Impact of culture on religiosity, cosmopolitanism and ethnocentrism

Abstract

Purpose

The purpose of this paper is to investigate the impact of culture on religiosity, cosmopolitanism, and ethnocentrism on attitudes towards foreign products, among two religious classes in India.

Design/methodology/approach

Quantitative data analysis was employed to attain the above objective. In order to explore the existence of difference between clothing preferences between two religious classes analysis of variance (ANOVA) was employed. It was employed to analyse the difference between group means. Structural equation modelling (SEM) was employed to test the hypothesized paths. SEM was used separately for both the religious classes to explore the possibility of difference between both of them. Before testing the measurement model confirmatory factor analysis was run to test the cleanliness of the measurement items. Data were analysed in two parts A and B. In part A SEM was employed to test the hypotheses developed and in part B ANOVA was used to test the difference between group means.

Findings

It was found that both the religious classes were significantly different from each other in their apparel preference. It was also found that the Indians were not collectivist as often labelled in a stereotypical way.

Practical implications

The findings of this study would provide useful in-depth knowledge on Indian religious groups for both international and national marketers. The study confirmed that ignoring the diversity of an emerging market and adopting a standardized marketing strategy could prove fatal. It provides better understanding about the cultural diversity and its impact on buying imported products. Such insight should enable marketers, policy makers, and social planners to act more effectively by designing their positioning strategies accordingly.

Originality/value

Some unexpected differences was found in individualism and collectivism dimensions and it was also found that the inter-cultural differences between Hindus and Muslims have changed since the original Hofstede data were collected on Hindu and Muslim dominating countries.

Citation

Deb, M. and Sinha, G. (2015), "Impact of culture on religiosity, cosmopolitanism and ethnocentrism", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 1, pp. 56-72. https://doi.org/10.1108/APJML-12-2014-0173