THE ROLE OF ETNHNOCENTRISM IN HIGHER STUDENTS BEHAVIOR TO CONSUME (The Study of Made in China Fashion Products in Bandung)
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Date
2011-11-04
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11th Annual SEAAIR Conference
Abstract
Sharma (1987) pointed out that ethnocentrism
is more concerned with blindly accepting to his own group
and tends to reject things that are outside the group. Based
on that definition, this research purpose is to study the
consumer ethnocentric tendency of Higher Education
Students in Bandung toward Chinese fashion product. This
study shows that 53.2% Students in Bandung had high
ethnocentrism attitude. The associations between
ethnocentrism and the perception of quality fashion
products made in China is negative; It means that invasion
of Chinese products will not be strongly affected the
existence of Indonesian fashion. However, there is one
thing to be aware for fashion business in Indonesia, namely
the price. This research shows that in spite of
ethnocentrism, price is still a major consideration in terms
of buying made in China fashion products, since there is a
positive relationship between perceptions of price and the
intention to buy made in China fashion products. Based on
this research, a University as a social development
institution could enhance this ethnocentric tendency
through curriculum or programs. For example makes an
anthropology or nationalism subject in their curriculum as
a requirement.
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Keywords
Nationalism, Consumer Ethnocentric Tendency, ACFTA, perceived on price, perceived on quality, purchase intentions.