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Are males and elderly people more consumer ethnocentric?
journal contributionposted on 2017-12-06, 00:00 authored by Rooma RamsaranRooma Ramsaran
This paper explores the relationship between demographic variables and consumer ethnocentrism. A sample of 204 consumers was interviewed over a two-month period through a structured questionnaire administered through personal and telephone interviews. Consumer ethnocentrism was measured by the CETSCALE and the research hypotheses were rejected for the occupation, education and income variables. Gender and age were the only two significant demographic variables that were positively related to consumer ethnocentrism. Mauritians who were more ethnocentric were the males and those in the age group 50 – 59 years old.
Category 2 - Other Public Sector Grants Category
Number of Pages13
PublisherWorld Business Institute
External Author AffiliationsFaculty of Arts, Business, Informatics and Education; Institute for Resource Industries and Sustainability (IRIS);