Moderating effect of price on the relationship of economic animosity and ethnocentrism with purchase decision of retail consumers of Jharkhand

Authors

  • Abhinav Kumar Shandilya Associate Professor, Department of Hotel Management and Catering Technology, Birla Institute of Technology, Mesra, Ranchi, Jharkhand- 835215,
  • Dilip Kumar Assistant Professor, Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India,

DOI:

https://doi.org/10.48165/gmj.2023.18.1.4

Keywords:

Consumer goods, Economic animosity, Ethnocentrism, Price, Purchase decision, Swadesi

Abstract

Multinational Companies (MNCs) are expanding their business to  maintain the growth rate. Many developing countries like India are  welcoming the MNCs to grab the benefits like foreign investment,  advanced technology, proper utilisation of natural resources,  employment etc., to name a few. MNCs like Nestle, CocaCola, Procter  and Gamble, Ranbaxy Laboratories, and Pepsico have spread their  business in India in food processing, beverage, consumer goods,  pharmaceuticals, and food and beverage. The products of these MNCs  are now challenged by Patanjali’s “Swadesi aur Sudh” products. This  study investigates the effects of economic animosity, ethnocentrism,  and price on consumers’ purchase decisions of the middle-aged  service class. 

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Published

2023-08-31

Issue

Vol. 18 No. 1 (2024): Gyan Management Journal (Jan-Jun) 2024

Section

Research paper

License

Copyright (c) 2023 Gyan Management Journal

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Shandilya, A.K., & Kumar, D. (2023). Moderating effect of price on the relationship of economic animosity and ethnocentrism with purchase decision of retail consumers of Jharkhand . Gyan Management Journal, 18(1), 30–37. https://doi.org/10.48165/gmj.2023.18.1.4
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