Indian Consumer’s Ethnocentric Tendency towards Chinese Products

Abstract

In the world China is the largest country by population and neighboring country of India. Both countries have a weak relationship but still China has the highest sale in Indian market. The whole Indian market is  captured  by Chinese products making a total  boycott imposable. Hence, in this study the researcher finds out consumer decisions regarding Chinese products by ethnocentric tendency. Exploratory and descriptive research design has been used. This study  describes consumer ethnocentric tendency by using standardized CETSCALE developed by Shimp & Sharma, 1987.  The study has been conducted in NCR and Haryana and has used Primary as well as secondary data for finding the result. Total number of respondents is 280. Use of convenience and judgmental sampling techniques for drawn the sample which are represent total population. This is analyzed by using exploratory factor analysis, correlation, regression analysis and independent sample t-test. It was observed that consumer ethnocentrism is positive with negative attitude of consumers towards Chinese products and consumer ethnocentrism is negative with positive attitude of consumer towards Chinese products. But Indian people cannot differentiate between Chinese and Indian products and Chinese products are cheap and easily available in the market place. So the researchers provide some suggestions for Indian firms to create availability of cheap products in Indian market for low income consumers. And they also need to develop their segmentation marketing strategies.