Nkoli Augustina Chendo
The study investigated the ethnocentric tendencies, and its influence on buyer preferences among Nigerian consumers using the Consumer Ethnocentric Tendencies Scale (CETSCALE). The reliability of CETSCALE in the context of Nigeria was also determined. 600 samples were used out of which 546 valid responses were obtained for the descriptive quantitative analysed. The instrument used for data collection was a structured questionnaire with closed questions. The major findings showed that CETSCALE is a reliable instrument for measuring consumer ethnocentric tendencies in Nigeria. More so, Nigerian consumers exhibit a high level ethnocentrism for domestic products.