Consumer Ethnocentrism Case Two


ConsumerEthnocentrism Case Two


Toimprove their marketing strategies, it is positive for companies tobe viewed by Americans as foreigners. In relation to the case, it ispositive for Toyotaand Honda to be perceived by the American consumers as foreign brandsof automobiles. This is because the perception gives the consumer thefeeling of buying a foreign brand of automobile. Consumershave different personalities and individual differences that shapetheir preference of products in relation to their country of origin.While some consumers will prefer foreign products, others willvehemently deny any product that has foreign origin or ties.Therefore, manufacturers need to balance the different consumerethnocentrismsthat exist in the market.

Despiteestablishing local plants in America and selling their brands inAmerica, they cannot be viewed as local brands ever by the Americanconsumers. This view is because of original perception that takes thepriority in consumers’ minds as part of the primacy effect thatthey are foreign brands. In the case above, Toyota and Honda find itbeneficial for them to be viewed as foreign because they cannoteasily be considered as local brands. According to Schiffmanet al (2010), marketers cannot change the personality and perceptionto conform to the brands of the company. Therefore, companies likeToyota and Honda can only try to appeal the target consumers or groupof consumers by introducing brands in the way they may attract theirattention.

Therefore,to fully venture into the American market, companies like Toyota andHonda established plants in America so that they can appeal to theother faction of consumers that like domestically produced products.This strategy responds to the concerns of the consumer group thatpossesses the opposite opinion. Even if the personality of theconsumers can change over time, it is important for the companies toestablish strategies that address different personalities ofdifferent consumer groups (Otnes&amp Zayer, 2012).Therefore, any perception by the American consumers’ will befavorable to the marketing strategies of the companies.


Dueto the varying consumer perceptions based on the country of origin, Ibelieve there is a difference in the consumer’s mind a betweena U. S-made Toyota Camry car model and an identical Japanese-madeToyota Camry that is sold in the United States. In reality, theremight be totally no difference between the two models, but consumersperceive the two cars differently, and hence take preferences.

Thedifference in consumer’s mind is because of the factor ofethnocentricdiversitythat affect the perception of a consumer on a set of products basedon origin (Haugtvedtet al, 2012).Typically ethnocentricconsumers will believe that the American-made Toyota Camry is betterthan the Japanese made Camry. On the other hand, the non-ethnocentricconsumers will find no difference between the two car models. In thesame way, consumers who find it prestigious to drive Japanese carswill hold that the Japanese-made Camry is the more superior comparedto the American model.

Thedifferences in the mind of a consumer shape the choice that he or shewill take in regard to the two products. While the Americanethnocentrism may take dominance over the consumer choice, thereality of the products remains the same (Otnes&amp Zayer, 2012).This is because consumers do not consciously make the choices, butfollow their opinions and egocentric views on products. Therefore,companies should anticipate such diversities in the consumerethnocentrism and adopt appropriate strategies to target both sides.


Haugtvedt,C. P., Herr, P., &amp Kardes, F. (2012). Handbookof Consumer Psychology.Sussex FA: Psychology Press

Schiffman,L. G., &amp Kanuk, L. L., &amp Wisenblit, J. (2010). ConsumerBehavior.New York: Prentice Hall

Otnes,C., &amp Zayer, L. T. (2012).Gender, Culture, and Consumer Behavior.New York: Routledge