A Multi-Country Study Exploring Relationship of Lifestyles to Ethnocentrism

UNCP Author/Contributor (non-UNCP co-authors, if there are any, appear on document)
Dr.. Zhixin "Richard" Kang, Associate Professor (Creator)
Dr. John E. "Jack" Spillan, Chair and Professor (Creator)
The University of North Carolina at Pembroke (UNCP )
Web Site: http://www.uncp.edu/academics/library

Abstract: In this paper, we study consumer market segments in four Latin American countries and one U.S. territory by using lifestyle patterns and ethnocentrism. We partition consumer ethnocentrism into low, medium, and high levels, and then investigate the relationship between each level of consumer ethnocentrism and lifestyles. Furthermore, the impacts of gender, age, and marital status on the relationship between ethnocentrism and life style are explored. Data for the study was collected through self-survey in major cities in these countries. The results reveal distinct ethnocentrism- lifestyle relationship patterns at different levels of consumer ethnocentrism among the five Latin American regions. Especially, at the high ethnocentrism level, consumer lifestyles have significant influence on the consumers‘ ethnocentric tendencies. In addition, we found that the older consumers at the high ethnocentrism level exhibit significant relationship to their lifestyle. These findings have considerable implications for marketers in that, it opens up more opportunities for them in comparison to what others have been exposed to through extant research. Secondly, for marketers who are already operating in a global environment, our analysis offers them ideas in market segmentation, environmental scanning and opportunity analysis.

Additional Information

Journal Of Transnational Management
Language: English
Date: 2011
Consumer Ethnocentrism, Consumer Lifestyles, Factor Analysis, Linear Regression Model, Ethnocentrism and Lifestyle Relationship

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