Ethnocentrism, Country-of-Origin, and Animosity effect among Consumers of Oman

Omani citizens were surveyed to see the effect of ethnocentric tendencies on their attitudes towards purchasing local and imported products. This research attempts to evaluate Omani citizens' perception of local, American, British, and Japanese people and ratings of products manufactured in their countries in influencing preferences to buy. Results indicate that perception of Americans by Omani people is critical in assessing preferences to buy American brands. Omani citizens perceive Americans positively and have a respect for their culture but their government's political and economic actions globally create animosity for America and accordingly rejections to buy American-made products or brands.