Chapter: 1

Introduction

1.1.

Introduction:

In this chapter discuss about the garment industry history of garment industry and industry
scenario of Indian garment market. And also discuss about customer ethnocentrism and brand
cultural dimensions and compare cultural of foreign brands and Indian brands. Discuss about the
global garment industry and how it grow and also global market share of the garment industry
and finally discuss about the Hofstedes cultural dimension and discuss all cultural variable
which are given by Hofstedes.
1.2.

Brands & Cultural Dimensions:

A brand (understood to be a name, term, sign, symbol or design, or a combination of them

which is intended to identify the goods and services of one seller or a group of sellers and to
differentiate them from those of competitors, Kotler 1997, pp. 443) can potentially play many
roles in consumer decision-making and choice behavior. Underlying many of the brand effects is
consumer uncertainty about product attributes and/or benefits.
The lots of roles brands play in consumer many various decision doing may materialize through
multiple mechanisms are as psychological (e.g., memory is associative with network),
sociological (e.g., communities brand) and economic processes (e.g., brands is as the signal
under the uncertainty) (Keller 2002). Earlier work on brands is as the signal under the
uncertainty (e.g., Erdem and Swait 1998; Wernerfelt, 1988) focused on the influence of imperfect
and asymmetric information on consumer choice processes.
Specifically, Erdem and Swait (1998) suggested that the clarity and credibility of brands as
signals of product positions increase perceived quality, decrease consumer perceived risk and
information costs, and hence increase consumer expected utility.
They also discussed the antecedents to credibility and clarity. In this framework, the key
characteristic of a brand signal is its credibility. Brand credibility (the credibility of a brand as a
signal) is defined as the believability of the product position information contained in a brand,
which depends on the willingness and ability of firms to deliver what is promised.
Most previous work utilizing information economics frameworks to explain brand credibility and
brand equity focused on the foreign countries only. The validity of existing frameworks in

predicting consumer behavior in regard to brands as signals and outcomes outside of the foreign
is not clear.
With the growing trend in the globalization of marketing activities, as well as the importance of
brands in accomplishing many of these activities, there is a pressing need to explicitly address
whether existing frameworks are compatible with consumer behavior outside of the foreign
brand, and if not, to delimit their scope of application. Despite this practical impetus and growing
theoretical interest, relatively little work examines the use of signals or extrinsic cues to judge
quality across countries and/or cultures.
The purpose of this paper the first, the paper tests how well the information economics view of
brand explains consumer brand choice. Specifically, this paper assesses the applicability of the
framework proposed by Erdem and Swait (1998) in across countries representing different
cultural dimensions. Second, we aim to highlight some differences across countries.
More specifically, we attempt to explore differences in the way brands as signals operate across
countries and link any such differences to consumers cultural orientation. We believe that three
of Hofstedes (1980) cultural dimensions (individual-collectivism, uncertainty avoidance and
power distance) may particularly affect the way consumers use and think about brands as signals.
We conducted our analysis using survey and experimental data on orange juice and personal
computers. Data on consumer brand perceptions, choices and cultural dimensions were collected
from subjects in India.
We chose this county to represent a wide range of Hofstedes (1980) cultural dimensions.
However, some interesting differences emerge in terms of both total credibility effects on choice,
as well as the mechanisms are through which the brands quality of being trusted and believed is
to effects on utility operate.

1.3.

Culture of Foreign brand versus Local brand:

Consumers are in developing country such as India, now India has an increasing choice to select
between foreign brands and local brands (national brands). In this environment like competitive,
both the retailers of the local and foreign must understand that why and what how consumers are
make their brands choices in this markets. An India is one of the developing economies which
are fastest growing in the world (Kearney, 2006); consumer purchase behavior is a term of the
subject of relatively little research.
In many of the studies which are on consumer attitudes toward the foreign brands and local
brands are limited to consumers from United States (U.S), United Kingdom (U.K) and more
from the china (Beaudoin et al., 2000; Wang et al., 2004). This study is to aims for an increasing
to understanding Indian consumers brand choice attitude behavior in between foreign brands
versus Indian brands (local).
An economist says or estimates that India is set to become a major global in the near future in
economic power (Indian Economy Races, 2006). The majority of Indian people and Indians
population is still being extremely poor (below poverty line), increases in household incomes and
dual income families have led to a boost in free time and personal actions of fund (expenditure)
(Spreading the Sales, 2005).
This increase in consumer pay out (spending) has stimulated the growth of the Indian retail
industry that is expected to reach $500 billion by the year 2010 (Field, 2005). India is the second
largest not yet exploited or used retail market after China (Field, 2005).
India is the nation of shopkeepers there for large numbers of traditional families runs the stores
that primarily carry unbranded products and items from national and local producers a
manufactures. Recently the modern stores of retail are featuring attractive displays and a wide
selection of local brands and foreign brands merchandise are quickly emerging.
The very quickly expanding having been enlarge middle class consumer in India, with their
increasing the purchasing and buying power, continue of the primary market for the branded
foreign goods (Bharadwaj et al., 2005). These consumers are having become more brand

conscious and are accepting and adopting casual wear as part of their lifestyle (Shashidhar,
2004).
Consumer selects the brands and products to receive emotional benefits (e.g., prestige, wealth
and the display of status) as well as practical, functional, useful benefits (e.g., low price and
quality) (Batra et al., 2000). Using foreign brands is to exhibits one social standing is more
important in developing countries where the high income great difference status is the ability to
move exist (Kottak, 1990).
Wishing to lead a life similar to Western cultures, consumers in developing countries often seek
to match the Western practices by purchasing and buying the foreign brands or products (Batra et
al., 2000; Kinra, 2006).
In the past India limited imports of Western consumer goods which made them scarce,
expensive, and available only to the rich and the elite (Batra et al., 2000). However, as the
Indian government loosens its restrictions on the entry of foreign retailers into local markets,
and other foreign brands and U.S.A brands increasingly vie with domestic brands for the growing
consumer market (Field, 2005).
Now the result is that, the branded cloths segments now accounts for the second bigger and
largest retails sales in India (Vaid, 2007). Some of the popular U.S.A clothe brands available in
India are they Calvin Klein, Levis, Gloria Vanderbilt, Guess, Esprit, and the Wrangler (IBEF,
2006). These brands are easily available in the new shopping formats, such as stores, department
stores, malls, similar to those in the foreign countries like U.S.A and Europe.

1.4.

