An exploratory study of Mauritian consumers' ethnocentrism and perceptions towards domestic and foreign products in Mauritius

In order to gather maximum insight about Mauritian consumers' perceptions and attitudes towards domestic and foreign products, in-depth interviews were conducted with twelve Mauritian consumers. This exercise was conducted over a two-week period by means of a personal interview, using a semi-structured questionnaire consisting mainly of open-ended questions whereby respondents had the freedom to express freely their views and opinions towards the products and their country of origin. The seven-point rating CETSCALE was also included in the questionnaire since before the CETSCALE can be used as a measure of consumer ethnocentrism in Mauritius, it is necessary to assess its reliability as a measure of Mauritian consumers' ethnocentric tendencies. The CETSCALE was found to be a reliable measure in the Mauritian context and local brands were perceived to be of inferior quality than the foreign brands.