Ethnocentrism among Iranian Consumer with Different Consumption Habits

Abstract

This study seeks to understand consumer ethnocentrism (CE) among Iranian consumers and investigates its relationship with some consumption habits such as need for uniqueness, role-relaxed consumption, consumer susceptibility to interpersonal influence, attention to social comparison information and status consumption. The study analyzed findings gathered from 723 students of University of Isfahan. Results indicate that the consumer need for uniqueness, role-relaxed consumption and status consumption are negatively related to CE but surprisingly Consumer susceptibility to interpersonal influence was positively related to CE and relation between attention to social comparison information and CE was not significant. Also women compared with men and younger consumers compared with the elder consumers exhibit greater CE. Consumer tendency toward ethnocentrism also varies between different cultural groups.

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“…Este resultado es similar a lo encontrado por Ranjbarian et al (2011), quienes señalaron que los estudiantes universitarios iraníes, al hacer sus compras, se enfocan en los aspectos utilitarios de un producto, en lugar de poner atención en sus aspectos superficiales; además, indican que ellos tratan de maximizar la relación entre el precio y calidad de los productos que adquieren. Por otro lado, Acikalin et al ( 2009) hicieron una investigación comparando estudiantes universitarios de clase alta y de clase baja respecto al tipo de artículos que usualmente utilizaban, que podían ser funcionales o de prestigio.…”

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