Garment Industry:

Indian garment industry plays a significant role not only in the countrys economy but also in the
lives of millions of citizens of this country. It provides direct employment to about 5 million
workers. Currently, consumption of readymade garments in the domestic markets is around 70
per cent, whereas 30 per cent of garments produced are exported to major markets, such as, US,
Canada and Europe.
Until recently, the industry was reserved for the small-scale units to protect the employment in
rural and urban areas. These policy restrictions affected investment in the plant and machinery. In
turn, this prevented the industry from updating technology and from achieving economies of
scale, thus adversely affected both quality and productivity (Pantahki, 2001).
To review the Textile Policy 1985, an expert committee was constituted on 24 July 1998 by the
Government of India. This committee found that there was a need of creating awareness about
the WTO and their implications for the garment and textile industry (Sathyam, 1999).
To improve the competition in the garment industry, the committee made valuable suggestions
like removal of the industry from small-scale industry reservation, technology up-gradation and
automation at each stage of garmenting, design of scientific tools to improve the productivity of
the clothing and, setting of textile and apparel parks. Keeping in view the recommendations of
the committee, the Government of India de-reserved the garment industry from the small-scale
industry list in 2001.
In addition to this, on January 1, 2005, Multi Fiber Agreement restrictions on readymade
garments were fully removed and hence the trade in garments was no longer being subjected to
quotas. In this scenario, the small and medium scale garment firms are now facing tough
competition with large domestic and global firms.
Present garment industry has no alternative, but for satisfaction of all the requirement force is
made by the customers, and from quality assurance point of view fabrics used represent the

factor of potential difficulties for those who are directly in charge of engineering the higher
qualities of garments. Indias garment is exported to almost all parts of developed world. Most of
the leading fashion brands are sourcing substantial quantities from India now.
One of the basic needs of civilized mankind is clothes. The garment industry caters to the need of
clothing while textile refers to the production of intermediate products like fabric and yarn etc.
which are used to make the final product i.e. garment. To compare: in 2000 only 20 million
people were employed in the industry.
India's Garment Industry is a well-organized enterprise and is among the best in the world. It
constitutes of designers, manufacturers, exporters, suppliers, stockists, and wholesalers. Indian
Garment Industry has carved out a niche in the global markets and earned a reputation for its
durability, quality and beauty.
Today's changing consumer preferences - buying branded apparel and fashion accessories, major
boom in retail industry, people shopping at department and discount stores, shopping malls, with
rising disposable incomes, government policy focused on fast-track textile export growth, and
ambitious goals have created several investment opportunities in India.
Government has even made effort to include benefits for Garment Industry. The annual plan for
2007-08 formulated by Indian government to promote the textile sector, includes schemes for
attracting foreign direct investments, brand promotion through public-private partnership (PPP)
for global acceptance of Indian brands, trade centers for facilitating business and image building,
fashion hubs as a stable marketplace for Indian fashion, common compliance code for creating
apparel standards for the benefit of buyers, and training centers for developing human resources.
Indian garment industry`s has a decentralized production structure - subcontracting, which is low
risk and low capital-has served the industry well but has excluded Indian products from the mass
market for clothing, which demands consistent quality for large volumes of a single item.

1.5.

Top leading Companies:

Pantaloons Retail India Ltd.

Shopper's Stop

Tata - Trent

Globus stores Pvt. Ltd.

Pirmayd Retail Ltd.

Arvind Brands Ltd.

Provogue India Ltd.

The Raymond Group

Madura Garment

Reliance Retial Ltd.

Wills lifestyle

Murjani Group

Landmark Group

Gokalda Group

Zodiac Clothing

(Source: http://listz.in/top-10-textile-companies-in-india.html)

1.6.

Garment Industry India:

India is the second largest producer of garments in the world. This industry accounts for almost
24% of the world's spindle capacity and 8% of global rotor capacity.
India's Garment Industry is a well-organized enterprise and is among the best in the world. It
constitutes of designers, manufacturers, exporters, suppliers, stockiest, and wholesalers. Indian
Garment Industry has carved out a niche in the global markets and earned a reputation for its
durability, quality and beauty.
The Indian garment sector contributes about 14 per cent to industrial production, 4 per cent to the
gross domestic product (GDP), and 27 per cent to the country's foreign exchange inflows.
It provides direct employment to over 45 million people. The Indian Garment industry is set for
strong growth, supported by strong domestic consumption as well as export demand. MMF
(man-made Fiber) production is increased by about 4 per cent during FY 2014. Cloth production
by mill sector registered a growth of 6 per cent during FY2014. The total cloth production grew
by 3 per cent during the same period.
Textiles exports registered a growth of 14.58 per cent. Garment exports from India it was
expected to touch US$ 60 billion over the next three years according to industry experts.
The Indian Garment Industry attracted foreign direct investment (FDI) worth Rs. 6,710.94crore
(US$ 1.11 billion) in FY2014. Improved demand from the US market, rising labor cost in China
would be a boost to the Indian textile exports.
The total value of textile products exported from India touched US $35.4 bn in ssssFY14, which
was 12% higher compared to FY13. The US has been the primary market for Indian garment
exporters.

Size of the Industry

Trade growing at a rate of 30% per annum.

Geographical distribution
Output per annum
Market Capitalization
(Source: fact on the global garment industry)
(Table 1.1: size of the garment industry)
1.7.

All major cities in India

7% share of industrial production
Growing at 20% rate

Global Garment Industry:

The worlds womens wear industry 2014 is worth 621 billion USD (497 billion EUR). The
mens wear industry is worth 402 billion USD (322 billion EUR).
The childrens wear industry is worth 186 billion USD (estimated) (149 billion EUR); 4
Employment in Garment Industry: About 60 million1 to 75 million2 people are employed in the
textile, clothing and Footwear sector worldwide (2014).
To compare: in 2000 only 20 million people were employed in the industry.
Other sources:
World Garment Market 2012

1.7 trillion USD5 (1.3 trillion EUR)

World Garment Exports 2014

708 billion USD6 (567 billion EUR); 412

billion USD7 (330 billion EUR)

World Garment Exports 2011

412 billion USD (325 billion EUR)9

Value of the garment industry 2010

1,781 trillion USD10 (1.3 trillion EUR)

Source: www.indianmirror.com
(Table 1.2: Global Market share of the garment industry)

1.8.
Summary:
In this chapter we show the garment industry history and growth. The current market
scenario of the garment industry and also compare the global garments brands and Indian
garments brands and there market share of that brands. And in this chapter also discuss about
the Hofstedes cultural dimension and their variable which provided by Hofstede. And in the
next chapter covers the relevant literature review and discusses the conceptual framework.
We then develop a number of hypotheses to be tested and describe the empirical approach

and the data collection. The last section outlines the implications of our findings and
discusses future research avenues.

