Demographic and Lifestyle Profiles of Ethnocentric and Non-Ethnocentric Urban Malaysian Consumers

Abstract

The globalization of markets presents considerable challenges and opportunities for domestic and international marketers. This has ledto a renewed interest in the effects of consumer ethnocentrism onbuying behaviour. The main objective of this paper is to investigatethe ethnocentric tendency among urban consumers in Malaysia.Specifically, the paper endeavours to identify the psychographic anddemographic characteristics of ethnocentric and non-ethnocentricconsumers. This study employs a survey approach. In terms of datacollection technique, the study utilizes self-administeredquestionnaires. The study finds that five out of six demographiccharacteristics are significant to differentiate between the twoethnocentric groups. In terms of lifestyle dimensions, six out of eightdimensions are found to be significant. In general, the research resultsshow that ethnocentric consumers tend to be Malay, married, female,have a low income and are mostly blue collar. They tend to be familyand home concerned as well as price conscious.Keywords: Consumer Behaviour; Ethnocentrism; Demographic; Lifestyle ProfilesJEL classification: M31

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