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Reports on an analysis of the relative importance of various marketing mix strategies and consumer ethnocentric tendencies in the decision to purchase imports undertaken via a nationwide mail survey of personal computer owners in the USA. The results indicate that ethnocentric tendencies are able to explain a much greater amount of variation in purchase behaviour than marketing mix variables. Concludes that the inclusion of ethnocentric tendencies into future studies on origin bias appears to be warranted given their substantial impact on import purchase behaviour.

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