Abstract:
This study aims to investigate of consumer ethnocentrism and its influence on
impulsive buying behaviour.it mainly focuses on the .or#,r-., of milk powder market
in Nuwara-Eliya district. Research tends to assess consumer ethnocentrism and its
influence on impulsive buying behaviour in Nuwara-Eliya district milk powder market.
In this research dependent variables are consumer impulsive buying behaviour,
independent variable is consumer ethnocentrism and moderation variable are consumer
impulsiveness.
Data collected from consumer in Nuwara-Eliya district. A structured questionnaire was
used as the method of data collection. The simple random sampling method was used
to make the sampling framework and quantitati.ve research approach used for this
research study the empirical part of the study is conducted on a sample of 384
consumers in market. The study and the collected data were analyzed by using
descriptive statistics, correlation, and regression analysis.
The findings show that the consumer ethnocentrir-, .onrrr-"r impulsive buying
behaviour and consumer impulsiveness arc at a high level among consumers in the
Nuwara-Eliya district market. Furthermore, the results show that there is a strong
positive relationship between consumer ethnocentrism and consumer impulsive buying
behaviour, there is a strong positive relationship between consumer ethnocentrism and
consumer impulsiveness, there is a strong positive relationship between consumer
impulsive buying behaviour and consumer impulsiveness among consumers in the
Nuwara-Eliya district market. As the third objective, study found that consumer
ethnocentrism positively impacts on the consumer impulsive buying behaviour among
consumers in the Nuwara-Eliya district market. Finally, the results show that there is a
moderation influence of consumer impulsiveness on the relationship between consumer
ethnocentrism and 'consumer impulsive buying behaviour among consumers in
Nuwara-Eliya district market.
