Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Analyzing the causes and consequences of the phenomenon of consumer xenocentrism in the household appliance industry with the FCM method

Authors
Ali Shariat nejad 1
Yasin Derikvandi 2
1 Lorestan University,Khorramabad, Iran
2 Msc. Student, Department of Business Administration, Faculty of Management, Lorestan University, Khorramabad, Iran.
10.22034/asm.2024.715375
Abstract
In recent years, developed countries have been producing and supplying products at the global level, which has led to the importation of foreign products to other countries, including developing countries. So that the country of Iran, even with support policies such as customs tariffs, non-tariff barriers and quotas, is still facing an increase in the country's imports compared to its exports which is a very serious challenge for the country's value creators. This phenomenon is referred to as consumer xenocentrism. The purpose of this research is to investigate the causes and consequences of this phenomenon in the home appliance industry.The current research is an exploratory research in terms of practical purpose in terms of gathering information. Also, this research is a type of mixed qualitative and quantitative research based on comparative and inductive philosophy. The statistical population of the research for the qualitative part includes experts including university professors and marketing and sales managers who were selected by purposeful sampling and based on the principle of theoretical adequacy, and in the quantitative part, it includes consumers of household appliances in Khorram Abad city. Due to the unlimited statistical population, 384 people have been selected. In this research, The results indicate that the mentality of heteronormativity are the most important reasons for the phenomenon of consumer xenocentrism when choosing consumers. Also, weakening of domestic brands and the inability to provide a world-class product were also identified as the most important consequences of the phenomenon of consumer xenocentrism among home appliance consumers.
Keywords
consumer xenocentrism
xenocentrism
attitude product
Consumer animosity

Subjects

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Journal of Advertising and Sales Management
Volume 5, Issue 2 - Serial Number 18
Summer 2024
Pages 223-238