CHAPTER 2
REVIEW OF LITRECTURE
STUDY

COUNTRY
CONTEXT

Chris D Pentz,
Nic S Terblanche
and Christo
Boshoff (2014)

South
Africa

VARIABLE
UNDER
STUDY
DV:CE
IV: Age,
gender,
education

RESEARCH
METHOD
759, SA
consumers
email and online
Questionnaire

RESEARCH
APPROCH &
TOOLS USED
Web based approach
to access the
reliability of the
CETSCALE scale,
Cronbach's Alpha,
independent t- test,
simple regression.

RESULTS

younger and higher

income consumers are
less ethnocentric

Anna V. John &

Malcolm P.
Brady (2011)

South
Africa

DV: Attitude ,
CEM
IV: Employee,
Edu , Age, PI,
Gender

448, SA.
Consumers,
CETCSCALE ,
Questionnaire

The data where

analyzed by
exploratory factor
analysis,
Confirmatory factor
analysis , structural
equipment
Regression and post
hoc slop analysis

in south Africa
consumer ethnocentris
had stronger impact on
attitude toward
agriculture rather than
processed consumable

Alexander
Josiassen,
A. George Assaf,
Ingo O. Karpen.
(2011)

Australia

DV: CE, WTB

IV: Income,
Gender, Age

361, Australian
Consumer, Mail
intercept survey

YU - An Huang,
Ian phau chand
lin (2009)

Taiwan

1000, Adult
Taiwan customers
Questionnaire
base surway

Reliability, correlation
and T-test analysis

Larry L. Carter
Amro A. Maher
(2014)

United
States

DV: ECM,
WB
IV: Animosity
All centrism,
Age, Edu.
DV: Attitude,
WB
IV: COO, CE,
Animosity

United
States

DV: Product
judgement
IV: CE,
Animosity

Cronbach's Alpha,
Confirmatory Factor
Analysis,
Reliability, Corelation analysis
measures composite
reliability, Cronbach's
alpha and Extracted
variance

Consumers Attitude
Directly affected on
consumer buying
behavior

Pilar Fernandez
-ferrin
Belen Bandevilela
Jill Gabrielle
Klein(2012)
Archana Kumar
Ann fairhurst &
Youn - Kyung
Kim (2013)

800 Adults From

us
Structured
Equivalent
modeling
270, Adults of us
personal
interview method
92% of agree to
participant

India , usa

Indian consumer have

higher ethnocentric
tendency. Thus
encourage consumer to
buy a domestic produc

Romania

10 Nri student
interviewed
800 respondent
using
Geographics
clsture sampling
method
150,
Respondents,
Questionnaire
based on
CETSCALE

CETSCALE Scale
use SEM AMOS and
CFA, Analysis

Tana Cristina
Leslie T>
Szamosi,
Nicolas
Papadolous(2013)

DV:ECT,
Attitude
IV:
individualism,
power
Distance,
masculinity
DV: ECM,
Animosity
IV: COO, CB,
IB

Annova and T-test,

And CETSCALE
scale use

the Romanian
Consumers are not
Highly ethnocentric

CT for ECM are direct

influenced by
characteristics of
customer age gender a
found to be important
Variable CE & WTB
relation.
there are resistive
relation between the
animosity and ECM to
WB

The consideration of
Animosity and
ethnocentrism can be
part of a firm's
international strategies

Bilal mustafa
Khan,
Reshma
Farhat(2014)
John E. Spillan,
Talha Harcar
(2012)

Fun Ma, Sijun

wang, wei
hao(2012)

2.2 Interpretation

India

DV: Attitude,
600 indian
purchase
consumers
intension
structured
IV: CE, COO, Questionnaire
Animosity
Chile, South DV: Social
602, Chilean
America
Economic
using
Conservatism, Questionnaires
Foreign
using a dropProduct
off/pick-up
perception
method
IV: patriotism,
protectionism
Taiwan
DV: WB,
225, of Taiwanese
Product
Consumer
judgmentally
Structural
IV: war
Questionnaire
Animosity,
Economic
animosity,
cultural
Distance, CE
(Table 2.1 Data of review of literature)

Annova and T-test,

And Factor analysis

COO and CE are

directly Effect on
Consumer purchase
behavior

Confirmatory factor
analysis, inner
regression,
CETSCALE scale
method

Chilean consumers
perceptions of the
country of origin most
of the foreign product
needs to improve

Bivariate Co relation,
reputed general linear
molding and
structural equation
modeling

Animosity model of
foreign product
purchase but also offer
additional insights for
internal market entry
and international mark
strategies.

The researchers Mr. Chris D Pentz, Nic S Terblanche and Christo Boshoff doing research on
Demographics and consumer ethnocentrism in a developing country context in 2014. They are
using consumer ethnocentrism as a dependent variable and age, gender and education are the
independent variables in the research model which are developed by researchers. They are doing
survey on 759 South African consumers and they use email and online questionnaire and web
base approach to access to reliability of the CETSCALE, Cronbach's Alpha, independent t- test,
simple regression and finally they conclude that the younger and higher income consumers are
less ethnocentric compared the other consumers.
Mr. Anna V. John & Malcolm P. Brady doing research on the Consumer ethnocentrism and
Attitudes toward South African consumables in Mozambique in 2011. They are using attitude
and customer ethnocentrism as a dependent variable and occupation, age, gender personal
interest and education as an independent variables in the research model shown in that paper.
They are doing survey on the 448 south African consumers and using cetcscale scale and fill-up
all questionnaire using online questionnaire and doing data where analyzed by exploratory factor
analysis, Confirmatory factor analysis , structural equipment and finally they conclude in south
Africa consumer ethnocentrism had stronger impact on attitude toward agriculture rather than
processed consumable.
Mr. Alexander Josiassen, A. George Assaf, Ingo O. Karpen. On the Consumer ethnocentrism
and
Willingness to buy analyzing the role of three demographic consumer characteristics in 2011.
They are using customer ethnocentrism and willingness to buy as a dependent variable and
occupation, age, gender as an independent variables in the research model shown in that paper.
They are doing survey on the 461 Australian consumers and using online questionnaire and
doing data where analyzed by Regression and post hoc slop analysis and finally they conclude in
Australia consumer for ethnocentrism are directly influenced by characteristics of customer age
gender are found to be important Variable CE & WTB relation.
Mr. YU An Huang, Ian phau chand lin on the Effects of Animosity and All centrism on
Consumer Ethnocentrism: Social Identity on Consumer Willingness to Purchase in 2009. They
are using customer ethnocentrism and willingness to buy as a dependent variable and Animosity

