Survey of Strategic Pattern of Psychosocial Factors the Clothing Industry and their Impact on Ethnocentrism

Document Type : Research

Authors

Shahid Beheshti University

Abstract

In modern competitive marketing for producers the situation has become harder to compete with other countries’ goods and survive in the markets. Although a large part of competiveness relies on tangible features but Consumer Ethnocentrism is one of essential factors to decrease consumer tendency for the foreign goods. An industry that is severely affected by imported goods is feminine clothes. This study investigates psychosocial factors (nationalism, conservatism, extroversion) by modifiers role age and education variable on Consumer Ethnocentrism. The statistic universe of this study consists of east Tehran women that divided to four clusters mean: north, south, west, east by cluster sampling and then 385 questioners distributed among them. The Results of the research represent that the relationship between conservatism and nationalism is statistically significant but there is no statistically significant relationship between extroversion and Consumer Ethnocentrism. In addition when the age variable appears in modifier role, there is only a significant relationship between conservatism and ethnocentrism and when the education variable appears in modifier role, the relationship between nationalism and Ethnocentrism is the only significant relationship.

Keywords

References

 
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Journal of Strategic Management Studies
Volume 7, Issue 28
March 2016
Pages 211-232

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History

  • Receive Date: 31 October 2015
  • Revise Date: 04 June 2019
  • Accept Date: 26 September 2016

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