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Local vs. Foreign Made:
Are Malaysians Ethnocentric?
-- Jamil Bojei, Siti Normah Awang Tuah,
Aryaty Alwie and Maisarah Ahmad
The purpose of this study is to examine the effect of consumer ethnocentrism on attitudes toward
foreign products among consumers in Malaysia. Self-administered questionnaires were developed and
distributed based on convenient sampling. Measures were adopted from previous literatures. The higher the
consumer ethnocentric tendencies are, the more reluctant they are to purchase foreign products. Consumers who
are high in ethnocentric tendencies show less sense of global openness. This study contributes towards the
consumer ethnocentrism literature as the findings did concur with findings from western samples. As reflected in
the Malaysian consumers' sample, strong ethnocentric sense was accounted for but traded off by the lack of
sense of global openness.
© 2010 IUP. All Rights Reserved.
A Study of Identifying the Emotional Competence
of Indian Salespeople
-- Sandeep Vij, Ritika Sharma and
Manoj Kumar Sharma
In this study, the domain specific framework developed by Verbeke et al. (2004) has been applied to identify
the dimensionality of Emotional Competence (EC) skills of Indian salespeople. An effort has been made to
identify the EC proficiencies of salespeople of India. A random sample of 480 salespeople (120 each from
insurance, automobile, pharmaceutical and telecom industries) was selected from different companies. The sample
was drawn from northern states like Punjab, Himachal Pradesh and National Capital Region of New Delhi.
After scrutinizing the filled questionnaires, responses of 400 salespeople (100 each from respective industries)
were finally selected for the analysis. Six emotional competence proficiencies have been found, which represent the
EC skills of the Indian salespeople. These proficiencies are—Ironic Perspective, Authentic Dealing, Empathy
with Customers, Emotional Acceptability, Ethical Emotional Flexibility and Self Presentations. Findings are
similar to the results of studies conducted in other countries.
© 2010 IUP. All Rights Reserved.
A Study of Market Share and Factors Affecting
the Choice of Cellular Service Provider Among
Young Age Group of Kolkata
-- Debarati Chaterjee and Ishita Chaudhuri
For the last few decades the growth in telecommunication sector in India has gained momentum on
account of joint effort of government and the non-government sectors. This galloping growth is due to the
enormous increase in mobile subscriber base. As general customers, various factors affect our decision while
choosing any particular service provider. So, this paper looks into two major aspects of mobile telephone
industry—the concentration of market share and identifying the most important and the least important factors
affecting choice of a service provider with the help of tools like Herfindahl Index (HHI), ANOVA and Rank
Score Analysis. The results denote that the young users' market is highly concentrated with Vodafone capturing
the largest portion of the market. The analysis also reveals that the factors like good network coverage and
family friends using the same network are of utmost importance to the customers whereas the offer of free
connection with handset being the least important one.
© 2010 IUP. All Rights Reserved.
Indian Sports Celebrities as Brand Endorsers:
An Analysis Based on `Q' Score Technique
-- Supriyo Patra and Saroj Kumar Datta
In the beginning of the 21st century celebrity endorsement phenomenon is assuming a very significant
role across the world. Leading companies are prepared to go the extra yard to sign celebrities for endorsing
their brand. Sports celebrities are occupying huge amount of advertising space and time in the mass media
and endorsing multiple brands. First, this paper focuses on determining the level of awareness about 20
Indian sports celebrities among the respondents. Secondly, the study is aimed at determining the potential of
the Indian sports celebrities as probable brand endorsers. Finally, a conceptual guideline is provided to
advertisers in selecting the right sports celebrity. The findings of the study clearly pointed out that the Indian
cricket celebrities are enjoying 100% awareness among the respondents. However, when it comes to the
popularity criteria, not just cricketers but other Indian sports celebrities also have the potential to become
successful brand endorser in different mass media.
© 2010 IUP. All Rights Reserved.
BOOK REVIEW
Connect the Dots
Author: Rashmi Bansal
Reviewed by Shailendra Dasari
© 2010 IUP holds the copyright for the review. All Rights Reserved.
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