The Effect Of Consumer Ethnocentrism Tendencies Towards Foreign Manufactured Products And Local Products In The Food Manufacturing Industry In Zimbabwe

ABSTRACT This study sought to investigate the effect of consumer ethnocentrism tendencies towards imports and local products in the food manufacturing industry in Zimbabwe. The research was guided by the following objectives namely: to determine the impact of demographic characteristics on cognition and affect, to examine the influence of product attributes on cognition and affect, to measure Zimbabwean ethnocentric tendencies and to investigate how the local food manufacturing industry can use product attributes to prompt consumers to purchase locally manufactured products. Literature on con…