Snapshot project
BY : DAVINDER PAL SINGH – 125
SANGAM LALSIVARAJU - 138
Hero Honda’s patriotic ad

2
Concept


Ethnocentrism



Ethnocentric individuals tend to view their group as superior
to others. As such, they view o...
Polycentric


For consumers who are not ethnocentric, or polycentric consumers,
products are evaluated on their merits ex...
Ethnocentrism


patriotism was found to be the most important motive for
consumer ethnocentrism.



Consumer ethnocentri...
Contd…


In Turkey, patriotism was found to be the most important motive for
consumer ethnocentrism. it was theorized due...
7

Q&A
8
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Ethnocentrism consumer behaviour

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Ethnocentrism consumer behaviour

  1. 1. Snapshot project BY : DAVINDER PAL SINGH – 125 SANGAM LALSIVARAJU - 138
  2. 2. Hero Honda’s patriotic ad 2
  3. 3. Concept  Ethnocentrism  Ethnocentric individuals tend to view their group as superior to others. As such, they view other groups from the perspective of their own, and reject those that are different and accept those that are similar  Consumer ethnocentrism gives individuals an understanding of what purchases are acceptable to the in-group, as well as feelings of identity and belonging. 3
  4. 4. Polycentric  For consumers who are not ethnocentric, or polycentric consumers, products are evaluated on their merits exclusive of national origin etc  Consumers who tend to be less ethnocentric are those who are young, those who are male, those who are better educated, and those with higher income levels Courtesy: (Balabanis et al., 2001; Good & Huddleston, 1995; Sharma et al., 1995) 4
  5. 5. Ethnocentrism  patriotism was found to be the most important motive for consumer ethnocentrism.  Consumer ethnocentrism specifically refers to ethnocentric views held by consumers in one country, the in-group, towards products from another country, the out-group (Shimp & Sharma, 1987)  Consumers may believe that it is not appropriate, and possibly even immoral, to buy products from other countries. 5
  6. 6. Contd…  In Turkey, patriotism was found to be the most important motive for consumer ethnocentrism. it was theorized due to Turkey's collectivist culture.  In USA a strong positive relationship between high ethnocentrism and country-based bias in the evaluation of automobiles.  India – Ethnocentrism to polycentrism 6
  7. 7. 7 Q&A
  8. 8. 8

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