Ethnocentrism, Geocentrism and Polycentrism

                                       Ethnocentrism, Geocentrism and Polycentrism

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Ethnocentrism means judging others based on their cultures and values. Thus, ethnocentric people or cultures will judge other cultures using their culture as the standard. They mostly compare the culture, language, customs and even religion. They reject those whom they have differences with and consequently accept those with whom they are similar (Shimp & Sharma, 1987). Thus, ethnocentrism in marketing refers to the situation where consumers from certain countries (with their specific culture), refuse to accept products from other countries and consequently cultures (Netemeyer, 1991).They may even refer to buying goods from outside cultures as immoral. Purchasing of foreign goods is seen as immoral and incorrect since it flourishes at the expense of domestic jobs and businesses. It also goes a long way in hurting the economy. It is at times viewed simply as an unpatriotic act (Klein, 2002).

Consumer ethnocentrism is thus responsible for the grouping done by consumers to define the categories of the goods deemed okay to be bought. This comes hand in hand with feelings of identity and belonging. For consumers who are not ethnocentric, the purchase of goods is done based on the merit or quality of the product. In a study done by Brodowsky (1998), he noted that consumers who had low ethnocentrism did not evaluate vehicles that were on sale based on their country of origin but on their qualities. Those with high ethnocentrism, however, first noted the country of origin of vehicles with the merits of the vehicles coming second. Thus for marketing in this type of environment, overseas operations of a company or brand are considered to be of little or no importance. The plans for marketing of company products are arranged at home, and research is minimal. Also, no significant product altering modifications are made to the goods. The company should also have the ability to adapt itself to international trends in order to be an effective and relevant global competitor.

Polycentrism refers mainly to the host country’s alignment of its goals and objectives and if those goals and objectives are in line with the product being marketed in the country. International businesses and companies thus believe that the employment of local practices is the most likely to make consumers of that country accept the products. Polycentrism can thus be described by a consumer’s thoughts about entry of foreign goods in local markets. Consumers believe that foreigners should be left alone as long as their products are making profits since they are difficult to understand.

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