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CONSUMER ETHNOCENTRISM IN SOUTH ASIA

An empirical test to measure consumer ethnocentrism in two markets in South Asia, India and Bangladesh, is reported. The well-known measure of ethnocentrism, the CETSCALE (Shimp and Sharma 1987), is applied, its psychometric properties are examined, and the effects of demographics on ethnocentrism are explored, in the Indian and Bangladeshi contexts.