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Article
Publication date: 21 August 2021

Shahin Akbarov

This study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the role of…

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Abstract

Purpose

This study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the role of demographic variables as moderators in the relationship between ethnocentric tendencies and purchasing behavior.

Design/methodology/approach

A total of 467 completed questionnaires were obtained through convenience and snowball sampling. Data were analyzed using SPSS-24 and AMOS-23 software: SPSS to conduct the exploratory factor analysis and AMOS for the confirmatory factor analysis. Regression analysis was performed to determine the effect of ethnocentrism on purchasing behaviors; the SPSS process was used to test the moderating effects.

Findings

The consumer ethnocentric tendencies scale was collected in two dimensions: hard ethnocentrism, which influences actual purchasing behavior in five product categories; and soft ethnocentrism, which influences actual purchasing behavior in only two product categories. The results show that the effect of consumer ethnocentrism on purchasing behavior differs across product categories. Further, gender, marital status and personal income moderate this relationship.

Originality/value

Few studies investigate purchasing behavior across several product categories and the literature on consumer ethnocentrism does not address the impact of demographic variables as moderators in consumer behavior. This study contributes to the existing literature in four ways. First, it was conducted in Azerbaijan, a country with specific characteristics. Second, it examines the impact of ethnocentric tendencies on actual purchasing behavior. Third, it examines purchasing behavior in relation to six different product categories. Fourth, the moderating effect of demographic variables was tested.

Details

Journal of Islamic Marketing, vol. 13 no. 4
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 10 April 2017

Mokh Suef, Suparno Suparno and Moses Laksono Singgih

The purpose of this paper is to propose a methodology to use complaints, claims and company innovation as an internal data source of customer needs for product development using…

704

Abstract

Purpose

The purpose of this paper is to propose a methodology to use complaints, claims and company innovation as an internal data source of customer needs for product development using the quality function deployment (QFD)-Kano approach instead of an ordinary customer survey.

Design/methodology/approach

This paper confirms that the customer complaints and claims and company innovations from the internal data source are equivalent to the Kano model’s product attributes. Data were selected from the company’s documents. To investigate the data category, a Kano questionnaire was designed and tested with 100 random respondents. Based on their answers, categories for the quality characteristics were determined and compared with the initial data categories. A second survey using professional customer respondents was conducted to increase the results’ reliability.

Findings

The approach was shown to be effective in employing complaints, claims and innovations as an alternative source of customer needs in the QFD-Kano approach.

Research limitations/implications

It is assumed that companies document their customer complaints and claims, as well as their strategic innovation plans. The complaint and claim data need to be extracted to reveal their quality characteristics. For future research, data extraction using text or data mining may be useful to bridge this gap.

Practical implications

The product development team may ascertain customer needs as duly classified. This voice of the customer is more accurate and requires less time.

Originality/value

The paper may be of value to researchers and practitioners involved in product design and development, since it offers a new source of customer need data obtained internally as an alternative to customer surveys.

Details

The TQM Journal, vol. 29 no. 3
Type: Research Article
ISSN: 1754-2731

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