THE EFFECTS OF CONSUMERS CULTURAL SENSITIVITY, ETHNOCENTRISM AND DEMOGRAPHICAL CHARACTERISTICS ON ATTITUDE TOWARD LUXURY FASHION BRANDS IN SRI LANKA :

Abstract

This research study provides a comprehensive understanding of how Consumers' Cultural Sensitivity, Ethnocentrism, and Demographical Characteristics impact consumer attitudes toward luxury fashion brands in Sri Lanka, specifically focusing on the Colombo District. The study also examines how demographic factors such as age, gender and income moderate these relationships, offering insights into consumer segmentation and brand positioning strategies. Based on an extensive literature review, a conceptual framework was developed to investigate the relationships among Cultural Sensitivity, Ethnocentrism, Demographic Characteristics, and Attitude Toward Luxury Fashion Brands. Primary data was collected through a well-structured questionnaire distributed among 384 local consumers using a convenience sampling method. The study employed univariate (descriptive), bivariate (correlation), and multivariate (regression) analyses, along with moderation analysis, to achieve the research objectives. The findings revealed that Cultural Sensitivity and Ethnocentrism significantly influence consumer attitudes toward luxury fashion brands. Consumers with high cultural sensitivity exhibited more favorable attitudes toward luxury brands, while those with high ethnocentric tendencies preferred local brands. Additionally, demographic factors such as age, gendet, and income significantly moderated these relationships, highlighting variations in brand attitudes among consumer segments. The research emphasizes the importance of understanding cultural and demographic influences in the Sri Lankan fashion industry. It provides practical implications for both international luxury brands and local fashion marketers, enabling them to tailor their strategies to match the values, preferences, and identities of diverse consumer groups in an emerging market context. Overall, this study contributes to the existing literature on cross-cultural consumer behavior and luxury branding by examining the combined impact of Cultural Sensitivity, Ethnocentrism, and Demographic Characteristics on consumer attitudes in Sri Lanka's evolving luxury market.