The Role of Ethnocentrism in Higher Students Behavior to Consume: The Study of Made in China Fashion Product in Bandung

Abstract

The optimistic and pessimistic idea about ACFTA give negative or positive impacts on the industry in Indonesia. Additionally, the enactment of ACFTA can be categorized as economic factors that will influence the strategy developed by a company, therefore, such conditions could be seen as part of external factor changes facing by a company. It is expressed by some authors of marketing management and marketing strategy, such as, Kotler and Keller (2009), David (2004), and Craven (2003) who outline the theory that the changes in economic or political conditions are part of the external factors that can become opportunities or threats for companies.Referring to the suggestion of Kotler and Keller (2009), David (2004), and Craven (2003), it can be estimated that the impact of ACFTA will provide opportunities or threats for companies. Some writers in the field of consumer behavior, e.g., Assael (1998), andHoward (1989) revealed the relationship between marketing strategy and consumer behavior. The authors reveal that marketing strategy is essentially focused on consumer behavior. Thus, a phenomenon in the business environment will be a threat or an opportunity depends on how consumers respond the incident, in this case, the attack of Chinese products to Indonesia as a result of the enactment of ACFTA. Therefore, in facing the phenomena or events in the environment, the business organization should understand the impact of the events or phenomena on consumers, in terms of understanding consumer behavior.