Ethnocentric consumption of Malaysian consumers and acculturating migrants

Sahak, SZ

Abstract

This thesis investigates ethnocentric behaviour (i.e. favouritism for home country
products) among consumers who had migrated to a foreign country and those living in
their home country. The work was underpinned by two key theories, namely,
ethnocentricity (Shimp and Sharma, 1987) and acculturation (Berry, 1980; 1997), and is
the first time these constructs are united in an academic study to investigate the
willingness-to-purchase home country products over time.
Based on quantitative research, and a survey design, three empirical studies were
undertaken to investigate Malaysian consumers residing in UK and Malaysia. Study 1, a
pilot testing exercise, assessed the reliability of the measurement scales. Study 2 took
place in Malaysia and uncovered the levels of ethnocentrism present in the home
country consumers. Study 3 was carried out in the UK to investigate the behaviours of
acculturating Malaysian migrants. A total of 958 responses were obtained and subjected
to data analysis involving a series of techniques including factor analysis, F-test, Mest
and structural equation modelling.
The results revealed a significant difference in the levels of consumer ethnocentrism
between the home country and the acculturating samples. As hypothesised, the latter
group was less ethnocentric than the former. Analyses revealed a negative relationship
between length of residence in the UK and consumer ethnocentrism. Hence,
respondents with a longer stay in the UK tended to be less ethnocentric than those with
a shorter period of stay. Analysis demonstrated a positive relationship between
acculturation and consumer ethnocentrism. This thesis makes significant contributions
to knowledge at a theoretical and methodological level. At an applied level, this work
also provides significant inputs into marketing and retail management and the
development of public policy.

Citation

Sahak, S. Ethnocentric consumption of Malaysian consumers and acculturating migrants. (Thesis). Salford : University of Salford

• Thesis Type: Thesis
• Deposit Date: Oct 3, 2012
• Award Date: Jan 1, 2010