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 -
khoa học công nghệ
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.