mrp final chapter 1 to 6

8/17/2019 MRP FINAL Chapter 1 to 6

1/49


2/49

1.1. Introduction:

In this chapter discuss about the garment industry history of garment industry and industry

scenario of Indian garment market. And also discuss about customer ethnocentrism and brand

cultural dimensions and compare cultural of foreign brands and Indian brands. Discuss about the

global garment industry and how it grow and also global market share of the garment industry

and finally discuss about the Hofstede’s cultural dimension and discuss all cultural variable

which are given by Hofstede’s.

1.2. Brands & Cultural Dimensions:

A brand (understood to be “a name term sign symbol or design or a combination of them

which is intended to identify the goods and services of one seller or a group of sellers and to

differentiate them from those of competitors! "otler #$$% pp. &&' can potentially play many

roles in consumer decision)making and choice behavior. *nderlying many of the brand effects is

consumer uncertainty about product attributes and+or benefits.

,he lots of roles brands play in consumer many various decision doing may materiali-e through

multiple mechanisms are as psychological (e.g. memory is associative with network

sociological (e.g. communities brand and economic processes (e.g. brands is as the signal

under the uncertainty ("eller //. 0arlier work on brands is as the signal under the

uncertainty (e.g. 0rdem and 1wait #$$23 4ernerfelt #$22 focused on the influence of imperfect

and asymmetric information on consumer choice processes.

1pecifically 0rdem and 1wait (#$$2 suggested that the clarity and credibility of brands as

signals of product positions increase perceived 5uality decrease consumer perceived risk and

information costs and hence increase consumer e6pected utility.

,hey also discussed the antecedents to credibility and clarity. In this framework the key

characteristic of a brand signal is its credibility. 7rand credibility (the credibility of a brand as a

signal is defined as the believability of the product position information contained in a brand

which depends on the willingness and ability of firms to deliver what is promised.

8ost previous work utili-ing information economics frameworks to e6plain brand credibility and

brand e5uity focused on the foreign countries only. ,he validity of e6isting frameworks in


3/49

predicting consumer behavior in regard to brands as signals and outcomes outside of the foreign

is not clear.

4ith the growing trend in the globali-ation of marketing activities as well as the importance of

brands in accomplishing many of these activities there is a pressing need to e6plicitly address

whether e6isting frameworks are compatible with consumer behavior outside of the foreign

brand and if not to delimit their scope of application. Despite this practical impetus and growing

theoretical interest relatively little work e6amines the use of signals or e6trinsic cues to 9udge

5uality across countries and+or cultures.

,he purpose of this paper the first the paper tests how well the information economics view of

brand e6plains consumer brand choice. 1pecifically this paper assesses the applicability of the

framework proposed by 0rdem and 1wait (#$$2 in across countries representing different

cultural dimensions. 1econd we aim to highlight some differences across countries.

8ore specifically we attempt to e6plore differences in the way brands as signals operate across

countries and link any such differences to consumers’ cultural orientation. 4e believe that three

of Hofstede’s (#$2/ cultural dimensions (individual)collectivism uncertainty avoidance and

power distance may particularly affect the way consumers use and think about brands as signals.

4e conducted our analysis using survey and e6perimental data on orange 9uice and personal

computers. Data on consumer brand perceptions choices and cultural dimensions were collected

from sub9ects in India.

4e chose this county to represent a wide range of Hofstede’s (#$2/ cultural dimensions.

However some interesting differences emerge in terms of both total credibility effects on choice

as well as the mechanisms are through which the brands 5uality of being trusted and believed is

to effects on utility operate.


4/49

1.3. Culture of Foreign brand versus ocal brand:

:onsumers are in developing country such as India now India has an increasing choice to select

between foreign brands and local brands (national brands. In this environment like competitive

both the retailers of the local and foreign must understand that why and what how consumers are

make their brands choices in this markets. An India is one of the developing economies which

are fastest growing in the world ("earney //;3 consumer purchase behavior is a term of the

sub9ect of relatively little research.

In many of the studies which are on consumer attitudes toward the foreign brands and local

brands are limited to consumers from *nited 1tates (*.1 *nited "ingdom (*." and more

from the china (7eaudoin et al. ///3 4ang et al. //&. ,his study is to aims for an increasing

to understanding Indian consumers brand choice attitude behavior in between foreign brands

versus Indian brands (local.

