Clustering of customers in the preference of domestic products; Case study of textile industry

Document Type : Research/ Original/ Regular Article

Authors

1 1Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran

2 Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran

Abstract

In the era of globalization, governments are encouraged to reduce trade barriers and provide equal opportunities for domestic and foreign products to enter their markets. In such conditions, improving the preference of domestic products is known as an invisible trade barrier and an alternative to traditional trade barriers. In this study, we cluster the consumers of the textile industry based on ethnocentrism, Xenocentrism, and cosmopolitanism, in order to take a step towards better understanding the consumers of this industry and, as a result, to improve the marketing strategies in this industry. We use the data of Iranians that were participate in online platforms and the sample size was408 people. In this study, 2 clusters were identified among consumers, among which the difference in ethnocentricity was more significant. In the first cluster, who have shown more desire to buy foreign fabrics, the tendency of cosmopolitanism is more than Xenocentrism, and therefore, these people choose more by examining different feature of fabrics. Therefore, domestic fabric manufacturers can be successful in attracting the attention of buyers of this cluster by improving the characteristics of the fabric. In the second cluster, the level of reluctance to buy foreign goods is close to neutral, and this group cannot be considered a staunch supporter of domestic fabric. But according to the percentage of ethno-oriented people in this group, it can be said that these ethno-oriented people are dissatisfied with the domestic fabric. Therefore, it seems that the textile industry should act by relying on nationalistic instincts and at the same time by improving the characteristics of the fabric to attract these people.

Keywords

Main Subjects

References

[1].             Sunil Dutt Trivedi, Archit Vinod Tapar & Pranav Dharmani (2023) A Systematic Literature Review of the Relationship between Consumer Ethnocentrism and Product Evaluation, Journal of International Consumer Marketing, DOI: 10.1080/08961530.2023.2180790
[2].              وزارت صنعت، معدن و تجارت – معاونت طرح و برنامه، برنامه راهبردی وزارت صنعت، معدن و تجارت، 1395.
[3].              ولی پور، پیمان؛ سیاری، مریم. (1399). بررسی تاثیر عنوان برند، آگاهی برند، نگرش برند، شهرت برند روی عملکرد برند در صنایع پوشاک (مورد مطالعه برند ال‌سی‌من). علوم و فناوری نساجی و پوشاک، 9(1), 31-38.
[4].             Verlegh, P. W., & Steenkamp, J. B, A review and meta-analysis of country-of-origin research, Journal of Economic Psychology, 20, 521-546, 1999.
[5].             Shimp, T., & Sharma, S. Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research. 24(3), 280-289, 1987.
[6].             Makrides, A., Kvasova, O., Thrassou, A., Hadjielias, E. and Ferraris, A. (2022), "Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda", International Marketing Review, Vol. 39 No. 5, pp. 1151-1181. https://doi.org/10.1108/IMR-12-2020-0304
[7].              حسن زاده، م، خدادادحسینی، س ح، مشبکی اصفهانی، ا، احمدی، پ، ارائة مقیاسی برای خوشه‌بندی مشتریان در ترجیح محصولات داخلی؛ مورد مطالعه صنعت خودرو، پژوهش‌های مدیریت در ایران، دوره 23، 4، 1398.
[8].             Mueller, Rene D., Amanda J. Broderick, and Eva Kipnis (2009), “Consumer Xenocentrism: An Alternative Explanation for Foreign Product Bias,” Working paper, College and University of Charleston, Charleston, SC.
[9].              ولی پور، پیمان؛ شکارچی، مریم. (1397). بررسی تأثیر شاخصه‌های رنگی البسه بر وفاداری مشتریان با نقش واسطه‌ای شخصیت و وجهه‌ برند (مطالعه موردی: ال سی وایکیکی). علوم و فناوری نساجی و پوشاک، 7(2)، 47-56.
[10].         LAWRENCE STEVEN J. (2012), Consumer Xenocentrism And Consumer Cosmopolitanism: The Development And Validation Of Scales Of Constructs Influencing Attitudes Towards Foreign Product Consumption, Wayne State University ProQuest Dissertations Publishing. 
[11].         Siamagka, N. T., & Balabanis, G. Revisiting consumer ethnocentrism: review, reconceptualization, and empirical testing. Journal of International Marketing, 23(3), 66-86, 2015.
[12].         Riefler, P., Diamantopoulos, A. & Siguaw, J. Cosmopolitan consumers as a target group for segmentation. J Int Bus Stud 43, 285–305 (2012).
[13].          محمدی، وحید؛ ولی پور، پیمان؛ محمدی، حامد. (1394). شناسایی عوامل موثر بر توان رقابت پذیری خوشه های صنعتی صنایع نساجی. علوم و فناوری نساجی و پوشاک، 5(4)، 31-41.
[14].         Caruana, A. The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence & Planning, 14(4), 39-44, 1996.
[15].         Kosterman Rick and Feshbach, Seymour, 1989, Toward a Measure of Patriotic and Nationalistic Attitudes, Political Psychology, Vol. 10, No. 2 , 257-274 .
[16].         Cleveland, M., Laroche, M., & Papadopoulos, N. 2009. Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes, journal of International Marketing, 1 7(1 ): 116-1 46.
[17].         Cvirik, M, Suitability of measuring consumer ethnocentrism based on CETSCALE10 and CETSCALE17 in Slovakia, International Journal of Interdisciplinary in theory and practice ITPB, 24, 2022.

Files

History

  • Receive Date: 22 October 2023
  • Revise Date: 13 February 2024
  • Accept Date: 29 February 2024

Share

How to cite

Statistics