Consumer ethnocentrism amongs governments servants towards buying automobile

The purpose of this study is to determine the consumer patriotism/ethnocentrism towards buying automobile in Kelantan. Consumer ethnocentrism is a marketing concept / construct that measures consumers' prejudice against imports. Consumers who score high on consumer ethnocentrism overestimate domestic products and underestimate imports. The objectives of this study are to determine the factors that influence consumer patriotism in choosing automobile, to determine respondents preferences either international or national brand for their automobile and to identify the patriotism/ ethnocentrism level among the respondents. The researcher employed probability techniques and used primary data (questionnaire) as a way to get feedback from the samples. The data gathered were analyzed by using amos. From the findings, it can be concluded that only two factors that will influence consumer ethnocentrism in buying automobile. There were price and dealer/place. The findings provide insights for manufacturers in automobile industry the opportunity to strategize their existing marketing activities in which turn may influence the consumer purchasing preferences.