An economist says or estimates that India is set to become a ma9or global in the near future in

economic power (Indian 0conomy =// billion by the year /#/ (?ield //=. India is the second

largest not yet e6ploited or used retail market after :hina (?ield //=.!

India is the “nation of shopkeepers! there for large numbers of traditional families runs the stores

that primarily carry unbranded products and items from national and local producers a

manufactures.


5/49

conscious and are accepting and adopting casual wear as part of their lifestyle (1hashidhar

//&.

:onsumer selects the brands and products to receive emotional benefits (e.g. prestige wealth

and the display of status as well as practical functional useful benefits (e.g. low price and

5uality (7atra et al. ///. *sing foreign brands is to e6hibits one social standing is more

important in developing countries where the high income great difference status is the ability to

move e6ist ("ottak #$$/.

4ishing to lead a life similar to 4estern cultures consumers in developing countries often seek

to match the 4estern practices by purchasing and buying the foreign brands or products (7atra et

al. ///3 "inra //;.

“In the past India limited imports of 4estern consumer goods which made them scarce

e6pensive and available only to the rich and the elite (7atra et al. ///!. However as the

“Indian government loosens its restrictions on the entry of foreign retailers into local markets

and other foreign brands and *.1.A brands increasingly vie with domestic brands for the growing

consumer market (?ield //=!.

@ow the result is that the branded cloths segments now accounts for the second bigger and

largest retails sales in India (aid //%. 1ome of the popular *.1.A clothe brands available in

India are they :alvin "lein Bevi’s Cloria anderbilt Cuess 0sprit and the 4rangler (I70?

//;. ,hese brands are easily available in the new shopping formats such as stores department

stores malls similar to those in the foreign countries like *.1.A and 0urope.


6/49

1.!. "arment Industr#:

Indian garment industry plays a significant role not only in the country’s economy but also in the

lives of millions of citi-ens of this country. It provides direct employment to about = million

workers. :urrently consumption of readymade garments in the domestic markets is around %/

per cent whereas '/ per cent of garments produced are e6ported to ma9or markets such as *1

:anada and 0urope.

*ntil recently the industry was reserved for the small)scale units to protect the employment in

rural and urban areas. ,hese policy restrictions affected investment in the plant and machinery. In

turn this prevented the industry from updating technology and from achieving economies of

scale thus adversely affected both 5uality and productivity (antahki //#.

,o review the ,e6tile olicy #$2= an e6pert committee was constituted on & Euly #$$2 by the

Covernment of India. ,his committee found that there was a need of creating awareness about

the 4,F and their implications for the garment and te6tile industry (1athyam #$$$.

,o improve the competition in the garment industry the committee made valuable suggestions

like removal of the industry from small)scale industry reservation technology up)gradation and

automation at each stage of garmenting design of scientific tools to improve the productivity of

the clothing and setting of te6tile and apparel parks. "eeping in view the recommendations of

the committee the Covernment of India de)reserved the garment industry from the small)scale

industry list in //#.

In addition to this on Eanuary # //= 8ulti ?iber Agreement restrictions on readymade

garments were fully removed and hence the trade in garments was no longer being sub9ected to

5uotas. In this scenario the small and medium scale garment firms are now facing tough

competition with large domestic and global firms.

resent garment industry has no alternative but for satisfaction of all the re5uirement force is

made by the customers and from 5uality assurance point of view fabrics used represent the


7/49

factor of potential difficulties for those who are directly in charge of engineering the higher

5ualities of garments. India’s garment is e6ported to almost all parts of developed world. 8ost of

the leading fashion brands are sourcing substantial 5uantities from India now.

Fne of the basic needs of civili-ed mankind is clothes. ,he garment industry caters to the need of

clothing while te6tile refers to the production of intermediate products like fabric and yarn etc.

which are used to make the final product i.e. garment. ,o compareG in /// only / million

people were employed in the industry.

Indias Carment Industry is a well)organi-ed enterprise and is among the best in the world. It

constitutes of designers manufacturers e6porters suppliers stockists and wholesalers. Indian

Carment Industry has carved out a niche in the global markets and earned a reputation for its

durability 5uality and beauty.