All centrism, Age, Education as an independent variables in the research model shown in that
paper. They are doing survey on the 1000 south Adult Taiwan consumers and using questionnaire
base survey and data where analyzed by Reliability, correlation and T-test analysis and finally
they conclude there are resistive relation between the animosity and ethnocentrism to
Willingness to Buy.
Mr. Larry L. Carter Amro A. Maher on the Assessing Consumers Willingness to Buy Foreign
Goods: An Integrative Modeling Approach in 2014. They are using attitude and Willingness to
buy as a dependent variable and Country of origin, consumer ethnocentrism and animosity as an
independent variables in the research model shown in that paper. They are doing survey on the
800 adult from US consumers and using Structured Equivalent modeling fill-up all questionnaire
using online questionnaire and doing data where analyzed by Cronbach's Alpha, Confirmatory
Factor Analysis, Reliability, Co-relation analysis and finally they conclude Consumers Attitude
Directly affected on consumer buying behavior.

Mr. Pilar Fernandez ferrin Belen Bande vilela Jill Gabrielle Klein on the Consumer
ethnocentrism and consumer animosity: antecedents and consequences in 2012. They are using
product judgement as a dependent variable and consumer ethnocentrism and animosity as an
independent variables in the research model shown in that paper. They are doing survey on the
270 south American adult consumers and using cetcscale scale and 92% of them are agree to
participant in research and fill-up all questionnaire using hard questionnaire and data where
analyzed by measures composite reliability, Cronbach's alpha and Extracted variance and finally
they conclude The consideration of Animosity and ethnocentrism can be part of a firm's
international strategies.
Mr. Archana Kumar Ann fairhurst & Youn - Kyung Kim on the The role of personal cultural
Orientation in consumer ethnocentrism among Indian consumers in 2013. They are using
consumer ethnocentrism and attitude as a dependent variable and individualism, power Distance,
masculinity as an independent variables in the research model shown in that paper. They are
doing survey on 10 Nri student interviewed and 800 respondent using Geographics clsture
sampling method and fill-up all questionnaire using online questionnaire and doing data where

analyzed by CETSCALE Scale use SEM AMOS and CFA Analysis and finally they conclude
Indian consumer have a higher ethnocentric tendency. Thus encourage consumer to buy a
domestic product.
Mr. Tana Cristina Leslie T. Szamosi, Nicolas Papadolous on the The Impact of Country-ofOrigin, Ethnocentrism and Animosity on Product Evaluation: Evidence from Romania in 2013.
They are using attitude and customer ethnocentrism as a dependent variable and country of
origin and consumer behavior as an independent variables in the research model shown in that
paper. They are doing survey on the 150, Respondents, Questionnaire based on CETSCALE data
where analyzed by Annova and T-test, and finally they conclude the Romanian Consumers are
not highly ethnocentric.

Mr. Bilal mustafa Khan, Reshma Farhat on the Impact of ethnocentrism and animosity on
consumers attitude toward foreign product in 2014. They are using attitude and purchase
intention as a dependent variable and country of origin consumer ethnocentrism and animosity as
an independent variables in the research model shown in that paper. They are doing survey on the
600 indian consumers structured Questionnaire and fill-up all questionnaire using online
questionnaire and data where analyzed by Annova and T-test, And Factor analysis and finally
they conclude Country of origin and Consumer ethnocentrism are directly Effect on Consumer
purchase behavior.
Mr. John E. Spillan, Talha Harcar on the Chilean Consumers Ethnocentrism Factors and Their
Perception Regarding Foreign Countries Products in 2012. This search is done in the Chile and
south America They are using Social Economic Conservatism, Foreign Product perception as a
dependent variable and patriotism, protectionism as an independent variables in the research
model shown in that paper. They are doing survey on the 602, Chilean using Questionnaires
using a drop-off/pick-up method and fill-up all questionnaire using online questionnaire and data
where analyzed by Confirmatory factor analysis, inner regression, CETSCALE scale method
finally they conclude in Chilean consumers perceptions of the country of origin most of the
foreign product needs to improve.

Mr. Fun Ma, Sijun Wang, Wei hao on the Does cultural similarity matter? Extending the
Animosity model from a new perspective in 2012. And completed research in Taiwan They are
using Willingness to Buy, Product judgmentally as a dependent variable and war Animosity,
Economic animosity, cultural Distance, Consumer ethnocentrism as an independent variables in
the research model shown in that paper. They are doing survey on the 225, of Taiwanese
Consumer
Structural Questionnaire fill-up all questionnaire using online questionnaire and hard copy and
data where analyzed by Bivariate Co relation, reputed general linear molding and structural
equation modeling and finally they conclude Animosity model of foreign product purchase but
also offer additional insights for internal market entry and international market strategies.
2.3 Summary:
In this chapter discuss about the all research paper that we study for doing this research and their
finding and conclusion and result of all the research and by using this paper we developed the
research model and hypothesis testing. In the next chapter we will study about the research
methodology means how we do the research and develop the model and how to test the
hypothesis and our target customer and other information we will see in next chapter.

RESEARCH METHODOLOGY
Introduction
In this chapter three describes the research methodology used in this study. It addresses the
target Population, sampling techniques, size and data collection and validity of the instrument
used in the study. The study is descriptive in nature. A questionnaire to gather data, make use of
appropriate statistical techniques to evaluate the data and reach conclusions.
3.1Problem statement:
In this research Focus is on to investigate various factors which lead to focus on the consumer
ethnocentrism and willingness to purchase Indian brand.
3.2 Research objectives
To find out consumer ethnocentrism and willingness to purchase Indian brand
3.3 Scope of the study

3.4 Significance of the study

In this study, it is importance of learning on the culture is that for what is needed to the different
culture and different cultural persons. Which brand they buy from the market of a country? It is
going to be helpful to the Researchers as Database and for further study and to the Students as
secondary data in Project Reports, Secondary Data in Research Report and general guidelines.
3.5 Hypothesis of the study:
H1: Indian consumers with high collectivistic values will have a high degree of ethnocentrism.
H2: Indian consumers with high masculinity values will have a high degree of ethnocentrism.
H3: Indian consumers with High uncertainty avoidance values will have a high degree of
ethnocentrism.
H4: Indian consumers with high power distance values will have a high degree of ethnocentrism.

