Title: I am loving it, really? The effect of ethnocentrism, animosity, and service quality on consumer purchase intention in fast food restaurants in India

Authors: Aarti Saini; Satyanarayana Parayitam

Addresses: Department of Commerce, Shaheed Bhagat Singh College, Delhi University, India ' Department of Management and Marketing, Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA, 02747, USA

Abstract: The present study is aimed at examining the extent to which socio-economic psychological variables (ethnocentrism and animosity) and the service quality are associated with purchase intention of consumers in fast-food industry. A conceptual model is developed to examine: 1) the role of gender as a moderator in the relationship between ethnocentrism and purchase intention; 2) service quality as a moderator in the relationship between animosity and purchase intention. Using a structured survey instrument, this paper gathered data from 200 respondents in cosmopolitan city in northern part of India. First psychometric properties of the instrument were tested, and then hierarchical regression was used as a statistical technique for analysing the data. Results show that: 1) ethnocentrism is positively related to purchase intention (which is contrary to the popular belief that ethnocentrism is negatively associated with purchase intention); 2) animosity is negatively related to purchase intention; 3) ethnocentrism is positively related to animosity; 4) gender play a crucial role as a moderator in the relationship between ethnocentrism and purchase intention; 5) service quality mitigates the negative effects of animosity on purchase intention.

Keywords: ethnocentrism; animosity; purchase intention; service quality; India.

DOI: 10.1504/IJMABS.2020.113132

International Journal of Markets and Business Systems, 2020 Vol.4 No.2, pp.164 - 184

Received: 25 Apr 2020
Accepted: 26 Oct 2020
Published online: 19 Feb 2021 *

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