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عمومی::
ملی گرا
Alternatively, ethnocentric consumers who want to support the domestic econ- omy might help the domestic manufacturer gain a competitive advantage.
and confidence are important, a foreign manufacturer often has difficulties in gaining cre- dence because of nationalistic buyer attitudes or buyer ethnocentrism.
One environmental factor that can affect choice of strategy, although it tends primarily to affect specific market choices, is buyer ethnocentrism, or preference for local products and services.
Figure 6.2 shows the English and Chinese-language versions of the first page of a questionnaire used to measure consumer ethnocentrism in Hong Kong.
, ethnocentric) buyers.
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