,odays changing consumer preferences ) buying branded apparel and fashion accessories ma9or

boom in retail industry people shopping at department and discount stores shopping malls with

rising disposable incomes government policy focused on fast)track te6tile e6port growth and

ambitious goals have created several investment opportunities in India.

Covernment has even made effort to include benefits for Carment Industry. ,he annual plan for

//%)/2 formulated by Indian government to promote the te6tile sector includes schemes for

attracting foreign direct investments brand promotion through public)private partnership (

for global acceptance of Indian brands trade centers for facilitating business and image building

fashion hubs as a stable marketplace for Indian fashion common compliance code for creating

apparel standards for the benefit of buyers and training centers for developing human resources.

Indian garment industrys has a decentrali-ed production structure ) subcontracting which is low

risk and low capital)has served the industry well but has e6cluded Indian products from the mass

market for clothing which demands consistent 5uality for large volumes of a single item.


8/49

#.=. $op leading Companies:

• antaloons


9/49

(%ourceG httpG++list-.in+top)#/)te6tile)companies)in)india.html

1.. "arment Industr# India:

India is the second largest producer of garments in the world. ,his industry accounts for almost

&K of the worlds spindle capacity and 2K of global rotor capacity.

Indias Carment Industry is a well)organi-ed enterprise and is among the best in the world. It

constitutes of designers manufacturers e6porters suppliers stockiest and wholesalers. Indian

Carment Industry has carved out a niche in the global markets and earned a reputation for its

durability 5uality and beauty.

,he Indian garment sector contributes about #& per cent to industrial production & per cent to the

gross domestic product (CD and % per cent to the countrys foreign e6change inflows.

It provides direct employment to over &= million people. ,he Indian Carment industry is set for

strong growth supported by strong domestic consumption as well as e6port demand. 88?

(man)made ?iber production is increased by about & per cent during ?L /#&. :loth production

by mill sector registered a growth of ; per cent during ?L/#&. ,he total cloth production grew

by ' per cent during the same period.

,e6tiles e6ports registered a growth of #&.=2 per cent. Carment e6ports from India it was

e6pected to touch *1> ;/ billion over the ne6t three years according to industry e6perts.

,he Indian Carment Industry attracted foreign direct investment (?DI worth #.## billion in ?L/#&. Improved demand from the *1 market rising labor cost in :hina

would be a boost to the Indian te6tile e6ports.

,he total value of te6tile products e6ported from India touched *1 >'=.& bn in ssss?L#& which

was #K higher compared to ?L#'. ,he *1 has been the primary market for Indian garment

e6porters.

%i'e of the Industr# ,rade growing at a rate of '/K per annum.


10/49

"eographical distribution All ma9or cities in India

(utput per annum %K share of industrial production

)ar*et Capitali'ation Crowing at /K rate

(1ourceG fact on the global garment industry

+$able 1.1: si-e of the garment industry,

1.-. "lobal "arment Industr#:

,he world’s women’s wear industry /#& is worth ;# billion *1D (&$% billion 0*


11/49

and the data collection. ,he last section outlines the implications of our findings and

discusses future research avenues.

C456$07 2


12/49

Anna . Eohn N

8alcolm .

7rady (/##

1outh

Africa

DG Attitude

:08

IG 0mployee

0du Age I

Cender

&&2 1A.

:onsumers

:0,:1:AB0

Muestionnaire

,he data where

analy-ed by

e6ploratory factor

analysis

:onfirmatory factor

analysis structurale5uipment

in south Afric

consumer ethn

had stronger i

attitude towar

agriculture rat

processed con

Ale6ander

Eosiassen

A. Ceorge Assaf

Ingo F. "arpen.

(/##

Australia DG :0 4,7

IG Income

Cender Age

';# Australian

:onsumer 8ail

intercept survey


13/49

7ilal mustafa

"han


14/49

,he researchers 8r. :hris D ent- @ic 1 ,erblanche and :hristo 7oshoff doing research on

Demographics and consumer ethnocentrism in a developing country conte6t in /#&. ,hey are

using consumer ethnocentrism as a dependent variable and age gender and education are the

independent variables in the research model which are developed by researchers. ,hey are doing

survey on %=$ 1outh African consumers and they use email and online 5uestionnaire and web

base approach to access to reliability of the :0,1:AB0 :ronbachs Alpha independent t) test

simple regression and finally they conclude that the younger and higher income consumers are

less ethnocentric compared the other consumers.

