Cultural sensitivity, consumer ethnocentrism and perception of product quality and price: A study of the consumer's perception toward motorcycle in Vietnam

• Main Authors: NGHIA, NGUYEN-TRONG, 阮重義
• Other Authors: WU, WEN-KUEI
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/nd4h5a

碩士 === 朝陽科技大學 === 企業管理系 === 105 === This study aims to investigate how the consumer ethnocentrism and cultural sensitivity impact individually and compounded lyon the quality and price perceptions of imported motorcycle brands (i.e., Japanese, European, Taiwanese and Chinese brands) in Vietnam. We gathered survey data from a voluntary online survey. Based on a sample of 386 respondents, the results of multivariate analysis of variance (MANOVA) analysis and independent-samples t-test show that the consumer ethnocentrism and cultural sensitivity both have the positive and interaction effects on the perceptions quality and price perceptions of brands from focal countries. Our results imply that ethnocentric consumers in developing countries may be likely to prefer the local products, however, without comparing to the local brands, their consumer ethnocentrism is positively related to the quality and price perceptions of imported brands.