Analyzing the Relationship of Ethnocentrism, Animosity and Nostalgia on Vietnamese Household Purchasing Decision- A Case Study of Chinese Imported Goods

Abstract

In recent years the relationship between Vietnam and China have been ever increasingly tense due to multiple conflicts and scandals, as well as the dispute over ownership of land. In particular, has garnered the animosity of Vietnamese people towards Chinese products all over media, kick-starting a massive wave of ethnocentric tendency all over the country. Because of these factors, we have decided to take a look into whether or not the newly fanned Animosity, as well as the wave of Ethnocentrism affects how the ordinary Vietnamese people buy household products. Furthermore, the research looks into whether or not Nostalgia is still an effective angle to tackle for marketing strategies within this period. Through the use of multiple means of quantitative and qualitative research methods, being questionnaires, household spending-tracking, and personal interviews, the research has put out quite unexpected results. Ethnocentrism and Animosity seem to no longer affect purchase decisions as much compare to previous studies. Nostalgia is determined to be still an effective marketing strategy that companies should use.