8r. Anna . Eohn N 8alcolm . 7rady doing research on the P:onsumer ethnocentrism and

Attitudes toward 1outh African consumables in 8o-ambi5ue’ in /##. ,hey are using attitude

and customer ethnocentrism as a dependent variable and occupation age gender personal

interest and education as an independent variables in the research model shown in that paper.

,hey are doing survey on the &&2 south African consumers and using cetcscale scale and fill)up

all 5uestionnaire using online 5uestionnaire and doing data where analy-ed by e6ploratory factor

analysis :onfirmatory factor analysis structural e5uipment and finally they conclude in south

Africa consumer ethnocentrism had stronger impact on attitude toward agriculture rather than

processed consumable.

8r. Ale6ander Eosiassen A. Ceorge Assaf Ingo F. "arpen. Fn the P:onsumer ethnocentrism

and

4illingness to buy analy-ing the role of three demographic consumer characteristics’ in /##.

,hey are using customer ethnocentrism and willingness to buy as a dependent variable and

occupation age gender as an independent variables in the research model shown in that paper.

,hey are doing survey on the &;# Australian consumers and using online 5uestionnaire and

doing data where analy-ed by


15/49

All centrism Age 0ducation as an independent variables in the research model shown in that

paper. ,hey are doing survey on the #/// south Adult ,aiwan consumers and using 5uestionnaire

base survey and data where analy-ed by


16/49

analy-ed by :0,1:AB0 1cale use 108 A8F1 and :?A Analysis and finally they conclude

Indian consumer have a higher ethnocentric tendency. ,hus encourage consumer to buy a

domestic product.

8r. ,ana :ristina Beslie ,. 1-amosi @icolas apadolous on the P,he Impact of :ountry)of)

Frigin 0thnocentrism and Animosity on roduct 0valuationG 0vidence from


17/49


18/49

70%057C4 )0$4(D(("9

Introduction

In this chapter three describes the research methodology used in this study. It addresses the

target opulation sampling techni5ues si-e and data collection and validity of the instrument

used in the study. ,he study is descriptive in nature. A 5uestionnaire to gather data make use of

appropriate statistical techni5ues to evaluate the data and reach conclusions.

3.16roblem statement:

In this research ?ocus is on to investigate various factors which lead to focus on Pthe consumer

ethnocentrism and willingness to purchase Indian brand’.

3.2 7esearch ob


19/49

4>G Indian consumers with high ethnocentric tendencies will have a positive attitude toward

domestic products.

4G Indian consumer with high ethnocentric tendencies will have a positive attitude.

4-G Indian consumers with high ethnocentric tendencies and attitude will have a willingness to

buy.

3. 7esearch designG

Descriptive research design

In this we conduct the study by using the descriptive design. ,he descriptive design is using at

that time when researcher find their research base on three categories or defined the three things.

4hich also helping to define the descriptive research design.

#. Fbservational

. :ase study

'. 1urvey R personal interview

?rom these we choose the survey for our research study.

3.- Data sources and data collection method?

? Data collection

?rom that we conduct the response by the respondent from the 8ahesana

3.-.1 6rimar# Data Collection:

,he study undertaken there to be mainly based on the primary data i.e. closed ended structured

5uestionnaire is designed. A survey techni5ue is used for the primary data collection for the topic

3.-.2 %econdar# data collection:

,he study also contains secondary data i.e. data from authenticated website ro5uest

3. Instrument @tool A


20/49

1tructured 5uestionnaire personal interview

3.%ampling method

3..1 %ampling $echniues:

,o get the information about the topic from young consumer :onvenience 1ampling 8ethod is

used. It is easy to convince the respondents to fill up the 5uestionnaire.

3..2. $arget population:

,he target population for the research paper was defined as followG 0lements) 1tudents

,eachers rofessors and Covernment 0mployees

3..3 %ampling method:

In this study mainly use convenience sampling

3..! %ample si'e:

,he sample is of &// respondents.

