Consumer ethnocentrism, demographic characteristics and willingness to buy Commercial Banking Services in Kenya
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Date
2016
Authors
Maina, S. M.
Journal Title
Journal ISSN
Volume Title
Publisher
European Scientific Institute
Abstract
International marketing empirical literature has indicated the existence
and strength of relationships among the consumer ethnocentrism,
demographic variables and product attitude vary in different market context.
Subsequently consumer ethnocentrism and purchase intentions influence
depends on the product categories and other market factors. It is on the basis
of this premise that the current study embarked on assessing the moderating
effect of demographic characteristics on the relationship between consumer
ethnocentrism and willingness to buy banking services. Descriptive and
explanatory research design were used in the study. Primary data was collected
among 374 commercial banks account holders in Kenya. Data was analyzed
using step wise binary logit regression. Consumer national ethnocentrism was
found to have a negative influence on the willingness to buy banking services
from foreign owned commercial banks. The assessment of the effect of
demographic characteristics on willingness to buy commercial banking
services revealed that as the levels of respondents’ income per month
increased, there was high preference of buying from foreign owned banks and
vice versa. However age, gender and income do not moderate the relationship
between consumer ethnocentrism and willingness to buy banking services.
This indicate the essence of intergroup differentiation in service or market
offerings as well as market segmentation and targeting
Description
Research paper
Keywords
International marketing, Consumer ethnocentrism, Demographic characteristics, Willingness to buy
Citation
European Scientific Journal September 2016 edition vol.12, No.25 ISSN: 1857 – 7881 (Print) e - ISSN 1857- 7431