Comparative study of ethnocentrism toward American and Japanese automobiles in Saudi Arabia  

Oleh:

Shaikh, Mohammed Emd Al ; Cheng, Kenny Teoh Guan

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1.
Topik: consumer ethnocentrism; automobiles; consumer intentions; Sauid Arabia
Fulltext: b14-183.pdf (48.07KB)

Isi artikel

Consumer ethnocentrism has received significant attention in several previous studies. It plays an important role in affecting consumer’s evaluation of foreign products and purchase behaviour. This study aims to evaluate the general level of consumer ethnocentrism toward American and Japanese automobiles in Saudi Arabia. It also aims to determine whether consumer demographics affect consumer ethnocentric tendencies. Besides, the current study aims to examine if there is significant correlation between TRUCETSCALE and CETSCALE. The data in this study was collected through self administered questionnaire from 200 consumers in Saudi Arabia using convenience sampling technique. Structural equation modelling (SEM) was employed to analyze the data and test the hypothesis presented in this study. The findings indicated that Saudi consumers' ethnocentrism towards foreign cars does not depend on the level of education, gender, income, age and demographic variables. Moreover, this study provided evidence that Saudi consumers are less ethnocentric towards Japanese cars compared to American cars. In addition to that,the results revealed that CETSCALE and TRUCETSCALE are sufficiently correlated to indicate that they could possibly be measuring the same construct.This paper opens an opportunity for future researches to expand the scope and conduct similar studies in other contexts. Future research may also test the effect of other variables such as product and price on consumer ethnocentric tendencies.

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