3.1/ Data anal#sis

,he collected data is coded in the 111 #;./ software to make the things presentable and more

effective. Data will analy-e with the help of different tests in this software like ?actor analysis

A@FA ,est many other tests. ,he results are shown in 111 file which helps me in easy and

effective presentation and hence results are being obtained. 8icrosoft 06cel is also used to

effective data presentation via graph.


21/49

3.11 7eliabilit# %tatistics

:ronbachs Alpha @o. of Items

.$ ''

+$able 3.1: reliability statics,

Cronbachs 5lpha

,his model is a model of internal consistency based on the average inter)item correlation.

:ronbachs alpha is the most common measure of internal consistency (SreliabilityS. It is most

commonly used when you have multiple Binker 5uestions in a 5uestionnaire that form a scale

and you wish to determine if the scale is reliable.

If a reliability coefficient of .;// or higher is considered “acceptable! in most social science

research situations. Here :ronbachs alpha is /.--! which indicates a high level of internal

consistency for scale with this specific sample.

:ronbachs alpha is not a statistical test ) it is a coefficient of reliability (or consistency.


22/49

Collectivism/

Individualism

Uncertainty

Avoidance

Power Distance

Masculinity/

Femininity

ConsumerEthnocentric

Tendencies

Attitude toward foreign/ domestic

!illingness to

"uy

3.12 )odel of independent and dependent variable:

Fig: 3.1 )odel of independent and dependent variable

Dependent ariable:

:onsumer 0thnocentric ,endencies

Independent ariable: :ollectivism Individualism

*ncertainty Avoidance

ower Distance

8asculinity+?emininity

Attitude toward foreign+domestic product

4illingness to 7uy


23/49

3.13 6ilot $esting:

ilot testing is a small)scale trial where a few e6aminees take the test and comment on themechanics of the test. ,hey point out any problems with the test instructions instances where

items are not clear and formatting and other typographical errors.

A pilot is a trial run a small)scale version of your larger pro9ect. A program pilot is an important

step that can help you catch potential problems and prevent them from escalating as well as

accomplish several goals before full implementation occurs. ,his tip sheet e6plores the

advantages of pilot testing e6plains how to prepare for pilot testing your program and provides

general tips to consider when setting up your pilot test.

?or what reason pilot test conductedG

• A pilot test can serve as a trial run for your program and can help determine if any

ad9ustments to your implementation plan or adaptations to the program are necessary.

• It can also reveal unforeseen challenges that might arise during implementation (i.e.

issues with the setting and logistics particular lessons or activities for which more staff

training or attention may be necessary etc. and ensures that your staff are well prepared

to handle issues that come up during the full)scale implementation.

• ilot testing is an opportunity to gauge your target population’s reaction to the program.

• It is best to select a pilot group that is demographically similar to your program’s specific

target population also called the intervention group.

•,he feedback from these youth can offer a glimpse into how the intervention group mayrespond to the curriculum. 8ost importantly it can help confirm whether or not your

program is a good fit for your population and whether minor adaptations to the program

are appropriate and+or necessary.

• ilot testing can help you make better decisions about how to allocate time and resources.


24/49

• ilot testing your program can help you determine if you need to spend more time or

resources on particular aspects of the program

• ilot testing can help ensure that you are well prepared to measure the success of your

program.

• A pilot test can highlight any ad9ustments to your evaluation plan that might be necessary

to ensure that you are measuring the desired outcomes in the best way possible.

• ,he pilot test will be an opportunity to test your evaluation instruments as well.

• ,he pilot test will give the evaluation team and the implementation team a chance to

work together before full implementation and troubleshoot any logistical issues that

might arise with the distribution and :ollection of the evaluation data.


25/49

C4: !

D5$5 559%I% 5D

I$07670$5$I(

!.1 7eliabilit# 5nal#sis:


26/49


27/49

Here @ is e5ual to the number of items c)bar is the average inter)item covariance among the

items and v)bar e5uals the average variance.

Fne can see from this formula that if you increase the number of items you increase :ronbachs

alpha. Additionally if the average inter)item correlation is low alpha will be low. As the average

inter)item correlation increases :ronbachs alpha increases as well (holding the number of items

constant.

,he main focus of this section is on the presentation and interpretations of data collected through

the 5uestionnaire form employees of selected software houses. ,he collected data was e6amined

by using the 111 (statistical package for social sciences version #;./. ,he result describes

impact of learning and transfer motivation on training transfer.

