Examining Consumer Ethnocentrism amongst Jordanians from an Ethnic Group Perspective

Saeb Farhan Al Ganideh, Hameed Al Taee


Consumer ethnocentrism literature has focused on examining ethnocentric tendencies among consumers from developed countries utilizing the well-known consumer ethnocentrism scale. This study aims to measure Jordanian consumers' ethnocentric tendencies towards Arabian products and to explore how such ethnocentric tendencies vary based on their demographic variables. Data were collected from a total of 372 Arab Jordanian consumers who live in Amman city during the winter of 2008. The findings of the current study indicate that Jordanian consumers have strong ethnocentric tendencies towards purchasing products of Arab countries. Moreover, the findings reveal that Jordanian consumers' ethnocentric tendencies towards purchasing Arabian products did not vary by gender, marital status, income and age. However, geographical location proved to have significant influence on Jordanians' ethnocentric tendencies towards products made in Arab countries. Overall, the concept of consumer ethnocentrism can help Arab and global marketers to develop more effective marketing strategies.

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DOI: https://doi.org/10.5539/ijms.v4n1p48

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