Customers Ethnocentrism and Purchase Intention of Local Wheat Flour: A Study of Bakers in Anambra State, Nigeria

Customers Ethnocentrism and Purchase Intention of Local Wheat Flour: A Study of Bakers in Anambra State, Nigeria

Udoka Otika

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Ejiofor Happiness Uloma

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Anayo D. Nkamnebe

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Customers Ethnocentrism and Purchase Intention of Local Wheat Flour: A Study of Bakers in Anambra State, Nigeria

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Abstract

This paper focused on consumer ethnocentrism and purchase intention of home-grown wheat flour among commercial bakers in Nigeria. Despite the improved wheat flour production in Nigeria recently, the majority of wheat flour consumers (commercial bakers) still prefer the foreign-grown wheat flour to the home-grown wheat flour. This preference may not be unconnected to distrust for locally made products in terms of quality. This has raised a germane question of how does ethnocentrism could influence purchase intention of home-grown wheat flour among commercial bakers in Nigeria. In order to fill this gap in literature, this study examined the nexus among consumer ethnocentrism and purchase intention of home-grown wheat flour in Nigeria. Survey research design was adopted and the unit of analysis comprised all registered commercial bakers in Anambra state, Nigeria. Purposive sampling technique was employed and questionnaire was the research instrument.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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How to Cite This Article

Udoka Otika. 2019. \u201cCustomers Ethnocentrism and Purchase Intention of Local Wheat Flour: A Study of Bakers in Anambra State, Nigeria\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E6).

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GJMBR Volume 19 Issue E6

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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 16, 2018
Peer Review Double Blind
Handling Editor
Accepted January 5, 2019
Published January 15, 2019

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November 28, 2019

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