CONSUMER ETNOCENTISM ON HIGH INVOLVEMENT AND LOW INVOLVEMENT PRODUCTS

Tema Atmaja, Ferry and Lizar , Alfansi and Astrarina, Nova (2014) CONSUMER ETNOCENTISM ON HIGH INVOLVEMENT AND LOW INVOLVEMENT PRODUCTS. In: Borderless Economy: Opportunities and Challenges for Businesses in Southeast Asia, 13-14 October 2011, Fakultas Ekonomi, Universitas Bengkulu.

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Abstract

The objectives of the study are to determine consumer ethnocentrism andto examine consumer preferences in buying high and low involvement products. Low involvement products which were examined are isotonic drinks, whilst high involvement products employed in the study are laptops. A convenient sample of 152 students was employed in the survey. The result of Wilcoxon test indicates that there is a significant difference in consumer ethnocentrism in purchasing low involvement products and high involvement products. Consumers demonstrate a higher level of ethnocentrism when buying isotonic drinks. On the other hand, the level of consumer ethnocentrism is lower in the purchase of high involvement products, laptops. The result of Friedman test concludes that consumers have a different preference in buying high involvement and low involvement products. In low involvement products, consumers tend to use local products, whilst in high involvement products, consumers prefer international brands. It seems clear that Indonesian companies need to improve the quality of their products and convince Indonesian consumers that their products can match those of international brands.

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