Examining Consumer Ethnocentrism Across Different Demographic Variables

Abstract

The objective of this paper is to analyze the influence of demographic variables on consumer ethnocentrism. The study examines the direct impact of demographic variables (gender, age, income, education, occupation, and marital status) on consumer ethnocentric tendencies. Data were collected from 521 consumers in the Northern region of India. Data was analyzed using an Independent t-test and One-way ANOVA test. These findings indicate that ethnocentric tendencies among consumers are influenced by age, income, and gender.  However, there is no significant difference in the context of occupation, education, and marital status. The study provides valuable implications for marketers and policymakers.