Research Insights into a Developing Market: Relationship between Financial Confidence and Consumer Ethnocentrism

By Nabarun Ghose and Lajja Shah.

Published by Journal of the World Universities Forum

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The rush to find new developing markets has been incessant in recent years. While many such attempts by organizations have been successful, many have faced numerous insurmountable challenges. Research can provide insights on whether some of these challenges may be politically encouraged and created or whether some other challenges may not be so. One such other challenge could be financial confidence of the potential consumers in developing markets. Economic situations can affect people’s attitudes towards anything foreign and drive ethnocentric tendencies. This presentation will address the research results on the relationship between financial confidence and consumer ethnocentrism in a rapidly developing market – India. The role of universities in increasing financial confidence and reducing consumer ethnocentrism is addressed.

Keywords: Developing Markets, Corporations, Insurmountable Challenges, Research Results, Research, Political, Financial Confidence, Potential Consumers, Economic Situations, Attitudes, Foreign, Drive, Ethnocentric Tendencies, Consumer Ethnocentrism, India, University Role

Journal of the World Universities Forum, Volume 1, Issue 6, pp.71-78. Article: Print (Spiral Bound). Article: Electronic (PDF File; 534.738KB).

Dr. Nabarun Ghose

Professor, Marketing and Business, The University of Findlay, Findlay, Ohio, USA

Dr. Nabarun Ghose, Professor of Marketing and Business at The University of Findlay, Ohio, USA, taught global business and journalism at The University of Findlay, Tiffin University, Xavier University of Louisiana, and at Southern Illinois University at Carbondale (SIUC), USA. He got his Doctor of Business Administration in Marketing from SIUC, his Masters in International Journalism from Baylor University, USA and was the Gold Medalist in his BA in Political Science from Madras University, India, where he was elected to the Student Executive Committee of World University Service. He was a fellow with the National Security Education Program,USA and the Nissan Summer Institute in Strategic Marketing at Northwestern University in Evanston, Illinois,USA. His major interests are in the areas of global business marketing strategy and content analysis of advertising. He received the Richard D. Irwin Award for the Distinguished Paper in Marketing in 1992, the 2006 Wal-Mart ACBSP Great Lakes Council Teaching Excellence Award, and is included in the Who’s Who Among American Teachers 2004 and 2005 for teaching excellence. He has conducted research in USA, Europe, and Asia, published and consulted extensively with private industry and government in the area of international marketing.

Lajja Shah

Graduate Student, Masters of Business Administration, The University of Findlay, Findlay, Ohio, USA

Ms. Lajja Shah is currently doing her Masters of Business Administration at The University of Findlay, Ohio, USA. She got her Bachelor of Commerce from Symbiosis Society’s College of Arts, Commerce and Computer Science, Pune, India. She got her Diploma in Event Management from The National Institute of Event Management, Pune, India. Her major interest is in Market Development. She is conducting research on Ethnocentrism, Country-of-Origin Image and Market Entry Strategies. She is one of only two students who hold a Graduate Research Assistantship in The College of Business at The University of Findlay. Her other interests are Event Management and Adventure Sports. Recently she served as the Manager of the very first The University of Findlay Mens Cricket Team.


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