The Effect of Country of Origin Image, Ethnocentrism, and Religiosity on Purchase Intentions: An Empirical Investigation on Bangladeshi Consumers
DOI:
https://doi.org/10.17010/ijom/2015/v45/i10/79796Keywords:
Country of Origin
, Ethnocentrism, Religiosity, Purchase Intention, Foreign ProductsPaper Submission Date
, November 3, 2014, Paper sent back for Revision, June 6, 2015, Paper Acceptance Date, July 11, 2015.Abstract
This research endeavour was undertaken in order to understand the effect of three different aspects namely, Country of Origin, Ethnocentrism, and Religiosity on Bangladeshi consumers' intention of purchasing imported or foreign products. At the initial stage of the study, 260 questionnaires were given out to Bangladeshi consumers in the cities of Dhaka and Chittagong. However, out of the 260 questionnaires, 230 were validated and tested for the purpose of statistical analysis. Descriptive analysis was conducted first in order to assess the demographic characteristics of the respondents, after which, exploratory factor analysis (EFA) was conducted, and finally, the hypotheses were tested, and the proposed model was verified through the application of structural equation modelling (SEM). The findings demonstrated that Country of Origin Image, Ethnocentrism, and Religiosity significantly affected Bangladeshi consumers' intention of buying imported products. The findings generated from this study will provide useful information to marketers who are selling imported or foreign products in the Bangladeshi market as well as help them in developing effective marketing strategies. At the same time, this study is also a meaningful contribution to literature, given the scarcity of research studies on this topic pertaining to Bangladesh.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Abunasr, K. (2007). Consumers' response to foreign made products: The effect of product category involvement. The Marketing Management Journal, 17 (2), 47-55.
Ahmed, Z. U., Johnson, J. P., Yang, X., Fatt, C. K., Teng, H. S., & Boon, L. C. (2004). Does country of origin matter for low-involvement products? International Marketing Review, 21 (1), 102-120. DOI : http://dx.doi.org/10.1108/02651330410522925
Ahmed, Z. U., Anang, R., Othman, N., & Sambasivan, M. (2013). To purchase or not to purchase U.S. products: Role of religiosity, animosity, and ethno-centrism among Malaysian consumers. Journal of Services Marketing, 27 (7), 551-563.
Alam, S. S., Mohd, R., & Hisham, B. (2011). Is religiosity an important determinant on Muslim consumer behaviour in Malaysia? Journal of Islamic Marketing, 2 (1), 83-96.
Alex, N. J., & Thomas, J. (2014). Brand credibility and purchase intention among users of shopping and convenience goods: The moderating role of brand involvement. Indian Journal of Marketing, 44 (4), 17-24.
Anand, R. (2013). “Brand India†in Korea: A case study and review of nation branding research. Indian Journal of Marketing, 43 (9), 14-24.
Apil, A. R., & Kaynak, E. (2010). Georgian consumers' evaluation of products sourced from European Union member countries: Country of origin impact. International Journal of Commerce and Management, 20 (2), 167-187.
Atlintas, M. H., & Tokol, T. (2007). Cultural openness and consumer ethnocentrism: An empirical analysis of Turkish consumers. Marketing Intelligence & Planning, 25 (4), 308-325.
Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32 (1), 157-175.
Bandyopadhyay, S., Wongtada, N., & Rice, G. (2011). Measuring the impact of inter-attitudinal conflict on consumer evaluations of foreign products. Journal of Consumer Marketing, 28 (3), 211-224.
Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. - B. E. M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9 (2), 83-95.
Brown T. A. (2006). Confirmatory factor analysis for applied research. New York, NY: Guilford Press.
Dagger, T. S., & Raciti, M. M. (2011). Matching consumers' country and product image perceptions: An Australian perspective. Journal of Consumer Marketing, 28 (3), 200-210.
Dikcius, V., & Stankeviciene, G. (2010). Perception of country of brand origin and country of product manufacturing among Lithuanians and emigrants from Lithuania. Organizations and Markets in Emerging Economies, 1 (2), 108-122.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28 (3), 307-319. DOI: 10.2307/3172866
Essoussi, L., H., & Merunka, D. (2007). Consumers' product evaluations in emerging markets: Does country of design, country of manufacture, or brand image matter? International Marketing Review, 24 (4), 409 - 426.
Gadhavi, D. D., Shukla, Y. S., & Patel, J. D. (2014). Moderating role of cause related marketing campaign between attitude towards products and purchase intention: An experimental analysis. Indian Journal of Marketing, 44 (3), 35-42.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, 62 (2), 46-59. DOI: 10.2307/1252160
Ha- Brookshire, J., & Yoon, S. -H. (2012). Country of origin factors influencing US consumers' perceived price for multinational products. Journal of Consumer Marketing, 29 (6), 445-454.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th edn.). New Jersey: Pearson Prentice Hall.
Hanazee, K. H., Attar, M. M., & Alikhan, F. (2011). Investigating the effect of gender role attitude on the relationship between dimensions of religiosity and new product adoption intention. World Applied Sciences Journal, 13 (6), 1527-1536.
Josiassen, A., & Assaf, A. (2010). Country-of-origin contingencies: Their joint influence on consumer behaviour. Asia Pacific Journal of Marketing and Logistics, 22 (3), 294-313.
Kaeeni, A. B., & Heidarzadeh, K. (2014). Exploring the moderating effect of consumer animosity and ethnocentrism on process of accepting foreign products among Islamic countries. International Journal of Research In Social Sciences, 3 (5), 112-131.
Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products: An analysis of product-country images and ethnocentrism. European Journal of Marketing, 36 (7/8), 928 - 949. DOI : http://dx.doi.org/10.1108/03090560210430881
Kim, S., & Pysarchik, D. T. (2000). Predicting purchase intentions for uni-national and bi-national products. International Journal of Retail & Distribution Management, 28 (6), 280-291.
Kline, R. B. (2011). Principals and practice of structural equation modelling (3rd edn.). New York, NY: Guilford.
Kumar, P. K., & Anand, B. (2013). Understanding consumer purchase intention towards biodegradable footwear: A study. Indian Journal of Marketing, 43 (10), 16-24.
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22 (1), 96-115.
Lee, M. - Y., Kim, Y. - K., Pelton, L., Knight, D., & Forney, J. (2008). Factors affecting Mexican college students' purchase intention toward a US apparel brand. Journal of Fashion Marketing and Management, 12 (3), 294-307.
Lin, L. - Y., & Chen, C. - S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23 (5), 248-265.
Ma, J., Wang, S., & Hao, W. (2012). Does cultural similarity matter? Extending the animosity model from a new perspective. Journal of Consumer Marketing, 29 (5), 319-332.
McDaniel, S. W., & Burnett, J. J. (1990). Consumer religiosity and retail store evaluative criteria. Journal of the Academy of Marketing Science, 18 (2), 101-112.
Mokhlis, S. (2009). Relevancy and measurement of religiosity in consumer behavior research. International Business Research, 2(3), 75-84. DOI: 10.5539/ibr.v2n3p75
Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: The role of religiosity. Journal of Islamic Marketing, 3 (2), 108-120.
Nasri, W., & Charfeddine, L. (2012). An Exploration of Facebook.com adoption in Tunisia using technology acceptance model (TAM) and Theory of reasoned action (TRA). Interdisciplinary Journal of Contemporary Research in Business, 4 (5), 948-968.
Nguyen, T. D., Nguyen, T. T. M., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products - Evidence from Vietnam. Journal of Consumer Behaviour, 7 (1), 88-100. DOI: 10.1002/cb.238
Roth, M. S., & Romeo, J. B. (1992). Matching product and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23 (3), 477- 497.
Saffu, K., Walker, J. H., & Mazurek, M. (2011). The role of consumer ethnocentrism in a buy national campaign in a transitioning country some evidence from Slovakia. International Journal of Emerging Markets, 5 (2), 203-226.
Salman, F., & Siddiqui, K. (2011). An exploratory study for measuring consumer's awareness and perceptions towards halal food in Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 3 (2), 639-652.
Sarwar, A. (2013). Medical tourism in Malaysia: Prospect and challenges. Iranian Journal of Public Health, 42 (8), 795-805.
Sarwar, A., Azam, S. M. F., Haque, A., Sleman, G., & Nikhashemi, S. R. (2013). Customers' perception towards buying Chinese products: An empirical investigation in Malaysia. World Applied Sciences Journal, 22 (2), 152-160.
Saurabh, & Mahajan, A. (2013). Consumers' perception towards miraculous claims of brands with aesthetic appeal. Indian Journal of Marketing, 43 (9), 32-40.
Sekaran, U. (2003). Research methods for business: A skill building approach (4th edn.). New York, NY: John Wiley & Sons, Inc.
Shankarmahesh, M. N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23 (2), 146-172.
Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23 (1), 26-37.
Shergill, G.S., & Tong, L. (2007). New Zealand consumers' attitudes towards Australian, United States, Japanese, German and Chinese products and marketing practices. New Zealand Journal of Applied Business Research, 6 (2), 13-36.
Shimp, T., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24 (3), 280-289. DOI: 10.2307/3151638
Siemieniako, D., Kubacki, K., Glinska, E., & Krot, K. (2011). National and regional ethnocentrism: A case study of beer consumers in Poland. British Food Journal, 113 (3), 404-418.
Sohail, M. S., & Sahin, O. G. (2010). Country-of-origin effects on consumers' evaluations of automobiles: Perspectives from a developing nation. Journal of International Consumer Marketing, 22 (3), 245-257.
Sumner, W. G. (1906). Folkways: The sociological importance of usages, manners, customs, mores, and morals. New York, NY: Ginn & Co.
Swimberghe, K., Sharma, D., & Flurry, L. (2009). An exploratory investigation of the consumer religious commitment and its influence on store loyalty and consumer complaint intentions. Journal of Consumer Marketing, 26 (5), 340-347.
Tabassi, S., Esmaeilzadeh, P., & Sambasivan, M. (2012). The role of animosity, religiosity and ethnocentrism on consumer purchase intention: A study in Malaysia toward European brands. African Journal of Business Management, 6 (23), 6890-6902. DOI: 10.5897/AJBM11.2867
Thanasuta, K., Patoomsuwan, T., Chaimahawong, V., & Chiaravutthi, Y. (2009). Brand and country of origin valuations of automobiles. Asia Pacific Journal of Marketing and Logistics, 21 (3), 355-375.
Ueltschy, L. C. (1998). Brand perceptions as influenced by consumer ethnocentrism and country-of-origin effects. The Journal of Marketing Management, 8 (1), 12-23.
Vida, I., Dmitrovic, T., & Obadia, C. (2008). The role of ethnic affiliation in consumer ethnocentrism. European Journal of Marketing, 42 (3/4), 327-343.
Wang, X., & Yang, Z. (2008). Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry. International Marketing Review, 25 (4), 458-474.
Wilkes, R. E., Burnett, J. J., & Howell, R. D. (1996). On the meaning and measurement of religiosity in consumer research. Journal of the Academy of Marketing Science, 14 (1), 47-56.
Yousaf, S., & Malik, M. S. (2013). Evaluating the influences of religiosity and product involvement level on consumers. Journal of Islamic Marketing, 4 (2), 163-186.
Zainudin, A. (2012). A handbook on SEM: Structural equation modelling (4th ed.). Kelantan: Universiti Teknologi MARA Press.
Zolfagharian, M., Saldivar, R., & Sun, Q. (2014). Ethnocentrism and country of origin effects among immigrant consumers. Journal of Consumer Marketing, 31 (1), 68-84.
