Abstract:
Consumer national ethnocentrism and consumer perceived value are among significant
influences in willingness to buying behavior. In today's world of globalizing, the
purchasing power of the consumer has increased exponentially. It allows consLtmers
can move away from the local market and to reach the global market. It has increased
the threats of local manufactures. It is also harmful to the economic condition of the
country. In this research study independent variable is consumer national ethnocentrism
and dependent variable is willingness to buy and moderate variable is Consumer
perceived value. Consumer perceived value has two dimensions such as functional
value ofproduct purchase and functional product price.
Thus, this study intends to investigate the level, relationship, and impact of consumer
national ethnocentrism, willingness to buy and consumer perceived value lor
confectionery items in the Nuwara Eliya Town.
In this research study. primary data was collected. A structured questionnaire rvas used
as the method of data collection. The convenience sampling method was used to create
the sampling framework for the study. The quantitative research approach was used.
The data were analyzed using descriptive statistics, correlation, and regression analyses.
The findings indicate good reliability and a high level of consumer national
ethnocentrism on willingness to buy confectionery items consumers in the Nuwara
Eliya Town. Also there is a strong positive relationship between consumer national
ethnocentrism and willingness to buy and consumer perceived value moderates the
relationship between consumer national ethnocentrism and willingness to buy.
Furthermore, consumer national ethnocentrism and perceived value significantly
impact willingness to buy Sri Lankan confectionery items.
