• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Bachelor
  • View Item
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Bachelor
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Applying the Consumer Ethnocentrism Model to Norwegian Consumers

Lundberg, Cornelia; Overå, Benedicte Rodahl
Bachelor thesis
Thumbnail
View/Open
2592300.pdf (5.112Mb)
URI
https://hdl.handle.net/11250/2683032
Date
2020
Metadata
Show full item record
Collections
  • Bachelor [572]
Abstract
This thesis explores Norwegian consumers perceptions towards foreign products.

It specifically investigates consumers ethnocentric tendencies, which influences

purchase intentions and preferences to domestic versus foreign products. The

purpose of this thesis has been to establish Norwegian consumers’ level of

ethnocentrism and look at variables affecting this. The following research

question was therefore developed;

What level of presence does consumer ethnocentrism have within

Norwegian consumers, what factors affect this, and ultimately how does

this affect the perception of foreign commodities?

The conceptual framework of this study was inspired by numerous studies

building on Shimp and Sharma’s theory of consumer ethnocentrism, consumer

ethnocentric tendencies, and the CETSCALE. From this we also decided on the

study’s independent socio-psychological variables: perceived product necessity,

cultural openness, perceived economic threat, and environmental concern. We

also researched the demographic variables age and ethnic identity.

The paper is sectioned in four parts: firstly, a theoretical opening to introduce the

topic and its relevance to contemporary society. Secondly, a methodology part

where the responses were analysed and interpreted. Thirdly, discussion and

conclusion where the results from methodology are defined and elaborated.

Lastly, a reflective ending highlighting the limitations of the study, self-reflection

and where to go with future research.

A descriptive, quantitative design was used to increase the generalisability; the

survey gave a total of 169 usable responses to analyse. Primarily the analyses used

were ANOVA and regression to test the six hypotheses formulated for the study.

Prior to analysing the hypotheses, several validity analyses were done to uncover

which questions belonged under the different variables.

Of the six formulated hypotheses four were supported. For the demographic

variable, there is a significant difference in the level of consumer ethnocentric tendencies concerning age. As for the socio-psychological variables perceived

economic threat, cultural openness, and environmental concern all have a

significant effect on the level of CET. The level of CET was evaluated as high,

however as perceived economic threat was proven to have an effect, the current

COVID-19 pandemic has in all likeliness affected the level to be higher than

normal. Ethnic identity and perceived product necessity was not supported.

However, certain findings in the analyses gives an indication that it needs to be

further researched.
Description
Bacheloroppgave i Markedsføring fra Handelshøyskolen BI, 2020
Publisher
Handelshøyskolen BI

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit