The Effect of Ethnocentrism and Patriotism on Consumer Preference (Special Reference to Handloom Products in Sri Lanka)

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dc.contributor.author Costa, Y.K.H. Dinesha
dc.contributor.author Fernando, P.I.N.
dc.contributor.author Yapa, Upeksha. A.S.
dc.date.accessioned 2019-06-19T11:25:48Z
dc.date.available 2019-06-19T11:25:48Z
dc.date.issued 2018
dc.identifier.uri http://www.erepo.lib.uwu.ac.lk/handle/123456789/1216
dc.description.abstract Practitioners in marketing impulse of understanding consumer behaviours than before. Recent studies showed that consumer’s enthusiasm towards foreign brands was declining. One explanation for such changes may be patriotic, nationalistic or ethnocentric behaviours of consumers. Therefore, the objective of this study was to identify the effect of ethnocentrism and patriotism on consumer preference for handloom products with special reference to western province Sri Lanka. A sample of 150 consumers was randomly selected who bought handloom products from handloom outlets in Western Province. Multistage sampling technique was applied for the study. Primary data were collected through a questionnaire. Regression, correlation techniques and Statistical Packages for Social Science version 23.0 software were used to analyse the data. The result revealed that the ethnocentrism and patriotism have positive effect on consumer preference for handloom products. Further, findings conclude that handloom consumers in Western Province ethnocentric to domestic handloom products according to the Consumer Ethnocentric Tendency Scale. This study recommends handloom manufacturing firms to develop their marketing strategies using nationalism promotional strategy and remind consumers to have a sense of ethnocentrism. en_US
dc.language.iso en en_US
dc.title The Effect of Ethnocentrism and Patriotism on Consumer Preference (Special Reference to Handloom Products in Sri Lanka) en_US
dc.type Article en_US


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