Publication

Abstract : Purpose – The purpose of this research is to model country of origin (COO) effects, intention to purchase foreign products, ethnocentrism and foreign product knowledge among average Indian consumers. Knowledge derived from the analysis can be used in the marketing mix by firms to address the Indian market.Design/methodology/approach – The literature concerning COO effect is presented. Four scales are used for intention to purchase foreign products (PI), ethnocentrism (E), foreign product knowledge (FPK) and COO. A principal component analysis for the scale of 21 items is conducted using data from a representative Indian sample. Further, correlation and simple linear regression analyses are conducted to test various hypotheses and models.Findings – Four components were confirmed that correspond with the sub-scales: PI, E, FPK and COO. Significant correlations between i) PI and E, ii) FPK and PI, iii) FPK and COO and iv) PI and COO were found. Interpretation of correlation along with the results of two regression analyses indicated two consumer segments in the Indian sample.Research limitations/implications –The research is limited to an average consumer group. Further research will be required to address specific brands, products as well as the attitudes of the specific groups like elite consumers.Practical implications – The paper indicates a series of strategies that retailers could adopt to address the emerging market of India. The findings have significant implications for domestic and foreign marketers.Originality/value – The study models the interrelationship between four sub-scales within a 21- item Likert type instrument with reference to a representative consumer group, placed into two segments, in the under-researched market of India.