Xenocentrism and Ethnocentism Towards Foreign and Local Products.

Abstract

This study aimed at assessing the extent and the impact of students′ demographic characteristics on their xenocentrism and ethnocentrism towards foreign and locally made products. Using self administered questionnaires, data were collected from 444 graduate and undergraduate university students in Ghana. Data analysis was conducted using the T-test of independent samples, frequency analysis and the analysis of variance. The results showed that students′ ethnocentrism was moderate and perceived local products as inferior. The results found no significant difference between male and female students in their preference for foreign products. Moreover, older students preferred to buy local products to foreign ones compared to younger students. The results also suggested that as people grow older, their social aggrandisement towards foreign products decreases. In addition, Nigerian students were more xenocentric than Ghanaian students whereas graduate students were more ethnocentric than undergraduate students. These findings could help marketers to forecast best marketing strategies on consumer demographics to increase market share