Paper Title
NAVIGATING CONSUMER ETHNOCENTRISM: AN EXAMINATION OF DEMOGRAPHIC INFLUENCES IN THE GLOBALIZED ERA

Abstract
Abstract -The main goal of this study is to investigate the impact of demographic variables (age, gender, education and residence) on consumer ethnocentrism. demographic factor plays a significant in order to determine the level of ethnocentrism among Indian consumers. This paper divided into two parts- theoretical part explain the concept of consumer ethnocentrism and relevance in current globalized market. Whereas, empirical part includes response of 100 responded. One-way anova techniques were used for hypothesis testing. The finding suggested that the Indian consumer were ethnocentrism and the demographic variable play significant impact on ethnocentrism. the young female highly educated who live in metropolitan city were ethnocentric. This study benefited both domestic and international businesses in marketing decisions, segment targeting, brand positioning, and advertising etc. Keywords - Consumer Ethnocentrism, Demographic variable (age, gender, education, residence), one-way anova technique