View article

Purpose–To present a review, analysis and discussion of the relationship of ethnocentrism, lifestyle patterns and buying decisions.

Design/methodology/approach–A traditional exploratory research design is presented with a review of the literature on ethnocentrism, lifestyles, and India. This is followed by a statistical analysis, discussion, and conclusion. Findings–The results identify some of the lifestyle factors among the Indian consumers that had an influence on their ethnocentric tendencies and a relationship with buying decisions.

Practical Implications–This paper describes the concepts related to consumer lifestyle, ethnocentrism and their effect on consumer behavior. These findings provide some implications to marketers who currently operate in or are planning to enter into the Indian market in the near future.

Originality/value–Ethnocentrism and lifestyle analysis has not been a focus of study in foreign markets. This analysis adds to the discussion and amplifies on the factors, variables, as well as issues that are important to understanding market segmentation in a major nation.