| dc.description.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. | en_US |
