Ethnocentrism in purchasing electronic household appliances in the 21st century: in context of Bangladesh

Abstract

In the 21st century the use and demand of electronic household appliances have increased a lot in context of Bangladesh. Few years ago, Bangladeshi people are used to buy only the foreign brands in term of purchasing household appliances. However, the scenario has been changed with the pace of time. Now the local household appliance brands are grab the market more quickly compare to the foreign electronic household appliance brands. Moreover, consumers of Bangladesh are preferring local household appliance brands over the foreign household appliance brands. In this thesis paper I sort out some important factors that are helping the local household appliance brands to get preference over the foreign one. The factors are: cost difference, after sales service, promotional offers, warranty periods, tariff and local labor, distribution network, effective targeting and marketing, employment, contribution to GDP, biasedness towards local products. The main factor which is dragging consumers towards local household brands is the cost factor. Moreover, I have found out by the quantitative analysis that the company should give more priority towards the cost factor to compete with the local brands. Finally, I have provide some recommendation towards the foreign brands to solve this factors and regain the market.