$able: !.1 7eliabilit# of the %cale:

:ronbachs Alpha @o. of Items

/.$ ''


28/49

,he alpha coefficient for the '' items is /./// suggesting that the items have relatively high

internal consistency. (@ote that a reliability coefficient of /.;/ or higher is considered

“acceptable! in most social research situations. :ronbachs alpha shows internal consistency.

(Hatcher #$$&.

,he higher the score the more reliable the generated scale is @unnaly N 7ernstein (#$%2 has

indicated /.;/ to be an acceptable reliability coefficient but lower thresholds are is sometimes

use in the literature.

$able: !.2 7eliabilit# of scale:

Factors CronbachEs 5lpha o. of Items

Individualism .%; &*ncertainty avoidance .;$& &ower distance .;= &Attitude on Indian product .2 28asculinity .;$ ':onsumer ethnocentrism .=2= ;4illingness to buy .%& &

1, Individualism:

,he alpha coefficient for the four items is /.%;for & item suggesting that the items have

relatively high internal consistency. (@ote that a reliability coefficient of /.;/ or higher is

considered SacceptableS in most social science research situations. It means the scale of

Individualism is reliable.


29/49

2, 8ncertaint# avoidance:

,he alpha coefficient for the four items is /.;$& for & item suggesting that the items have


considered SacceptableS in most social science research situations. It means the scale of *ncertainty avoidanceis reliable.

3, 6oer distance:

,he alpha coefficient for the four items is /.;= for & item suggesting that the items have


considered SacceptableS in most social science research situations. It means the scale of ower

distanceis reliable.

!, 5ttitude on Indian product:

,he alpha coefficient for the four items is /.2 for 2 item suggesting that the items have


considered SacceptableS in most social science research situations. It means the scale of Attitude

on Indian productis reliable.

>, )asculinit#:

,he alpha coefficient for the four items is /.;$ for ' item suggesting that the items have



8asculinity is reliable.

, Consumer ethnocentrism:

,he alpha coefficient for the four items is /.=2= for ; item suggesting that the items have



30/49


:onsumer ethnocentrism is reliable.

-, illingness to bu#:

,he alpha coefficient for the four items is /.%& for & item suggesting that the items have



4illingness to buy is reliable.

!.2 7egression 5nal#sis:


31/49

Binear regression analysis is used to e6plore any relationship between independent variable with

dependent variable. Binear


32/49

Note: This is for first model means all independent variables depends on customer

ethnocentrism

$able !.3 5(5a

8odel 1um of 15uares Df 8ean 15uare ? 1ig.

#


33/49

ii.7 2 )odel %ummar#

7?suared is a statistical measure of how close the data are to the fitted regression line. It is also

known as the coefficient of determination or the coefficient of multiple determination for

multiple regression.

,he definition of


34/49

$able !.! 7 2)odel %ummar#b

8odel < < 15uare Ad9usted < 15uare 1td. 0rror of the 0stimate

# .==&a .'/% .$# .$&==#

a. redictorsG (:onstant 8asculinity individualism uncertain avoidance power distance

b. Dependent ariableG customer ethnocentrism

,his table is labelled “model summary!. It is important as it gives us the measures of how well

our overall model fits and how well our predictor that is factors of 8asculinity individualism

uncertain avoidance power distance on customer ethnocentrism. ?irst measure in the table is

called


35/49

iii. Coefficients

,he regression coefficient b represents the amount the dependent variable will change by if the

independent variable changes by one unit.

Beta is the standardised regression coefficient which allows us to compare the effect of

variables measured on different scales.

Co linearit# (or multicollinearity is the undesirable situation where the correlations among the

independent variables are strong. 4hen two X variables are highly correlated they both convey

essentially the same information. 4hen this happens the X variables are collinear and the results

show multicollinearity.

,o help you assess multicollinearity 111 gives you the ariance Inflation ?actor (I? that

measures multicollinearity in the model. ,he I? is above = and less than #/ which means that

multicollinearity inflated the standard errors which lowers the , test below which means that

the significance level becomes above /./=. And tolerance level is reciprocally related to I? i.e.

