Abstract
We had asked a specialized group to read an article titled: "Consumer ethnocentrism and attitudes towards domestic and foreign markets" written by John J. Watson and Katrina Wright and summarize it later. The basis of this case study was to investigate the relationship between consumer ethnocentrism and consumer attitudes towards certain products where there is not a domestic alternative available. When referring to consumer ethnocentrism Triandis says that it is what is seen in our culture as being "Natural" and "correct" and what goes on in other cultures as being "unnatural" and "incorrect". So, with regards to the article, the authors are trying to find out whether people will buy foreign products from countries which have a similar culture to their own. This could be anything from an Irish consumer of chocolate buy a Chinese brand of chocolate (whose culture is very different from the Irish Culture) when there is a chocolate bar from England (whose culture is very similar to Ireland's) in the same shop.
