“VIETNAMESE CONSUMES VIETNAMESE PRODUCTS”: THE ROLE OF ETHNOCENTRISM, PERCEIVED QUALITY AND PERCEIVED PRICE ON WILLINGNESS TO BUY | Zendy

Le Nguyen Hau | Zendy; Quynh Truc Tran | Zendy; Anh Duc Le | Zendy

Open Access

“VIETNAMESE CONSUMES VIETNAMESE PRODUCTS”: THE ROLE OF ETHNOCENTRISM, PERCEIVED QUALITY AND PERCEIVED PRICE ON WILLINGNESS TO BUY

Author(s) -

Le Nguyen Hau,

Quynh Truc Tran,

Anh Duc Le

Publication year - 2011

Publication title -

science and technology development journal

Language(s) - English

Resource type - Journals

ISSN - 1859-0128

DOI - 10.32508/stdj.v14i3.1979

Subject(s) - vietnamese , consumer ethnocentrism , ethnocentrism , willingness to pay , perceived quality , quality (philosophy) , business , marketing , advertising , psychology , social psychology , economics , purchasing , microeconomics , philosophy , linguistics , epistemology

This study investigates the impact of ethnocentrism, perceived quality and perceived price on the extent of consumer willingness to buy domestic garment products. A structural model has been estimated using data collected from 422 consumers in HCM city. The results indicate that perceived price and ethnocentrism have direct positive impacts and perceived quality have indirect positive impact on the willingness to buy domestic products. Perceived quality and ethnocentrism also have an impact on the perceived price. Based on these findings, theoretical as well as managerial implications have been discussed.

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