H5: Indian consumers with high ethnocentric tendencies will have a positive attitude toward
domestic products.
H6: Indian consumer with high ethnocentric tendencies will have a positive attitude.
H7: Indian consumers with high ethnocentric tendencies and attitude will have a willingness to
buy.
3.6 Research design:
Descriptive research design
In this, we conduct the study by using the descriptive design. The descriptive design is using at
that time when, researcher find their research base on three categories or defined the three things.
Which also helping to define the descriptive research design.
1. Observational
2. Case study
3. Survey personal interview
From these we choose the survey for our research study.
3.7 Data sources and data collection method- Data collection
From that, we conduct the response by the respondent from the Mahesana
3.7.1 Primary Data Collection:
The study undertaken there to be mainly based on the primary data i.e. closed ended structured
questionnaire is designed. A survey technique is used for the primary data collection for the topic
3.7.2 Secondary data collection:
The study also contains secondary data i.e. data from authenticated website, Proquest
3.8 Instrument /tool

Structured questionnaire, personal interview

3.9Sampling method
3.9.1 Sampling Techniques:
To get the information about the topic from young consumer, Convenience Sampling Method is
used. It is easy to convince the respondents to fill up the questionnaire.

3.9.2. Target population:

The target population for the research paper was defined as follow: Elements- Students,
Teachers, Professors, and Government Employees
3.9.3 Sampling method:
In this study mainly use convenience sampling
3.9.4 Sample size:
The sample is of 400 respondents.

3.10 Data analysis

The collected data is coded in the SPSS 16.0 software to make the things presentable and more
effective. Data will analyze with the help of different tests in this software like Factor analysis,
ANOVA Test, many other tests. The results are shown in SPSS file which helps me in easy and
effective presentation and hence results are being obtained. Microsoft Excel is also used to
effective data presentation via graph.

3.11 Reliability Statistics

Cronbach's Alpha
.941

No. of Items
33

(Table 3.1: reliability statics)

Cronbachs Alpha
This model is a model of internal consistency, based on the average inter-item correlation.
Cronbach's alpha is the most common measure of internal consistency ("reliability"). It is most
commonly used when you have multiple Linker questions in a questionnaire that form a scale
and you wish to determine if the scale is reliable.
If a reliability coefficient of .600 or higher is considered acceptable in most social science
research situations. Here Cronbach's alpha is 0.774, which indicates a high level of internal
consistency for scale with this specific sample.
Cronbach's alpha is not a statistical test - it is a coefficient of reliability (or consistency).

3.12 Model of independent and dependent variable:

Collectivism/
Individualism

Uncertainty
Avoidance

Attitude toward foreign/ domestic produ

Consumer
Ethnocentric
Tendencies

Power Distance

Masculinity/
Femininity

Fig: 3.1 Model of independent and dependent variable

Dependent Variable:

Consumer Ethnocentric Tendencies

Independent Variable:

Collectivism Individualism
Uncertainty Avoidance
Power Distance
Masculinity/Femininity
Attitude toward foreign/domestic product
Willingness to Buy

Willingness to
Buy

3.13 Pilot Testing:

Pilot testing is a small-scale trial, where a few examinees take the test and comment on the
mechanics of the test. They point out any problems with the test instructions, instances where
items are not clear and formatting and other typographical errors.
A pilot is a trial run, a small-scale version of your larger project. A program pilot is an important
step that can help you catch potential problems and prevent them from escalating as well as
accomplish several goals before full implementation occurs. This tip sheet explores the
advantages of pilot testing, explains how to prepare for pilot testing your program and provides
general tips to consider when setting up your pilot test.

For what reason pilot test conducted:

A pilot test can serve as a trial run for your program and can help determine if any
adjustments to your implementation plan or adaptations to the program are necessary.

It can also reveal unforeseen challenges that might arise during implementation (i.e.,
issues with the setting and logistics, particular lessons or activities for which more staff
training or attention may be necessary, etc.) and ensures that your staff are well prepared
to handle issues that come up during the full-scale implementation.

Pilot testing is an opportunity to gauge your target populations reaction to the program.

It is best to select a pilot group that is demographically similar to your programs specific
target population, also called the intervention group.

The feedback from these youth can offer a glimpse into how the intervention group may
respond to the curriculum. Most importantly, it can help confirm whether or not your
program is a good fit for your population and whether minor adaptations to the program
are appropriate and/or necessary.

Pilot testing can help you make better decisions about how to allocate time and resources.

Pilot testing your program can help you determine if you need to spend more time or
resources on particular aspects of the program

Pilot testing can help ensure that you are well prepared to measure the success of your
program.

A pilot test can highlight any adjustments to your evaluation plan that might be necessary
to ensure that you are measuring the desired outcomes in the best way possible.

The pilot test will be an opportunity to test your evaluation instruments as well.

The pilot test will give the evaluation team and the implementation team a chance to
work together before full implementation and troubleshoot any logistical issues that
might arise with the distribution and Collection of the evaluation data.

CH: 4
DATA ANALYSIS AND
INTERPRETATION

4.1 Reliability Analysis:

Reliability, the fact that a scale should consistently reflect the construct it is measuring. One way
to think of reliability is that other things being equal, a person should get the same score on a
questionnaire if they complete it at two different points in time (test-retest reliability). Another
way to look at reliability is to say that two people, who are the same in terms of the construct

being measured, should get the same score. In statistical terms, the usual way to look at
reliability is based on the idea that individual items (or sets of items) should produce results
consistent with the overall questionnaire.
The simplest way to do this is in practice is to use split half reliability. This method randomly
splits the data set into two. A score for each participant is then calculated based on each half of
the scale. If a scale is very reliable a persons score on one half of the scale should be the same
(or similar) to their score on the other half: therefore, across several participants scores from the
two halves of the questionnaire should correlate perfectly (well, very highly). The correlation
between the two halves is the statistic computed in the split half method, with large correlations
being a sign of reliability.
The problem with this method is that there are several ways in which a set of data can be split
into two and so the results could be a product of the way in which the data were split. To
overcome this problem, Cronbachs alpha (1951) came up with a measure that is loosely
equivalent to splitting data in two in every possible way and computing the correlation
coefficient for each split. The average of these values is equivalent to Cronbachs alpha, , which
is the most common measure of scale.

