Özet:

Purpose- Ethnocentrism in consumers plays an vital role in predicting user behavior when deciding between imported and domestic goods. This research works tries to identify the consumer ethnocentrism of consumers in Myanmar textile market. The specific objectives of this study are to examine the consumer ethnocentrism of consumers in Myanmar textile market and to investigate the effect of consumer ethnocentrism on purchase intention of consumers in Myanmar textile market. Methodology- The study area was Myanmar market. The selected sample size was 386 consumers who have buying experiences for local textile clothes. The convince sampling method used in this study. The research instrument used as survey questionnaire for collect the data. The structure questionnaire was used for this study. There were three parts in questionnaire- the first one demographic section and the last is consumer ethnocentrism scale. According to the CEESCALE model, consumer ethnocentrism scale was 19 items for all variables. Purchase intention has 5 items. 5 points Likert scale questions types used for measure the consumer ethnocentrism and purchase intention. Descriptive analysis and multiple linear regression method were used in this study in order to analyze the collected data. Moreover, reliability analysis was used for analyze the reliable of collected data under each variable. Findings- This study found that insecurity, habituation and prosociality have strongly significant effect on purchase intention of consumers in Myanmar textile market. In addition, the mean value of purchase intention 3.8 that above the natural scale and nearly reach to the agree statement. Conclusion- After analyze the collected data this study determined that consumer ethnocentrism affect consumers' purchase intentions. By measuring the consumer ethnocentric tendencies managers can create a database that will be fruitfully incorporated into marketing strategy development. This study concluded that CEESCALE model is a tool for verify the interesting results in other developing countries. The managerial implications and suggestions of the research are discussed in detail.

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