Consumer Ethnocentrism Case Study

Consumer ethnocentrism is considered as a tool that can identify consumers’ purchase of domestic and foreign products (Guneren & Ozturen, 2008). The analysis showed that the level of consumer ethnocentrism in this study was categorized in the middle level. This result is in line with the study of Anggasari et al. (2013) showing that consumers also had middle levels of ethnocentrism.
The results demonstrated that the perceived quality of domestic food products was high while the perceived quality of foreign products was in the middle level. This is in contrast to the study of Purwanto (2014) which stated that the perceived quality of domestic products was low. Most consumers perceived that the quality of food products in Bawah Market was good, trustworthy, and well produced as well as foreign food products. This is the contrast to the study of Vezifehdust and Reihani (2013) that the quality of foreign products was more optimal than of domestic products. The perception of each person to an object will vary, so the perception has subjective nature (Setiadi, 2010). The result difference occurs because of the differences in the

Consumer ethnocentrism had an effect on the selection of the domestic and foreign products (Lajevardi et al., 2014). The results are consistent with the study of Sukmaningtyas and Hartayo (2013) which mentioned that the effect of ethnocentrism was against the purchase of fruit products. High ethnocentrism makes it possible to the high purchase of domestic products (Guneren & Ozturen, 2008). This result is also in line with the study of Shaheen (2004) which stated that quality perception had a significant impact on the purchase. Koutroulou and Tsourgiannis’ study (2011) also found that there were quality factors that affected the purchase of local