Authors
Vipin Kumar Mishra
Abstract
Ethnocentrism is defined as the tendency of assuming the one’s own culture and way of life representation to the norm are superior to all others whereas the consumer ethnocentrism deals with the normative beliefs in the superiority of their own countries product. The present study deals with the comparative study and approach between the ethnocentrism and consumer ethnocentrism. In this aspects, the review on the basis of the domestic product and foreign dealing of one’s own country to another. It also cover the various issues concerning with the realm of the ethnocentric effect and the consistency of their effort. Keeping the objective in mind that the feature of globalization and the expanding choice of the domestic and foreign purchase options. Keywords: Ethnocentrism, Consumer ethnocentrism, domestic product, Globalization
Introduction
The term ethnocentrism is coined in the dictionary of Webster as an attitude that individual group i.e. race or people is superior. It basically focus with the ethnocentric views that held by the consumers in country towards the products from another country (Sainy and Jangalani, 2012).
The concept of ethnocentrism generally was introduced by Summer in 1906 in his publication about the Folkways. Hence with the passing years, sociological ethnocentrism was converted into the psychosocial research.
It include language, accent, physical features or religion that regards as the indication for the common descent. Ethnocentrism behavior is collectively defined as the simple evolutionary model of the local competition between the individuals without emphasis the difference between the evolutionary process for member dealing or one’s group to the members of another group.
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| APA Style | Mishra, V. K. (2019). A comparative study on Ethnocentrism and Consumer Ethnocentrism. Academic Journal of Historical Studies, 1(1), 32-36. |
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