Impact Assessment of Consumer Demographics on Rural Consumers' Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) Habits

Authors

  •   Manish Das Assistant Professor, Department of Business Management, Tripura University (A Central University), Suryamaninagar, Tripura (West), Tripura - 799 022
  •   Victor Saha Research Associate, Tripura University (A Central University), Suryamaninagar, Tripura (West), Tripura - 799 022

DOI:

https://doi.org/10.17010/ijom/2018/v48/i8/130539

Keywords:

Attention To Social Comparison Information (ATSCI)

, ATSCIScale, CETSCALE, Consumer Ethnocentrism (CE), Rural Consumers, Tripura

Paper Submission Date

, May 23, 2017, Paper sent back for Revision, July 10, 2018, Paper Acceptance Date, July 20, 2018.

Abstract

Growth for firms in India requires more and more penetration into the rural markets as urban markets in India are witnessing stagnation. Generalizing urban consumer research findings to formulate rural market strategies may not pave way for rural penetration. Firms need more and more rural specific consumer research to formulate their strategies to excel in rural markets. The present paper is one of such kind and analyzed the role of demographics in shaping rural consumers' ethnocentric (CE) and social comparison (ATSCI) tendencies - two powerful consumer market segmentation variables. It also assessed the likelihood of accepting communication messages having joint and independent appeal of CE and ATSCI. By adhering to appropriate research mechanisms, the study collected and analyzed data from 153 rural consumers belonging to both tribe and non-tribe categories from Tripura, a land locked hilly state of North East India. Data analysis was carried out by using confirmatory factor analysis, one-way ANOVA, independent sample 't' test, and non - parametric Friedman test. The study confirmed ATSCI as one of the significant constructs in shaping rural purchase behaviour. It also highlighted age and education as the significant predictors of ethnocentric tendencies and gender for social comparison tendency. Older and less educated people were found to be more ethnocentric ; whereas, women were found to make greater social comparisons than men. The possible applications of these findings in the context of rural marketing were also discussed.

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Published

2018-08-01

How to Cite

Das, M., & Saha, V. (2018). Impact Assessment of Consumer Demographics on Rural Consumers’ Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) Habits. Indian Journal of Marketing, 48(8), 37–52. https://doi.org/10.17010/ijom/2018/v48/i8/130539

Issue

Volume 48, Issue 8, August 2018

Section

Articles
Crossref
Scopus
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Europe PMC

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