Cronbach's alpha:
Cronbach's alpha is a measure of internal consistency, that is, how closely related a set of items
are as a group. It is considered to be a measure of scale reliability. A "high" value for alpha does
not imply that the measure is one-dimensional. If, in addition to measuring internal consistency,
you wish to provide evidence that the scale in question is one-dimensional, additional analyses
can be performed. Exploratory factor analysis is one method of checking dimensionality.
Technically Cronbach's alpha is not a statistical test - it is a coefficient of reliability (or
consistency).
Cronbach's alpha can be written as a function of the number of test items and the average intercorrelation among the items. Below, for conceptual purposes, we show the formula for the
standardized Cronbach's alpha:

Here N is equal to the number of items, c-bar is the average inter-item covariance among the
items and v-bar equals the average variance.
One can see from this formula that if you increase the number of items, you increase Cronbach's
alpha. Additionally, if the average inter-item correlation is low, alpha will be low. As the average
inter-item correlation increases, Cronbach's alpha increases as well (holding the number of items
constant).
The main focus of this section is on the presentation and interpretations of data collected through
the questionnaire form employees of selected software houses. The collected data was examined
by using the SPSS (statistical package for social sciences) version 16.0. The result describes
impact of learning and transfer motivation on training transfer.

Table: 4.1 Reliability of the Scale:

Cronbach's Alpha
0.941

No. of Items
33

The alpha coefficient for the 33 items is 0.000, suggesting that the items have relatively high
internal consistency. (Note that a reliability coefficient of 0.60 or higher is considered
acceptable in most social research situations). Cronbach's alpha shows internal consistency.
(Hatcher, 1994).

The higher the score, the more reliable the generated scale is Nunnaly & Bernstein (1978) has
indicated 0.60 to be an acceptable reliability coefficient but lower thresholds are is sometimes
use in the literature.

Table: 4.2 Reliability of scale:

Factors
Individualism
Uncertainty avoidance
Power distance
Attitude on Indian product
Masculinity
Consumer ethnocentrism
Willingness to buy

Cronbach's Alpha
.726
.694
.625
.822
.692
.585
.724

No. of Items
4
4
4
8
3
6
4

1) Individualism:
The alpha coefficient for the four items is 0.726for 4 item suggesting that the items have
relatively high internal consistency. (Note that a reliability coefficient of 0.60 or higher is
considered "acceptable" in most social science research situations.) It means the scale of
Individualism is reliable.

2) Uncertainty avoidance:
The alpha coefficient for the four items is 0.694 for 4 item suggesting that the items have
relatively high internal consistency. (Note that a reliability coefficient of 0.60 or higher is
considered "acceptable" in most social science research situations.) It means the scale of
Uncertainty avoidanceis reliable.
3) Power distance:
The alpha coefficient for the four items is 0.625 for 4 item suggesting that the items have
relatively high internal consistency. (Note that a reliability coefficient of 0.60 or higher is
considered "acceptable" in most social science research situations.) It means the scale of Power
distanceis reliable.
4) Attitude on Indian product:
The alpha coefficient for the four items is 0.822 for 8 item suggesting that the items have
relatively high internal consistency. (Note that a reliability coefficient of 0.60 or higher is
considered "acceptable" in most social science research situations.) It means the scale of Attitude
on Indian productis reliable.
5) Masculinity:
The alpha coefficient for the four items is 0.692 for 3 item suggesting that the items have
relatively high internal consistency. (Note that a reliability coefficient of 0.60 or higher is
considered "acceptable" in most social science research situations.) It means the scale of
Masculinity is reliable.

6) Consumer ethnocentrism:
The alpha coefficient for the four items is 0.585 for 6 item suggesting that the items have
relatively high internal consistency. (Note that a reliability coefficient of 0.60 or higher is

considered "acceptable" in most social science research situations.) It means the scale of
Consumer ethnocentrism is reliable.

7) Willingness to buy:
The alpha coefficient for the four items is 0.724 for 4 item suggesting that the items have
relatively high internal consistency. (Note that a reliability coefficient of 0.60 or higher is
considered "acceptable" in most social science research situations.) It means the scale of
Willingness to buy is reliable.

4.2 Regression Analysis:

Linear regression analysis is used to explore any relationship between independent variable with
dependent variable. Linear Regression is performed in SPSS version 16.0 in which 1st parameter
of measuring Transfer of Training with learning and transfer motivation, is taken as dependent
variable and all five factors as independent variable.
Regression is a complex statistical technique that tries to predict the value of an outcome or
dependent variable, such as annual income, economic output or student test scores, based on one
or more predictor variables, such as years of experience, national unemployment rates or student
course grades. Researchers in education and social sciences use regression to study a wide range
of phenomena, using statistical software programs such as SPSS to conduct their analyses. SPSS
generates regression output that may appear intimidating to beginners, but a sound understanding
of regression procedures and an understanding of what to look for can help the student or novice
researcher interpret the results.
Linear regression analysis is used to explore any relationship between independent variable with
dependent variable. Linear Regression is performed in SPSS version 16.0 in which 1st parameter
of measuring Transfer of Training with learning and transfer motivation, is taken as dependent
variable and all five factors as independent variable.
ANOVA:
The analysis of variance can be used as an exploratory tool to explain observations. A dog show
provides an example. A dog show is not a random sampling of the breed. A successful grouping
will split dogs such that (a) each group has a low variance of dog weights (meaning the group is
relatively homogeneous) and (b) the mean of each group is distinct (if two groups have the same
mean, then it isn't reasonable to conclude that the groups are, in fact, separate in any meaningful
way).
The analysis of variance provides the formal tools to justify these intuitive judgments. A
common use of the method is the analysis of experimental data or the development of models.
The method has some advantages over correlation: not all of the data must be numeric and one
result of the method is a judgment in the confidence in an explanatory relationship.

 Note: This is for first model means all independent variables depends on customer
ethnocentrism
ANOVAa

Table 4.3
Model

Sum of Squares

Df

Mean Square

Sig.

Regression

71.911

17.978

20.110

.000b

Residual

162.705

182

.894

Total

234.616

186

Note:* p<0.05

a. Dependent Variable: customer ethnocentrism

b. Predictors: (Constant), Masculinity, individualism, uncertain avoidance, power distance

First output of the Regression is as ANOVA (labeled Analysis of Variance). Here result is
F-test outcome that as giving a measure of the absolute fit of the model to the data. Here,
the F-test outcome is highly significant (i.e. 0.000, as we see in the last column), so the
model does fit the data.

ii.R2 Model Summary

R-squared is a statistical measure of how close the data are to the fitted regression line. It is also
known as the coefficient of determination, or the coefficient of multiple determination for
multiple regression.
The definition of R-squared is fairly straight-forward; it is the percentage of the response
variable variation that is explained by a linear model. Or:
R-squared = Explained variation / Total variation
R-squared is always between 0 and 100%:

0% indicates that the model explains none of the variability of the response data around its
mean.

100% indicates that the model explains all the variability of the response data around its
mean.

