Abstract:
Consumer Ethnocentrism directly influence to the appearances and characteristics of the consumer.
Consumer ethnocentrism emphasizing competitive business trends in dairy product sector in Sri
Lankan market. With a current scenario the improvement of global economy consumers of around
the world increase exposed foreign products and increasing purchase choices. However global
economy intensified foreign competition for domestic manufacturers in motivating and protection
domestic buyers. Recent studies exposed that consumer‟s interest towards foreign dairy brands was
decreasing. One clarification for such changes may be nationalistic or ethnocentric behaviors of
consumers. Hence future dairy companies face effect of the perceived value problems of the parent
brand. However, lack of research attention has been given on the impact of consumer ethnocentrism
on willing to purchase the dairy products where perceived value playing the mediatory role. Thus it
identified knowledge gap and empirical gap and however this research study covered this gap by
providing evidence to encourage get purchasing decisions of consumer‟s. In accordance by the above
considerations this study develops a model to identify the impact of consumer ethnocentrism on
willing to purchase products mediated by perceived value in dairy product sector in Sri Lanka. Data
were collected from 200 dairy product consumers from Southern Province using multistage sampling
and convenient sampling techniques. Further, data was analyzed using descriptive statistics,
coefficient correlation analysis, regression analysis, and mediator analysis based on the research
objectives and hypothesis developed. According to the findings there is positive impact of consumer
ethnocentrism on willing to purchase and partially meditation exists with the PV. These results
provide both knowledge and managerial implications, and as well suggestions some further research
areas for future research.
Keywords: Consumer Ethnocentrism; Willing to purchase; Perceived Value
