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) vogue to regard one owns beliefs, standards and code of demeanour 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 merchandise products Highly ethnocentric consumers tend to protect local application increased nationalism and heavy emphasis on heathenish 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 towa rds imported and local products and probe whether the COO impacts on perceptions of quality, value for money, status, esteem, etc.

Country of evidence or assembly Product design made in concept COO effect Developed vs developing countries RRRF/5/12/07 6 3 Background Globalisation at large(p) trade Variety at competitive prices Exposure to contradictory products RRRF/5/12/07 7 explore on consumer behaviour 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, mild and Medium Enterprises, Commerce an Cooperatives, SEHDA NWEC MCCI MMA RRRF/5/12/07 9 metho! dological analysis (contd.) Questionnaire design common shopping habits CETSCALE (7- point labelled Likert outdo where 1 is strongly disagree and 7 is strongly agree) lifestyle of Mauritian Consumers Importance of COO General views and opinions Demographics RRRF/5/12/07 10 5 METHODOLOGY...If you want to get a broad(a) of the mark essay, order it on our website: OrderEssay.net

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