The systematic influence of Ethnocentric Tendency on Iranian Consumers Buying Behavior and Attitude towards Foreign and Domestic Products

The of objective of this study have been focused on the country of origin (COO) effect and it is broadly defined as positive and negative influence on consumer buying behavior and attitude. We applied CETSCALE with 17 attributes which measure the tendency of consumer towards foreign and domestic products.469 questionnaire circulated among the respondents in five shopping mall center in Kish Island. The study discovered that consumer ethnocentrism is 76.25 in Iran and gender has no effect on consumer ethnocentrism

کلیدواژه ها:

Consumer ، Attitude ، Buying Decision ، Ethnocentrism (CE) ، Country of Origin (COO) ، CETSCALE