Consumer Ethnocentric Attitude of Indian Emigrants in Their Host Country with Special Reference to Zambia

Abstract

In this paper, the researcher examines the state of consumer ethnocentrism of Indian emigrants in Zambia. The spotlight of this study is to find out the consumers' ethnocentric tendencies, especially among those Indians who reside in Zambia during the study time. The researcher used a questionnaire to gather the data from the respondents. Percentage analysis and multinominal logistics regression tool to test the research hypothesis were used. It was found that consumers' ethnocentric tendencies do not play the most important role in purchasing goods among Indian emigrants. The results specify that consumer's ethnocentric tendency negatively connected with the intention to obtain Indian goods.