Author(s): Harshada Raut and Chhabi Sinha
The wellness market in India had a paradigm shift in the first two decades of the 21st century. The spiritual leaders had impacted the Indians, by making spirituality as the pathway to enter the market with their wellness products. Also the MNCS were taking a backseat and the indigenous companies were acing the market race. There was a need to analyze this changed behavior of Indian consumer. It was also a need to understand the factors behind the Ethnocentrism. Patriotism, Collectivism, Conservatism, Ethnicity and Xenophobia were some of the identified factors responsible for ethnocentric behavior. To measure the ethnocentrism among consumers CET scale has been used. This is the scale evolved out of enormous studies. It has 17 questions and is linked with various factors mentioned above. This study is carried Wellness sector sample size of 250 respectively has been surveyed. The hypotheses were formulated through literature review and pilot study. The data was analyzed through of SPSS. The structural equation modeling was used to establish the relationships between the independent and dependent variables. From the study it was understood that consumers use indigenous brands more. For the wellness sector the “Ayurveda” contents of the products are liked more. There is a significant impact of Spiritual leaders and Patriotic promotion on them. Also the consumers under surveyed were found to be ethnocentric. It can be said that “Patriotism”, “Collectivism”, “Conservatism Ethnicity” and “Xenophobia” are the factors that make the consumer ethnocentric. Has a significant relationship with consumer purchase and Patriotism is the intermediating factor for this relationship. These ethnocentric consumers show a liking for the “Swadeshi Brands”.