe, are advised to set up manufacturing facilities in such countries instead of exporting.Contribution and value-add: The study enhances our understanding of consumer ethnocentrism in developing countries where research on consumer ethnocentrism is still in its infancy.