摘要：The purpose of this research is to deduce and analyze the ethnocentric inclinations of the Ethiopian consumers for products and services by determining the applicability of Consumer Ethnocentric Tendencies Scale (CETSCALE). This study thoroughly reviews the existing literature on ethnocentrisms. The CETSCALE (Consumer Ethnocentric Tendencies Scale) developed by Shimp and Sharma was adopted to measure the magnitude of ethnocentrism in both the product and service markets. 500 questionnaires were distributed and only 446 questionnaires were found to be useable for the analysis. Before using the CETSCALE as a measure of ethnocentricity, the reliability of the scale was assessed. The information obtained from the sample was analyzed by using SPSS 16.0 statistical package. The result shows that CETSCALE is a reliable instrument to measure the ethnocentric tendencies of Ethiopian consumers. The magnitude of ethnocentrism for the sample population indicated that Ethiopians exhibit moderate ethnocentrism. The analyses of the demographic variables show that women are more ethnocentric than men. However, no significant relationship was found between ethnocentrism, age, income, and educational levels. Further, consumers did not exhibit different levels of ethnocentrism for the product and service markets in Ethiopia. This research study serves as a basis for Ethiopian marketers to understand the ethnocentric levels of their consumers while purchasing both products and services which are constructive to them to develop, design and modify their marketing offers. The study is the first to investigate the ethnocentric levels of consumers for products and services in Ethiopia and also in East Africa. Thus, it makes a significant contribution to the literature.