# Y I?


36/49

$able !.> Coefficientsa

8odel *nstandardi-ed

:oefficients

1tandardi-ed

:oefficients

t 1ig. :ollinearity

1tatistics

7 1td.0rror

7eta ,olerance I?

#

(:onstant .=/= .'&% #.&=% .#&%

Individualism .'## .##/ .'# .22 .//= .=;$ #.%=2

*ncertain

avoidance./'' .#& ./& .;; .%$/ .&%; ./$$

ower distance .'/= .#' .# .'#' ./ .% .&//

8asculinity .#/ ./22 .#2% .'$= ./#2 .; #.;/%

@oteG UpV/./= is significant.

a. Dependent ariableG customer ethnocentrism

?rom the above table of coefficients we get the result that 7eta alue of 1ignificant ?actors that

is significance level less than /./= is significant factors is Individualism (/.//= ower distance

(/./ and 8asculinity (/./#2 but the value for uncertain avoidance is higher than /./= which

is /.%$/.


37/49

%ignificant values as per Beta value:

?rom the table of coefficient the value for 7eta for the factor Individualism is higher that is

/.'# it means Individualism is having a higher impact on customer ethnocentrism then the

7eta value is higher for ower distance factor that is /.# then impact of ower distance on

customer ethnocentrism is higher then the third factor is masculinity the respective 7eta value is

/.#2% 7eta value for *ncertain avoidance is very less that is /./& it means *ncertain avoidance

is not having a greater influence on customer ethnocentrism.

,he value for I? should be higher than #/ and from the table of coefficient all the values for all

the factor is higher than #/ and the level of tolerance also higher than /.=/ and the values for

Individualism and 8asculinity factors are higher than /.=/ only uncertain avoidance and power

distance is have less value then /.=/.


38/49

Note:This data is for second model hear attitude is dependent on customer ethnocentrism

$able !. 5(5a


#


39/49


40/49

8odel *nstandardi-ed

:oefficients

1tandardi-ed

:oefficients

t 1ig. :ollinearity

1tatistics

7 1td. 0rror 7eta ,olerance I?

#

(:onstant ./'% .#= #'.'=2 .///

:ustomer

ethnocentrism.= ./& .=2% $.2$/ ./// #./// #.///


a. Dependent ariableG attitude

?rom the above table of coefficients we get the result that 7eta alue of 1ignificant ?actors that

is significance level less than /./= is significant factors is :ustomer ethnocentrism (/.///.


?rom the table of coefficient the value for 7eta for the factor :ustomer ethnocentrism is higher

that is /.=2% it means :ustomer ethnocentrism is having a higher impact on attitude.

,he value for I? should be higher than #/ and from the table of coefficient all the values for all

the factor is higher than #/ and the level of tolerance also higher than /.=/ and the values for

:ustomer ethnocentrism factor are higher than /.=/.

Note: This data is for second model hear Willingness to buy is depend on customer

ethnocentrism, attitude


41/49

$able !. 5(5a


#


42/49

# .%;a .=; .=# .;/$;

a. redictorsG (:onstant attitude customer ethnocentrism

b. Dependent ariableG 4illingness to buy

,his table is labelled “model summary!. It is important as it gives us the measures of how well

our overall model fits and how well our predictor that is factors of attitude and customer

ethnocentrism on 4illingness to buy. ?irst measure in the table is called


43/49

7 1td. 0rror 7eta ,olerance I?

#

(:onstant .%#/ ./ '.=/2 .//#

customer

ethnocentrism .#$$ ./&$ .=' &./&% ./// .;== #.=;

attitude .;#/ ./%/ .=&2 2.%;' ./// .;== #.=;


a. Dependent ariableG 4illingness to buy

?rom the above table of coefficients we get the result that 7eta alue of 1ignificant ?actors thatis significance level less than /./= is significant factors is customer ethnocentrism (/./// and

attitude (/.///.


?rom the table of coefficient the value for 7eta for the factor attitude is higher that is /.=&2 it

means attitude is having a higher impact on 4illingness to buy and then the 7eta value is higher

for customer ethnocentrism factor that is /.=' then impact of customer ethnocentrism on

4illingness to buy is higher but less then attitude factor.

,he value for I? should be higher than #/ and from the table of coefficient all the values for

the entire factor is higher than #/ and the level of tolerance higher than /.=/ and the values for

all factors are higher than /.=/.


