The ethnocentrism and perceived risk of mexican consumer

Abstract

80 % of the world’s consumers live in emerging markets and transitional economies, despite which insufficient consumer research has been conducted into these markets, such as Mexico. In response to this, the purpose of this study is to contribute to understanding of Mexican consumers’ behavior, and specifically tries to empirically test the consequences of ethnocentrism on consumers’ perceived risk on European automobiles. This study shows that ethnocentrism increases perceived risk, which is new in the literature, which results interesting due to the current international economic crisis that affect consume and automobiles’ sales.