Professional Documents
Culture Documents
ISSN: 2041-8752
Maxwell Scientific Organization, 2011
Submitted: June 14, 2011
Accepted: August 08, 2011
INTRODUCTION
In this highly competitive and cut-throat business
world, every marketer is trying to understand consumers
even though it is an uphill task to swiftly move their
products and services. In todays domestic and global
organizations, from board member to bottom-level
employee, everybody involves in the creation,
communication, and distribution of products and services
that will satisfy consumer wants and needs, and the
development of lifelong relationships with consumers. For
this, marketers are attempting to know each and every bit
of information in understanding their target market
consumers. In this juncture, consumer ethnocentrism has
attracted increasing interest among business practitioners
during the recent decade to formulate as well as evaluate
their plans, policies, programs, strategies, and budgets.
Consumer ethnocentrism refers to ethnocentric views
held by consumer in one country, the in-group, towards
Corresponding Author: Dr. Rajasekhara Mouly Potluri, Nimra Institute of Science and Technology Jupudi, Ibrahimpatnam-521
456 Krishna Dist., Andhra Pradesh, India, Tel.: 91 9618398888
241
C
C
C
C
C
Hypotheses:
Hypothesis 1: CETSCALE has internal consistency and
is a reliable tool to measure Ethiopian
consumers ethnocentric tendencies.
244
Mean
4.26
4.29
3.59
Standard Deviation
2.630
0.999
1.387
Reliability
0.865
0.842
0.837
3.27
2.34
2.79
1.287
1.165
1.314
0.841
0.839
0.833
3.04
1.331
0.833
3.87
1.171
0.838
3.29
3.35
2.94
1.242
1.578
1.256
0.838
0.839
0.835
3.83
2.96
1.216
1.344
0.843
0.833
2.59
2.61
3.20
1.838
1.269
1.343
0.844
0.834
0.832
MS
Sig.
0.728
0.546
1.334
0.263
0.995
0.544
1.828
0.141
3.445
0.541
6.373
0.012
0.998
0.544
1.833
0.140
Mean
3.37
Standard Deviation
1.321
Reliability
0.865
3.88
2.75
1.117
1.294
0.868
0.869
2.90.
1.296
0.864
2.97
3.43
1.338
1.231
0.860
0.864
.2.92
1.235
0.866
3.62
1.208
0.873
3.40
1.321
0.860
2.80
1.278
0.864
I strongly disagree
142 (31.8%)
I am indifferent
105 (23.5%)
I disagree
32 (7.3%)
I agree
97 (21.7%)
I strongly agree
70 (15.7%)
44 (9.9%)
148 (33.2%)
54 (12.0%)
155 (34.8%)
45 (10.1%)
34 (7.6%)
139 (31.2%)
102 (22.8%)
131 (29.4%)
40 (9%)
45 (10.1%)
147 (33.0%)
74 (16.5%)
132 (29.6%)
48 (10.8%)
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ACKNOWLEDGMENT
We appreciatively acknowledge the corresponding
authors earlier employer, Graduate School under the
management of Ethiopian Telecommunications
Corporation of Addis Ababa, Ethiopia for research
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