In general, the higher the R-squared, the better the model fits your data. However, there are
important conditions for this guideline that Ill talk about both in this post and my next post.
Adjusted R-squared compares the explanatory power of regression models that contain
different numbers of predictors.
The adjusted R-squared is a modified version of R-squared that has been adjusted for the number
of predictors in the model. The adjusted R-squared increases only if the new term improves the
model more than would be expected by chance. It decreases when a predictor improves the
model by less than expected by chance. The adjusted R-squared can be negative, but its usually
not. It is always lower than the R-squared.
In the simplified Best Subsets Regression output below, you can see where the adjusted Rsquared peaks, and then declines. Meanwhile, the R-squared continues to increase.

R2Model Summaryb

Table 4.4
Model

R Square

Adjusted R Square

Std. Error of the Estimate

.554a

.307

.291

.94551

a. Predictors: (Constant), Masculinity, individualism, uncertain avoidance, power distance

b. Dependent Variable: customer ethnocentrism
This table is labelled model summary. It is important, as it gives us the measures of how well
our overall model fits, and how well our predictor, that is factors of Masculinity, individualism,
uncertain avoidance, power distance on customer ethnocentrism. First measure in the table is
called R. This is a measure of how well our predictors predict the outcome, but we need to take
the square of R to get a more accurate measure. R-squared gives us the amount of variance
explained by the independent variable or predictor. R-squared varies between 0 and 1. In this
case, it is 0.307, so 30 % of the variance is getting therefore model is best fit. Last column gives
us the standard error of the estimate. This is a measure of how much R is predicted to vary from
one sample to the next.

iii. Coefficients
The regression coefficient, b, represents the amount the dependent variable will change by if the
independent variable changes by one unit.
Beta is the standardised regression coefficient, which allows us to compare the effect of
variables measured on different scales.
Co linearity (or multicollinearity) is the undesirable situation where the correlations among the
independent variables are strong. When two X variables are highly correlated, they both convey
essentially the same information. When this happens, the X variables are collinear and the results
show multicollinearity.
To help you assess multicollinearity, SPSS gives you the Variance Inflation Factor (VIF) that
measures multicollinearity in the model. The VIF is above 5 and less than 10 which means that
multicollinearity inflated the standard errors which lowers the T test below 2 which means that
the significance level becomes above 0.05. And tolerance level is reciprocally related to VIF i.e.
1 VIF

Coefficientsa

Table 4.5
Model

Unstandardized
Coefficients
B

Std.
Error

(Constant)

.505

.347

Individualism

.311

.110

Uncertain
avoidance

.033

Power distance
Masculinity

Standardized
Coefficients

Sig.

Beta

Collinearity
Statistics
Tolerance

VIF

1.457

.147

.231

2.828

.005

.569

1.758

.124

.024

.266

.790

.476

2.099

.305

.132

.221

2.313

.022

.417

2.400

.210

.088

.187

2.395

.018

.622

1.607

Note: *p<0.05 is significant.

a. Dependent Variable: customer ethnocentrism

From the above table of coefficients, we get the result that Beta Value of Significant Factors that
is significance level less than 0.05 is significant factors is Individualism (0.005), Power distance
(0.022), and Masculinity (0.018) but the value for uncertain avoidance is higher than 0.05 which
is 0.790.

Significant values as per Beta value:

From the table of coefficient the value for Beta for the factor Individualism is higher that is
0.231, it means Individualism is having a higher impact on customer ethnocentrism, then the
Beta value is higher for Power distance factor that is 0.221, then impact of Power distance on
customer ethnocentrism is higher, then the third factor is masculinity the respective Beta value is
0.187, Beta value for Uncertain avoidance is very less that is 0.024 it means Uncertain avoidance
is not having a greater influence on customer ethnocentrism.
The value for VIF should be higher than 10, and from the table of coefficient all the values for all
the factor is higher than 10, and the level of tolerance also higher than 0.50 and the values for
Individualism and Masculinity factors are higher than 0.50, only uncertain avoidance and power
distance is have less value then 0.50.

 Note:This data is for second model hear attitude is dependent on customer ethnocentrism

ANOVAa

Table 4.6
Model

Sum of Squares

Df

Mean Square

Sig.

Regression

40.346

40.346

97.806

.000b

Residual

76.727

186

.413

Total

117.072

187

Note:* p<0.05
a. Dependent Variable: attitude
b. Predictors: (Constant), customer ethnocentrism
First output of the Regression is as ANOVA (labeled Analysis of Variance). Here result is F-test
outcome that as giving a measure of the absolute fit of the model to the data. Here, the F-test
outcome is highly significant (i.e. 0.000, as we see in the last column), so the model does fit the
data.

Table 4.7

R2 Model Summaryb

Model
1

R Square

Adjusted R Square

Std. Error of the Estimate

.587a

.345

.341

.64227

a. Predictors: (Constant), customer ethnocentrism

b. b. Dependent Variable: attitude
This table is labelled model summary. It is important, as it gives us the measures of how well
our overall model fits, and how well our predictor, that is factors of customer ethnocentrism on
attitude. First measure in the table is called R. This is a measure of how well our predictors
predict the outcome, but we need to take the square of R to get a more accurate measure. Rsquared gives us the amount of variance explained by the independent variable or predictor. Rsquared varies between 0 and 1. In this case, it is 0.345, so 35 % of the variance is getting
therefore model is best fit. Last column gives us the standard error of the estimate. This is a
measure of how much R is predicted to vary from one sample to the next.

Table 4.8

Coefficientsa

Model

Unstandardized
Coefficients
B

Std. Error

(Constant)

2.037

.152

Customer
ethnocentrism

.415

.042

Standardized
Coefficients

Sig.

Beta

.587

13.358

.000

9.890

.000

Collinearity
Statistics
Tolerance

VIF

1.000

1.000

Note: *p<0.05 is significant.

a. Dependent Variable: attitude

From the above table of coefficients, we get the result that Beta Value of Significant Factors that
is significance level less than 0.05 is significant factors is Customer ethnocentrism (0.000).

Significant values as per Beta value:

From the table of coefficient the value for Beta for the factor Customer ethnocentrism is higher
that is 0.587, it means Customer ethnocentrism is having a higher impact on attitude.
The value for VIF should be higher than 10, and from the table of coefficient all the values for all
the factor is higher than 10, and the level of tolerance also higher than 0.50 and the values for
Customer ethnocentrism factor are higher than 0.50.

Note: This data is for second model hear Willingness to buy is depend on customer
ethnocentrism, attitude

ANOVAa

Table 4.9
Model
Regression
Residual

Total

Sum of Squares

Df

Mean Square

Sig.

