Antecedents of attitudes towards foreign movies and their effects on viewing behaviour : a case of Hollywood and Bollywood

Abstract

Consumers in developed and developing nations generally prefer products/services made in their home countries for economic, social and ethical reasons, and resist accepting foreign ones. Globalization, however, is fostering a universal culture, reducing such resistance and creating an interest in foreign alternatives. The demand for foreign products/services is emerging as a new phenomenon in some countries, especially in countries with unsuitable domestic alternatives. As the global market expands, understanding consumer behaviour in relation to how consumers evaluate and consume foreign products is becoming paramount, especially in the area of services because of the rapid growth of demand for services in recent times. Although extensive research work has been conducted in this domain, very few studies have focused on foreign services in a developing country. Based on this gap in the literature, the investigated research problem of this study is: What are the determinant factors that influence Bangladeshi consumers' attitudes and intentions towards viewing American and Indian movies and how do these intentions influence their viewing behaviour.

Date of Award	2015
Original language	English