Effect of Consumer Ethnocentrism on Purchase Intention of Consumers in Myanmar Textile Market

Abstract

This research work tries to identify the consumer ethnocentrism of consumers in Myanmar textile market. The specific objectives of this study are to examine the consumer ethnocentrism of consumers in the Myanmar textile market and to investigate the effect of consumer ethnocentrism on purchase intention of consumers in the Myanmar textile market. The study area was the Myanmar market. The selected sample size was 386 consumers who have buying experiences for local textile clothes. The convenience sampling method used in this study. The research instrument was used as a survey questionnaire to collect the data. Descriptive analysis and multiple linear regression method were used in this study in order to analyse the collected data. This study found that insecurity, habituation, and prosociality have a strongly significant effect on the purchase intention of consumers in Myanmar textile market. This study concluded that the CEESCALE model is a tool for verifying the interesting results in other developing countries. The managerial implications and suggestions of the research are discussed in detail.