Consumer Ethnocentrism: Empirical evidence from Ghana

Abstract

The study examines consumer ethnocentrism in Ghana. The specific objectives were to ascertain the factors that control purchase decision in Ghana; the perceptions on foreign-made-products; the implications of purchasing and foreign made products; and consumer ethnocentrism tendencies scale. The study was both qualitative and quantitative. Convenience sampling technique was used in selecting 480 respondents for the study. Percentages, mean and standard deviations were used in assigning meaning to data. A test of reliability was also conducted using the Cronbach's alpha analysis. The study revealed that Ghanaian consumers had some level of ethnocentrism when it comes to the patronage of foreign made products. However, quality, packaging and price are the major reasons they sometimes opt for foreign products. Consumers acknowledged that, buying foreign products hurts the local business, decreases value of the Cedi and make other countries richer. Although some studies have been conducted on the effects of high imports, the study on consumer ethnocentrism in the case of Ghana is unique.