44/49

C456$07 >

7esults and discussions:


45/49

>.1 7esults and discussions:

Dependent ariable Independent ariables 7esult

:ustomer ethnocentric

tendencies

:ollectivism H# accepted

8asculinity H accepted

*ncertainty avoidance H' re9ectedower distance H& accepted

Attitude :ustomer ethnocentric tendencies H= accepted

4illingness to buy Attitude H; accepted

:ustomer ethnocentric tendencies H% accepted

($able >.1G results of hypothesis testing

>.2 Discussions:

H# shows a positive relationship between collectivism individualism and customer ethnocentric

tendencies. As e6pected a significant relationship was found between these two variables

indicating that Indian consumers with higher collectivistic values 1hows that there are stronger

ethnocentric tendencies.

:ontrary to e6pectations the cultural value of masculinity was found to have a significant

relationship with customer ethnocentric tendencies thereby accepting H. It’s indicating that

Indian consumers with higher masculinity cultural value shows their stronger ethnocentric

tendencies.

However H' was not supported as we hypothesi-ed a negative relationship between uncertainty

avoidance and ethnocentrism. It’s indicates that consumer uncertainty avoidance shows they

have not stronger ethnocentric tendencies.

ower distance was found to have a positive significant relationship with customer ethnocentric

tendencies thereby supportingH&. It’s indicating that Indian consumers with higher power

distance cultural value shows their stronger ethnocentric tendencies.

A significant positive relationship also was found between customer ethnocentric tendencies and

attitudes toward domestic product. It’s indicating that Indian consumers with higher customer

ethnocentric tendencies shows their stronger attitude of Indian customer toward the garments

brands.


46/49

Attitude and customer ethnocentric tendencies was found to have a positive relationship with

customer willingness to buy. It’s indicate that Indian consumer with higher ethnocentric

tendencies and higher positive attitude shows their stronger willingness to buy of Indian

consumer toward garments brands.


47/49

C456$07

C(C8%I(


48/49

.1 Conclusion

,he present study has been mainly focused on investigating the ethnocentric tendency of indian

customers and how ethnocentric tendencies depends on Hofstede’s cultural variables and finally

investigating indian customer attitude towards indian garments brands available in their local

market. ,he empirical evidences support the first two hypotheses and re9ect the third hypothesis.

,herefore Hypothesis one shows Indian consumers with higher collectivistic values shows their

stronger ethnocentric tendencies toward Indian garments. 1ame way Indian consumers with

higher masculinity cultural value shows their stronger ethnocentric tendencies. Indian consumer

uncertainty avoidance shows they have not stronger ethnocentric tendencies and in the & th

hypothesis Indian consumers with higher power distance cultural value shows their stronger

ethnocentric tendencies. And in the hypothesis = th and ;th we study that customer ethnocentrism

tendencies have stronger impact on customer attitude same way the Indian consumer with higher

ethnocentric tendencies and higher positive attitude shows their stronger willingness to buy of

Indian consumer toward garments brands.

,he results of the study offer some implications to the domestic garments companies in the India

to rethink about their current strategies. In practical scenarios most of the local garments brands

are performing well in the domestic market. However they cannot under)value the increasing

threat of foreign competitors. ,herefore marketers of local garments companies should use

ethnocentric brand appeals associated with the Hofstede’s culture to attract more customers in

growing segments. ?urthermore they can use the findings of the study in segmentation and

positioning of their garments brands in the domestic market.

,his study was characteri-ed by several limitations that restrict the reliability to generali-e the

findings. ?irst the study was restricted to the north Cu9arat region in the India. As the north

Cu9arat region represents west India it may be possible to obtain different results in the case of

conducting the study in other parts of the India. ?urthermore the data was collected fromstudents of the university with using self)administrated 5uestionnaires and we also collected data

from online using google form. ,hus it is possible that these respondents may have provided

highly sub9ective responses and also the entire population of the India region may not be

represented by them. ,herefore further research can be designed to investigate this issue in

different areas of the India3 using random or stratified sampling techni5ues to represent the total


49/49

population in the India. ?urthermore future researches could investigate the impact of customer

attitudes and willingness to buy of garments in considering the customer ethnocentrism of the

garments brands as well.

mrp final chapter 1 to 6

Documents