Globalization has unlocked and exposed domestic and overseas marketers to superior market opportunities. Additionally, it presents consumers worldwide with a vast number of local and foreign brand ...choices. Indian consumers, also now, have a broader choice of merchandise at their disposal as economic liberalization and privatization along with globalization have reduced the barriers to trade. In such a setting, the concept of consumer ethnocentrism can deliver deep insights about the preference of consumers toward domestic merchandise. The study aims to develop the Indian Consumer Ethnocentrism Scale (ICE-Scale) and validate the same. Data are collected using a structured questionnaire from urban and rural regions. The study constructed the Indian Consumer Ethnocentrism Scale (ICE-Scale), explored its dimensionality on a sample of 450 respondents, and validated the scale with another sample of 450 using exploratory factor analysis. It was established that the ICE-Scale encompasses two dimensions, namely, protective ethnocentrism and patriotic ethnocentrism. Additionally, the validity testing for the proposed scale and both the constructs were conducted through confirmatory factor analysis. The study advances the existing pool of information in the field of international economics, consumer psychology and global marketing. It also assists domestic producers to get an improved understanding of consumers' ethnocentric tendencies which in turn would assist them in choosing superior marketing strategies and boosting their sales. The study will not only deliver certain social and policymaking insights to the domestic firms and government but also to the foreign firms functioning or planning to operate in India.
The study aims to empirically assess the dimensionality, reliability and validity of the consumer ethnocentrism tendency scale (CETSCALE) in the liberalised economy, India. Data are collected using a ...structured questionnaire from urban and rural regions to evaluate the CETSCALE. A total of 900 valid responses were collected. The dimensionality, reliability and validity have been assessed for the urban sample of 455 and the rural sample of 445 separately, as well as for the collective sample of 900. It was established that CETSCALE is not unidimensional in India. It comprises two dimensions, termed as, protective ethnocentrism and patriotic ethnocentrism, in all three samples. The bi-dimensional CETSCALE is also found reliable and valid. The study advances the existing pool of information in the field of international economics, consumer psychology and global marketing. It also assists domestic producers to get an improved understanding of consumers’ ethnocentric tendencies, which in turn would benefit them to choose superior marketing strategies and boost their sales. Progress of inland manufacturers will help the nation to grow and the overall quality of life of people will improve. The study will not only deliver certain social and policymaking insights to the domestic firms and Government but also to the foreign firms functioning or planning to operate in India.
Advertising is a form of marketing communication which has become an integral and important part of business today. Marketers are spending great amount of budget on marketing and major portion of it ...is spent on advertisements. In country like India, there is a huge market potential which provides lot of opportunities for marketers but at the same time marketers are facing challenges to break the clutter of advertising. Each seller is under endless pressure to make profit and to survive in this highly competitive market. In this process, many a times marketers deliberately lure the customers by such statements and assurance which cannot beaccomplished and deceive the customers. Here theyviolate customer's elementary right of expecting factual and valid information from seller. As the objective of advertisement is not only to inform but also to persuade the customers, the responsibility of advertisers increases a lot. This article explores and explains the concept and objectives of advertisement, concept and techniques of deceptive advertisements, laws related to advertisement in India and agencies operating in India for regulation of advertisements.
