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Impact of Education on Ethnocentrism Level of Urban Households

Author Affiliations

  • 1 PDF, UGC, Himachal Pradesh University, Shimla, INDIA

Int. Res. J. Social Sci., Volume 4, Issue (6), Pages 40-43, June,14 (2015)

Abstract

The factors which affect the level of ethnocentrism in consumers are education, income, enculturation-acculturation and collectivism. It may be because of the difference in socio-economic condition. To study the impact of education on ethnocentrism level of urban household due to Multinational company products consumption a study was conducted. It was exploratory in nature. The locale of the study was the twin cities of Hyderabad and Secunderabad of the State of Andhra Pradesh. The total sample sizes of 300 were selected by using stratified random sampling techniques.100 each belonging to three income categories viz High income group Middle income group, Low income group. Urban homemakers’ educational level and expenditure pattern were positively significantly related to ethnocentrism. With the increase in the information package of multinational company products, product influence on attitude, enculturation – Acculturation etc there was decrease in feeling of ethnocentrism among consumers.

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