This document discusses a study examining the impact of religiosity and ethnocentrism on foreign brand buying behavior in India. It outlines the constructs being measured, including religiosity using the CRSi7 scale and ethnocentrism using a modified CET scale. An experimental design was proposed involving a questionnaire with these scales and demographic questions administered to a sample of Indian consumers split evenly among religions. Data collection challenges were faced due to the sensitive topic. Data analysis using factor analysis and linear regression found the regression model to be weak, so the hypotheses relating religiosity and ethnocentrism to foreign brand buying could not be accepted due to insufficient data.

1. IMPACT OF RELIGIOSITY AND
ETHNOCENTRISM ON
FOREIGN BRAND BUYING
BEHAVIOUR
PRESENTED BY
SOUMYADEEP CHOWDHURY

2. BROAD DEFINITION OF THE SCOPE
• Primary aim of this project is to examine if any socio-cultural
factor(other than 4P’s of Marketing) impacts the buying pattern of
Indian consumers
• The two socio-cultural factors chosen for this purpose are –
Religiosity and Ethnocentrism
• A basic literature review shows that the construct ‘Religiosity’ has
some impact on consumer buying pattern in some specific countries
due to their rigid religious practices
• Same goes for the ‘Ethnocentrism’ construct – it impacts consumer
buying pattern in some specific countries and cultures only

3. RELIGIOSITY CONSTRUCT
• Scholars identify at least three historical designations of the term –
(i) a super natural power to which individuals must respond
(ii) a feeling present in the individual who conceives such a
power
(iii) the ritual acts carried out in respect of that power
• I have used previously established scale – CRSi7 (Centrality of Religiosity
Scale, inter-religious version) to measure the construct ‘Religiosity’
• This scale was developed through a multi-nationwide study
• Hypothesis – Religiosity has significant negative effect on perception in
purchasing foreign brands

4. ETHNOCENTRISM CONSTRUCT
• Sumner(1906) first introduced ethnocentrism as a sociological
concept that refers to a tendency to regard the beliefs, standards,
and code of behaviour of one’s own as superior to those found in
other societies.
• Ethnocentric individuals will prefer their own way of life over all
others and will prefer domestic goods over foreign ones
(Ramsaran-Fowdar,2010)
• To measure this construct I used a modified version of the CET
(Consumers’ Ethnocentric Tendencies, Shimp & Sharma,1987) scale
for the Indian context
• Hypothesis – Ethnocentrism has significant negative effect on

5. FOREIGN BRAND BUYING BEHAVIOUR
• Firms depend heavily upon consumers’ perceptions and receptivity of
their products in order to survive in markets saturated with
competition
• In this era of Globalization, international firms are entering all the
countries through out the world
• In such a situation its becoming imperative to understand the
tendency of consumers’ affinity towards foreign brands
• This study investigates the primary influences that lead to an
increase in consumers’ willingness to buy foreign goods
• I used HED/UT (Hedonic/Utilitarian) scale to measure consumer
brand attitude – this scale was also established in a multi-nationwide
study

6. EXPERIMENTAL DESIGN
• The entire questionnaire was divided into three part –
(i) CRSi7 – it had seven items
(ii) CET – it had ten items
(iii) HED/UT – it had six items
(iv) Demographic questions
• The total items to be measured were approximately 30 so the minimum sample
size required were 160 (nearly)
• I divided the sample into four religions equally – 40 (160/4)
• Among the 40 I divided it further into 20-20 to keep the gender ratio balanced
• Also, I included two different local and foreign brands in the questionnaire to
make sure that respondents actually understand that it is foreign brand

7. DATA COLLECTION
• Data collection was done via both online and offline channels – in-person
interview and online survey
• When I contacted a respondent via online survey, I provided an agreement
of consent. If he/she agrees then only it would go ahead
• When I contacted a respondent in person I sought consent directly before
starting the interview process.
• If the questionnaire was given to the respondent via email then they could
revert back to my email id with their doubts.
• In case of in-person interview they can directly ask us about their doubts.
• I maintained professional ethics while collecting and storing and
analysing the data. No manipulation was done with any data set under
any circumstances.

8. CHALLENGES FACED IN DATA COLLECTION
• The first and foremost problem in doing data collection was the
sensitive nature of the topic of the research
• Religion and Ethnocentrism is a sensitive topic for most of the people
in the sample that I selected
• So people mostly avoided answering whenever I tried to collect
responses in-person
• Also, the length of the questionnaire(around 47 questions) was
another discouraging factor
• However, I could get around 17 responses from the online survey
• I performed whatever analysis possible on these small responses

9. DATA ANALYSIS
RESULTS
• Initially my aim was to use PLS
SEM (Partial Least Square
Structural Equation Modelling)
to generate a path diagram and
analyze the data
• But I could not get enough
responses to generate a
significant path co-efficient’s
in the path diagram (as shown
on right side)
• So I decided to go ahead with
Factor Analysis and Linear
Regression approach to check

10. DATA ANALYSIS RESULTS CONTD.
• All items were measure in 5/7 point Likert scale so I recoded the
variables in SPSS accordingly
• I ran ‘Factor Analysis’ on each of the three
constructs – Religiosity, Ethnocentrism and
Foreign Brand Attitude
• For the ‘Religiosity’ construct I could find 3
significant dimensions out of the 7
• Similarly, 2 for ‘Ethnocentrism’ and 8 for
‘Brand Attitude’
• Then I ran linear Regression to check if
further relationship exists

11. DATA ANALYSIS
RESULTS CONTD.
• The adjusted R square was not
significant so the regression model
was weak
• None of the constructs had a
significant co-efficient
• The graph of the linear regression
clearly shows that the model is a
weak model
• Clearly, we can’t predict about the
impact of Religiosity and
Ethnocentrism on Foreign Brand

12. DATA ANALYSIS RESULTS CONTD.

13. CONCLUSION
• Since the data collection process was not very successful for this
project so I could not do the data analysis as I wished to
• A sample response size of greater than 100 would have enabled me
to do a PLS SEM path analysis and consequently, I could have drawn a
strong conclusion about the topic
• The above mentioned ‘Regression Model’ is not strong enough to
establish a predictive relationship between the constructs
‘Religiosity’, ‘Ethnocentrism’ and ‘Foreign Brand Buying Pattern’
• So in the present scenario I’m not able to accept the Hypotheses that
I wrote for the ‘Religiosity’ and ‘Ethnocentrism’ construct