76.350

38.175

102.841

.000b

68.673

185

.371

145.022

187

Note:* p<0.05
a. Dependent Variable: Willingness to buy
b. Predictors: (Constant), attitude, customer ethnocentrism
First output of the Regression is as ANOVA (labeled Analysis of Variance). Here result is F-test
outcome that as giving a measure of the absolute fit of the model to the data. Here, the F-test
outcome is highly significant (i.e. 0.000, as we see in the last column), so the model does fit the
data.

R2 Model Summaryb

Table 4.10
Model

R Square

Adjusted R Square

Std. Error of the Estimate

.726a

.526

.521

.60926

a. Predictors: (Constant), attitude, customer ethnocentrism

b. Dependent Variable: Willingness to buy
This table is labelled model summary. It is important, as it gives us the measures of how well
our overall model fits, and how well our predictor, that is factors of attitude and customer
ethnocentrism on Willingness to buy. First measure in the table is called R. This is a measure of
how well our predictors predict the outcome, but we need to take the square of R to get a more
accurate measure. R-squared gives us the amount of variance explained by the independent
variable or predictor. R-squared varies between 0 and 1. In this case, it is 0.526, so 53 % of the
variance is getting therefore model is best fit. Last column gives us the standard error of the
estimate. This is a measure of how much R is predicted to vary from one sample to the next.

Coefficientsa

Table 4.11
Model

Unstandardized

Standardized

Coefficients

Coefficients

Sig.

Collinearity
Statistics

(Constant)
customer
1

ethnocentrism
attitude

Std. Error

.710

.202

.199

.049

.610

.070

Beta

Tolerance

VIF

3.508

.001

.253

4.047

.000

.655

1.526

.548

8.763

.000

.655

1.526

Note: *p<0.05 is significant.

a. Dependent Variable: Willingness to buy

From the above table of coefficients, we get the result that Beta Value of Significant Factors that
is significance level less than 0.05 is significant factors, is customer ethnocentrism (0.000), and
attitude (0.000).

Significant values as per Beta value:

From the table of coefficient the value for Beta for the factor attitude is higher that is 0.548, it
means attitude is having a higher impact on Willingness to buy, and then the Beta value is higher
for customer ethnocentrism factor that is 0.253, then impact of customer ethnocentrism on
Willingness to buy is higher but less then attitude factor.
The value for VIF should be higher than 10, and from the table of coefficient all the values for
the entire factor is higher than 10, and the level of tolerance higher than 0.50 and the values for
all factors are higher than 0.50.

CHAPTER 5
Results and discussions:

5.1 Results and discussions:

Dependent Variable

Independent Variables
Collectivism
Masculinity
Customer ethnocentric
Uncertainty avoidance
tendencies
Power distance
Attitude
Customer ethnocentric tendencies
Willingness to buy
Attitude
Customer ethnocentric tendencies
(Table 5.1: results of hypothesis testing)

Result
H1 accepted
H2 accepted
H3 rejected
H4 accepted
H5 accepted
H6 accepted
H7 accepted

5.2 Discussions:
H1 shows a positive relationship between collectivism, individualism and customer ethnocentric
tendencies. As expected, a significant relationship was found between these two variables,
indicating that Indian consumers with higher collectivistic values Shows that there are stronger
ethnocentric tendencies.
Contrary to expectations, the cultural value of masculinity was found to have a significant
relationship with customer ethnocentric tendencies thereby accepting H2. Its indicating that
Indian consumers with higher masculinity cultural value shows their stronger ethnocentric
tendencies.
However, H3 was not supported as we hypothesized a negative relationship between uncertainty
avoidance and ethnocentrism. Its indicates that consumer uncertainty avoidance shows they
have not stronger ethnocentric tendencies.
Power distance was found to have a positive significant relationship with customer ethnocentric
tendencies, thereby supportingH4. Its indicating that Indian consumers with higher power
distance cultural value shows their stronger ethnocentric tendencies.
A significant positive relationship also was found between customer ethnocentric tendencies and
attitudes toward domestic product. Its indicating that Indian consumers with higher customer
ethnocentric tendencies shows their stronger attitude of Indian customer toward the garments
brands.

Attitude and customer ethnocentric tendencies was found to have a positive relationship with
customer willingness to buy. Its indicate that Indian consumer with higher ethnocentric
tendencies and higher positive attitude shows their stronger willingness to buy of Indian
consumer toward garments brands.

CHAPTER 6
CONCLUSION

6.1 Conclusion
The present study has been mainly focused on investigating the ethnocentric tendency of indian
customers and how ethnocentric tendencies depends on Hofstedes cultural variables and finally
investigating indian customer attitude towards indian garments brands available in their local
market. The empirical evidences support the first two hypotheses and reject the third hypothesis.
Therefore Hypothesis one shows Indian consumers with higher collectivistic values shows their
stronger ethnocentric tendencies toward Indian garments. Same way Indian consumers with
higher masculinity cultural value shows their stronger ethnocentric tendencies. Indian consumer
uncertainty avoidance shows they have not stronger ethnocentric tendencies and in the 4 th
hypothesis Indian consumers with higher power distance cultural value shows their stronger
ethnocentric tendencies. And in the hypothesis 5th and 6th we study that customer ethnocentrism
tendencies have stronger impact on customer attitude same way the Indian consumer with higher
ethnocentric tendencies and higher positive attitude shows their stronger willingness to buy of
Indian consumer toward garments brands.
The results of the study offer some implications to the domestic garments companies in the India
to rethink about their current strategies. In practical scenarios, most of the local garments brands
are performing well in the domestic market. However they cannot under-value the increasing
threat of foreign competitors. Therefore, marketers of local garments companies should use
ethnocentric brand appeals associated with the Hofstedes culture to attract more customers in
growing segments. Furthermore, they can use the findings of the study in segmentation and
positioning of their garments brands in the domestic market.
This study was characterized by several limitations that restrict the reliability to generalize the
findings. First, the study was restricted to the north Gujarat region in the India. As the north
Gujarat region represents west India, it may be possible to obtain different results in the case of
conducting the study in other parts of the India. Furthermore, the data was collected from
students of the university with using self-administrated questionnaires and we also collected data
from online using google form. Thus it is possible that these respondents may have provided
highly subjective responses and also the entire population of the India region may not be
represented by them. Therefore further research can be designed to investigate this issue in
different areas of the India; using random or stratified sampling techniques to represent the total

population in the India. Furthermore, future researches could investigate the impact of customer
attitudes and willingness to buy of garments in considering the customer ethnocentrism of the
garments brands as well.