CONSUMER ETHNOCENTRISM AND WILLINGNESS TO BUY: ANALYZING THE ROLE OF THREE DEMOGRAPHIC FACTORS IN KARACHI

Abstract

Purpose: This Research study was conducted to empirically explore that the ethnocentrism and willingness to buy associated with three demographic factors prevalent in Karachi Pakistan. Methodology/Sampling: The data comprised 250 respondents being urban, educated and belong to the different organizations operating in Karachi. The data was collected through structured and self administered questionnaire. Independent t test and simple linear regression were used to test the hypotheses. Findings: Results showed that aged male & female and low income groups are more ethnocentric and willing to buy locally made product as compared to young, high income groups. Findings of simple linear regression showed that all the variables statistics are significant at .05 level. This significance showing that there is significant and positive impact of consumer ethnocentrism on willingness to buy. Practical Implications: The research provides an insight into consumer behavior in Pakistan enabling local and multinational organization for long term strategy development & implementation as per this study.