Title: Do young consumers buy country made products? Evidence from India

Authors: Sahil Singh Jasrotia; Surabhi Koul

Addresses: Jaipuria Institute of Management, Indore, 453-771, India ' NMIMS, Navi Mumbai, 410210, India

Abstract: The current study is an attempt to analyse the consumer behaviour of young customers towards the Indian made products. The results clearly indicate that young consumers are rational decision-makers as price and quality still influence their decision making. However, at the same time, constructs like ethnocentrism and country of origin equally dominate the final purchase decision. Young customers get attracted to India made products and do consider them in their choice sets. The study provides researchers in understanding the role of country of origin in shaping consumers' perceptions, preferences and buying. It also lends further support to retailers in understanding the need of dealing with technology-savvy customers who are leading to high cross-shopping phenomenon.

Keywords: country of origin; COO; ethnocentrism; purchase intention; young consumers; structural equation modelling; India.

DOI: 10.1504/IJMED.2020.110830

International Journal of Management and Enterprise Development, 2020 Vol.19 No.4, pp.378 - 397

Received: 12 Oct 2019
Accepted: 23 Jun 2020

Published online: 07 Oct 2020 *

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