Mkt Research

An Evaluation of the Degree of Consumer Ethnocentrism in Mauritius By Dr R R Ramsaran-Fowdar University of Mauritius RRRF/5/12/07 1 ACKNOWLEDGEMENT MAURITIUS RESEARCH COUNCIL UNIVERSITY OF MAURITIUS VICKY PARIANEN RESPONDENTS RRRF/5/12/07 2 1 ETHNOCENTRISM sociological concept (Sumner 1906) goal to regard one owns beliefs, standards and code of behavior as tiptop to those of other societies RRRF/5/12/07 3 CONSUMER ETHNOCENTRISM (CE) Beliefs by local consumers that goods produced locally are superior to import products Highly ethnocentric consumers tend to protect local industriousness increased nationalism and heavy emphasis on ethnical and ethnic identity RRRF/5/12/07 4 2 CETSCALE Consumer Ethnocentric Tendencies exfoliation Shimp and Sharma 1987 17 items scored on 7- usher Likert scale leaf Reliable Tested in France, Germany, Japan, USA RRRF/5/12/07 5 Country-of-origin (COO) How CE affected the perceptions of Mauritians toward s imported and local products and examine whether the COO impacts on perceptions of quality, value for money, status, esteem, etc.

Country of pee-pee or assembly Product design made in concept COO effect Developed vs developing countries RRRF/5/12/07 6 3 Background Globalisation alleviate trade Variety at competitive prices Exposure to unknown products RRRF/5/12/07 7 explore on consumer conduct Both domestic and foreign re expecters Research in developing countries RRRF/5/12/07 8 4  methodology 6 objectives Literature search In-depth and expert interviews Min of Industry, low -toned and Medium Enterprises, Commerce an C! ooperatives, SEHDA NWEC MCCI MMA RRRF/5/12/07 9 methodological analysis (contd.) Questionnaire design common shopping habits CETSCALE (7- point labelled Likert home plate where 1 is strongly disagree and 7 is strongly agree) lifestyle of Mauritian Consumers Importance of COO General views and opinions Demographics RRRF/5/12/07 10 5 METHODOLOGY...If you want to get a broad(a) of the mark essay, order it on our website: OrderCustomPaper.com

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