Author

  • Azila Sopian

    • Arshad Ayub Graduate Business School (AAGBS), Universiti Teknologi MARA, Malaysia
    • Malaysia

  • Siti Zaleha Sahak

    • Arshad Ayub Graduate Business School (AAGBS), Universiti Teknologi MARA, Malaysia
    • Malaysia

Abstract

In sociology, xenocentrism represents the preference for out-group cultures, norms, and values over the in-group. In marketing, consumer xenocentrism refers to consumers' favoritism for foreign-made products. The findings of previous studies have shown that various factors influence consumer xenocentrism, including the perceived quality of foreign products, the desire for social status, and cultural stereotypes. This paper focuses on the profiles of xenocentric consumers that distinguish them from in-group consumers. Besides demographic differences, socio-psychologically, xenocentric consumers are more open to other cultures and belong to marginalized groups. Understanding the profiles of xenocentric consumers may help marketers of both local and foreign brands segment and approach their target markets innovatively.

Keywords

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How to Cite

Sopian, A., & Sahak, S. Z. (2025). Who are Xenocentric Consumers? A Review of the Demographics and Socio-Psychological Attributes. Information Management and Business Review, 17(3(I)S), 308-314. https://doi.org/10.22610/imbr.v17i3(I)S.4753

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Research Paper

Published in

Vol. 17 No. 3(I)S (2025) Digital Leadership, AI-Assisted Learning & Inclusive Workforce View issue contents

Published

2025-10-14

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