Investigating the effect of consumer xenocentrism on purchase intention for foreign products

Abstract

Background: Broadly defined as preference for another country rather than your own, xenocentrism in the context of consumer and consumption refers to willingness to purchase foreign products even if there are equivalent domestic products that are similar or even better in quality.

Purpose: The aim of this study is to determine the effect of consumer xenocentrism on Iraq-Kirkukian consumers’ purchase intention for Turkish products. In addition, the study also examines the differences between the demographic variables and xenocentrism.

Study design/methodology/approach: To achieve these purposes, a survey was administered to a sampling consisting of 450 individuals selected by using convenient sampling method, and 418 of these surveys were included in the analyses. This sampling consisted of Turkmens, Arabs and Kurds. T-test and ANOVA test were performed to identify the differences between demographic information about the participants and xenocentrism. Factor analysis was done for the scales used in the study, and multiple regression analysis was done later to obtain the effect of consumer xenocentrism on purchase intention for Turkish products.

Findings/conclusions: The results of the study reported a positive and significant effect of consumer xenocentrism on purchase intention for Turkish products. In addition, consumer xenocentrism in Kirkukian consumers did not differ according to gender and ethnic identity.

Limitations/future research: The research was conducted in the city of Kirkuk, Iraq, which was under adverse political and security conditions and face-to-face survey was limited. The results cannot be generalized since Kirkuk has the most diverse ethnic identity in Iraq and is a place where Turkmens live more densely than other cities. Therefore, conducting this research in other countries would yield different results. In particular, examining the structure of consumer xenocentrism in developed economies would provide additional information about the prevalence and impact of xenocentric tendencies in these countries.  It is also important to investigate the impact of consumer xenocentrism on other variables such as product decisions, risk perceptions and willingness to pay.