Consumer Ethnocentrism and Attitudes Towards Foreign Beer Brands: With Evidence from Zlin Region in the Czech Republic
Wanninayake W.M.C.Bandara, Chovancová Miloslava
Keywords:
Consumer Ethnocentrism, Beer Industry, Czech Republic, Consumer Attitudes
Abstract:
In modern times, consumer ethnocentrism has become an important strategic tool used by
domestic firms in the face of global competition. However, the ability to use this phenomenon
and its practical validity can vary in different industrial and cultural contexts. Hence, in this
study, researchers address this issue by investigating the relationship between consumer ethnocentrism
and the attitudes of Czech customers towards foreign beer brands while paying
special attention to whether the ethnocentric tendencies of the Czech customers are altered
by demographic variables. The sample for this study was drawn from adult customers who
live in the Zlin region in the Czech Republic. The group of students from the bachelor degree
programme in management and economics, Tomas Bata Universty in Zlin were selected as
enumerators for data collection. Altogether 155 questionnaires were distributed and 108 completed
questionnaires were taken in for final analysis. The consumer ethnocentric tendency
was measured using the famous CETSCALE developed by Shimp and Sharma. Cronbach’s
Alpha values of each construct confirmed that a good interring reliability exists with the data.
Principle component analysis was employed to determine the important factors of CETSCALE
and independent t test, correlation analysis, multiple regression analysis and one way
ANOVA were used for testing hypotheses. The results revealed that the ethnocentric tendency
of consumers is negatively correlated with the favorable attitudes of customers towards foreign
beer brands in Czech Republic and also that highly ethnocentric customers hold less favorable
attitudes towards foreign brands. Further findings revealed that there are no significant differences
between consumer ethnocentrism and all the demographic variables of Czech customers.
Finally, the researchers provide some suggestions for domestic brewery firms in the Czech
Republic to develop appropriate branding strategies in considering consumer ethnocentrism
as a strategic tool.
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 Consumer Ethnocentrism and Attitudes Towards Foreign Beer Brands: With Evidence from Zlin Region in the Czech Republic [PDF file] [Filesize: 800.46 KB]
 10.7441/joc.2012.02.01
Wanninayake, W.M.C. B., Chovancová, M.(2012). Consumer Ethnocentrism and Attitudes Towards
Foreign Beer Brands: With Evidence from Zlin
Region in the Czech Republic. Journal of Competitiveness, 4 (2), 3-19. https://doi.org/10.7441/joc.2012.02.01
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