The Effects of Consumer Demographics on Ethnocentricism: A Comparative Study Related to Socioeconomics Status, Age and Gender

Abstract

The purpose of the present study was to investigate the difference of consumer ethnocentric tendencies according to age, gender and socioeconomic status. The sample consisted of 180 participants: 90 men and 90 women between age range of 18 to 60 years. It was taken from different educational institutions of Karachi. Personal information regarding participant’s age, gender, marital status and socioeconomic class was collected. Consumer Ethnocentric Tendencies scale developed by Shimp & Sharma ( 1987) was used
to determine ethnocentric tendencies of participants. Results showed that the level of ethnocentric tendencies varied according to age and socioeconomic status. However, there was no difference with regard to gender.