AN EMPIRICAL STUDY OF THE CONGRUENCE BETWEEN NATIONALISM AND PREFERENCE FOR NATIONAL VERSUS IMPORTED SUBSTITUTE PRODUCTS

LEE ROY MELENDY DUFFUS, Purdue University

Abstract

This dissertation is designed to determine (1) the efficacy of "country of origin" or "source" of a product as the basis for consumer preference ordering when the alternatives are substitute products made in her country and in other countries, and (2) the relationship between nationalism and preference, given the above alternatives. The model used to achieve the individual preference hierarchy is the multi-attributes attitude model. This model reflects the net resolution of an individual's beliefs as to the degree to which brands (from various sources, and product classes) possess relevant attributes, weighted by the importance of each attribute to the individual. Nationalistic groups of subjects are identified by cluster analysis of opinion data. The dimensions of nationalism are determined through factor analysis of the opinions data by group, while the nature of nationalism is adduced from the variables loading heavily on the factors. Discriminant analysis was used to develop a socio-economic profile of the nationalistic consumer, and the linkages between nationalism and preference, and between nationalism and behavior were established using regression as well as contingency tables analyses. The data base consists of socio-economic, readership, opinion, travel, preference and behavioral measures, as well as beliefs and important ratings for eight products. The beliefs concern Jamaica, as well as four countries from which Jamaica is a traditional importer, as sources of different brands of the products. The subject country is Jamaica, and the data were collected from 284 female head of household in Kingston, the capital city. The percent correct predictions of the attitude model varies from 32.7 percent to 36.7 percent, compared to 20 percent expected due to chance. However, the percent correct predictions are lower than in studies where the stimuli was actual brand instead of product/country of origin. This is paticularly so for the extreme positions. The study has demonstrated that groups of individuals exist within the community, and that these clusters exhibit varying levels of nationalistic intensity. Four dimensions of nationalism are identified. These are described as reflecting (1) a societal image. (2) citizenship and belonging, (3) a people image, and (4) a sense of duty and commitment to the nation. The analysis confirms the hypothesized relationship between nationalism and preference, and between nationalism and choice behavior, and suggest that there is compelling plausibility for using nationalism as a basis for international market segmentation.

Degree

Ph.D.

Subject Area

Marketing

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