Effect of country animosity and ethnocentrism on British consumers’ evaluation of Chinese luxury products

Overview

It is recognized that the country of origin image influences the consumption patterns. The proposed research is interesting as it evaluates the British customers’ evaluation of Chinese luxury products, and how this evaluation is influenced by their degree of ethnocentrism and animosity. The research aims at understanding if any stereotypes influence British customers’ behaviour towards Chinese customers. The study will provide evidence regarding British customers’ ethnocentric tendencies and degree of animosity (or possibly friendliness if animosity score is low) towards China.

Research method

Positivist philosophy with deductive strategy, descriptive design, cross-sectional time frame and quantitative research method. The survey data collection strategy is preferred due to its convenience. Following hypotheses will be tested:
H1: Country animosity negatively influences the British consumers’ evaluation of Chinese luxury products.
H2: Ethnocentrism negatively influences the British consumers’ evaluation of Chinese luxury products.

Target population and sample

The target population is native British luxury fashion products. The use of convenience sampling will be preferred due to simple and easy administration. The target is to draw responses from at least 150 customers.

Research instrument

A close-ended questionnaire with Likert's agreement scale. The Cetscale for measuring ethnocentrism and adaptation of previous country animosity scales.

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