1. Snapshot project
BY : DAVINDER PAL SINGH – 125
SANGAM LALSIVARAJU - 138

2. Hero Honda’s patriotic ad
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3. Concept

Ethnocentrism

Ethnocentric individuals tend to view their group as superior
to others. As such, they view other groups from the
perspective of their own, and reject those that are different
and accept those that are similar

Consumer ethnocentrism gives individuals an understanding
of what purchases are acceptable to the in-group, as well
as feelings of identity and belonging.
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4. Polycentric

For consumers who are not ethnocentric, or polycentric consumers,
products are evaluated on their merits exclusive of national origin etc

Consumers who tend to be less ethnocentric are those who are
young, those who are male, those who are better educated, and
those with higher income levels
Courtesy: (Balabanis et al., 2001; Good & Huddleston, 1995; Sharma et
al., 1995)
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5. Ethnocentrism

patriotism was found to be the most important motive for
consumer ethnocentrism.

Consumer ethnocentrism specifically refers to ethnocentric views
held by consumers in one country, the in-group, towards products
from another country, the out-group (Shimp & Sharma, 1987)

Consumers may believe that it is not appropriate, and possibly even
immoral, to buy products from other countries.
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6. Contd…

In Turkey, patriotism was found to be the most important motive for
consumer ethnocentrism. it was theorized due to Turkey's collectivist
culture.

In USA a strong positive relationship between high ethnocentrism
and country-based bias in the evaluation of automobiles.

India – Ethnocentrism to polycentrism
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7. 7
Q&A

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