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Economics
- ISSN: 2155-7950
- Journal of Business and Economics
Ethnicity, Consumer Animosity and Preferences: A Case in Malaysia
Poh-Chuin Teo, Osman Mohamad
(1. Tunku Abdul Rahman University College, Malaysia; 2. Multimedia University, Malaysia)
Abstract: The importance of the concept of consumer animosity in the field of international research is increasingly. This study aims to test the significant differences between ethnic groups on their consumer animosity and their preferences towards different product categories-brands’ countries of origin associations. Therefore, measurements that measure consumer animosity towards European countries, Singapore and USA that fit in Malaysia context were developed. The samples of this study were students in Penang and the sampling method was convenience sampling. Usable responses were 255 responses. SPSS version 17 was used data analysis purpose. The results of this study revealed that consumers with different ethnic groups displayed difference level of consumer animosity and preferences towards different product categories-brands’ countries of origin, significantly. These findings brought some insights to market practitioners, where marketers of domestic and foreign brands are encouraged to take ethnicity, consumer animosity and product category in their consideration when designing marketing programmes. Research contributions, limitations and suggestions for future studies were discussed.
towards different product categories-brands’ countries of origin associations
