Maithani, Ayush and Kshitij, . and Rautela, Varad and Kamath, Giridhar B (2018) Impact of consumer animosity on purchase intention of laptops. In: International Conference on Commerce and Pharma Management, 27/09/2018, MAHE, Manipal.

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Abstract

Various scholars have researched on the topic of consumer animosity toward a particular country and its products. Consumer animosity, is defined as the antipathy that some consumers feel toward a certain country in relation to that country’s past or present military, political or economic events and circumstances. This was observed to vary greatly depending on the type of products. In this project, I have explored the Laptop Market in India, and gouge out any already existing animosity of Indian customers towards foreign brands. I decided to follow the procedure of making a questionnaire comprising of 23 questions and handing it out to college students and other employed people, as they are ardent users of laptops. I analysed the responses from the questionnaire using SPSS-IBM software and the results obtained inferred which construct of the three: Consumer animosity, Country of Origin and ethnocentrism affects the purchasing intentions towards Laptops. Also, after the analysis of all the three hypothesis were confirmed and verified. Instead of Laptop Brand names, I have only utilized the Brand’s Country of Origin, and used that as a variable to evaluate if there is any already existing Animosity in Indian Customers towards the following countries.

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