Ban on Eruthazhuvuthal’s (Bull Embracing) impact over purchasing foreign soft drinks

Abstract

Marketing researchers are always keen to identify the reasons for choosing/ignoring particular products/brands. In this paper, authors examined how ban on Eruthazhuvuthal (Bull Embracing) raised ethnocentrism and its impact over purchase intention with respect to foreign soft drinks. This study emphasized the importance of ethnocentrism in selecting & ignoring particular products. Contemporary researches have indicated that consumer ethnocentrism is also serving as a major influence on choosing the products. In this study, Consumer characteristics such as patriotism, protectionism and social economic conservatism are analyzed in choosing foreign soft drinks. This study is focused on rise of Tamil peoples’ ethnocentrism due to Eruthazhuvuthal (Bull Embracing) ban and its impact over foreign soft drinks with the students.