Country wide animosity for foreign goods: an exploratory study

Abstract

Ethnocentrism and animosity play a significant role in the purchase decision of the consumer. Ethnocentrism is the perception of people regarding other cultures based on their experiences of their own culture. At the same time, animosity is an intense hostility of the consumer regarding foreign goods from a specific country. Both constructs get defined on a national scale and generally vary with the demography and region of the country. The political ideology of the consumer plays a major role in this. In our project, we tried to combine these three primary constructs to study the impact of the Covid-19 Pandemic on the Chinese goods sold in India. Our results indicate that consumers have a prejudiced mentality towards Chinese goods and the origin of this prejudice comes from ethnocentric views. In response to the animosity, we found that people from different demography had different reactions to it.