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) disposition to regard one owns beliefs, standards and code of deportment 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 sedulousness increased nationalism and heavy emphasis on ethnic 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 case 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 canvass whether the COO impacts on perceptions of quality, value for money, status, esteem, etc.

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

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