Consumer ethnocentrism and conspicuousness of South African imports in Mozambique
type: CreativeWork
description: Focus of the study The study examines the nature and effects of consumer ethnocentrism and conspicuousness of imports on consumer reactions toward South African products in Mozambique. Purpose The purpose of the study is threefold: (1) to indicate those groups of Mozambican consumers who are more ethnocentric and who see greater conspicuousness in South African imports; (2) to indicate those groups of consumers whose consumer ethnocentric responses to South African versus Mozambican products and brands are stronger; and (3) to indicate those categories of South African versus Mozambican products and brands which bring up stronger negative reactions among consumers in the Mozambican market. Methodology Products The study focuses on food consumables. The selected products include potatoes, chicken meat, tea, juice, biscuits and beer. They are classified into agricultural and processed items. Instrument The instrument consisted of two parts. The first comprised the scales of consumer ethnocentric tendencies, conspicuousness of South African imports, attitudes toward the product, attitudes toward the brand and purchasing intentions toward the brand. All the scales had good psychometric qualities in the Mozambican context. The second part contained demographic questions. Sample A questionnaire-based survey was used to collect data from 448 students in the southern part of Mozambique. Data analyses The data was analysed by using such quantitative techniques as structural equation modelling (LISREL 8.8), one sample t-tests, one-way repeated measures analysis of variance and one-way repeated measures analysis of covariance (SPSS15). Findings The nature of consumer ethnocentric tendencies was defined by age, gender, national subgroup and employment status. The same predictors shaped conspicuousness of 15 South African imports. The phenomena of consumer ethnocentrism and conspicuousness of South African imports were positively correlated. By and large, consumer ethnocentrism …
abstract: Focus of the study The study examines the nature and effects of consumer ethnocentrism and conspicuousness of imports on consumer reactions toward South African products in Mozambique. Purpose The purpose of the study is threefold: (1) to indicate those groups of Mozambican consumers who are more ethnocentric and who see greater conspicuousness in South African imports; (2) to indicate those groups of consumers whose consumer ethnocentric responses to South African versus Mozambican products and brands are stronger; and (3) to indicate those categories of South African versus Mozambican products and brands which bring up stronger negative reactions among consumers in the Mozambican market. Methodology Products The study focuses on food consumables. The selected products include potatoes, chicken meat, tea, juice, biscuits and beer. They are classified into agricultural and processed items. Instrument The instrument consisted of two parts. The first comprised the scales of consumer ethnocentric tendencies, conspicuousness of South African imports, attitudes toward the product, attitudes toward the brand and purchasing intentions toward the brand. All the scales had good psychometric qualities in the Mozambican context. The second part contained demographic questions. Sample A questionnaire-based survey was used to collect data from 448 students in the southern part of Mozambique. Data analyses The data was analysed by using such quantitative techniques as structural equation modelling (LISREL 8.8), one sample t-tests, one-way repeated measures analysis of variance and one-way repeated measures analysis of covariance (SPSS15). Findings The nature of consumer ethnocentric tendencies was defined by age, gender, national subgroup and employment status. The same predictors shaped conspicuousness of 15 South African imports. The phenomena of consumer ethnocentrism and conspicuousness of South African imports were positively correlated. By and large, consumer ethnocentrism …
author: John, Anna
language: en
date published: 2011-11
date modified: 2026-07-24T02:00:48Z
provider: Dublin City University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Dublin City University