On what do consumer product preferences depend? Determining domestic versus foreign product preferences in an emerging economy market

This study investigates consumer preferences for domestic products in an emerging economy market. We argue that consumer preferences are contingent on the level of consumer ethnocentrism, preferences for different product categories from specific country clusters and those of importers, and consumers? previous experience with products. The findings suggest that there are significant variations in consumer evaluations of products across specific product categories, country-of-origin, and other multicues. We also find a significant influence of consumer ethnocentrism on preferences for different product categories from specific country clusters when controlling for background variables. Implications for theory and practice and suggestions for future research are discussed.