Authored By -
Chumi Talukdar
Role of ‘Xenocentrism’ in
attracting Indian audiences
towards foreign TV series
Saumya Shrivastava
Sujit Kumar Sahoo
(K.J.Somaiya Institute of Management
Studies & Research)
Co-Authored By -
Dr. Kiran Sharma
(Asst. Professor in Dept. of Marketing and
International Business, K.J.Somaiya Institute
of Management Studies & Research)
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INTRODUCTION

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OBJECTIVES ▪ To study the influx of foreign TV series which
has become an integral part of entertainment in
daily life of youth in India

▪ To understand consumers’ affinity towards

foreign TV series compared to Indian TV shows

▪ To help Indian production houses understand the

viewing habits and attitudes of the Indian
audiences towards TV shows

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LITERATURE ▪ The thesis titled, ‘Consumer Xenocentrism and
REVIEW Consumer Cosmopolitanism: The development
and validation of scales of constructs
influencing attitudes towards foreign product
consumption’ talks about the various factors that
influence a consumer’s decision while purchasing
a foreign product. The research concentrates on
the favorable orientations & the openness and
tendency of the consumer towards a product from
a foreign country/culture which is different from
the in-group, regardless of the social and
traditional influences.

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LITERATURE ▪ The thesis titled “Favoring Foreigners (Outgroup-
REVIEW bias) : a trust intergroup experiment in Ecuador”
talks about how individual’s level of commitment to
his group and a status difference between groups
may promote out-group bias. Out-group bias or out-
group favoritism is the tendency to treat more
favorably members of another group than your own
group. It is important to study since this cognitive
effect may influence the decision-making process,
generating a competitive disadvantage to local
sources. Here Ecuador, which is a developing country,
has been chosen to find out out-group bias when
facing a developed country.

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LITERATURE ▪ The paper on “Consumer Xenocentrism as
REVIEW Determinant of Foreign Product Preference: A
System Justification Perspective”talks about how
there are certain consumers who are attracted to
foreign products and this phenomenon is explained
using System Justification theory which means that
consumers who are having low status or with social
justification motive are mostly biased towards brands
that reflect power. Simply put, when someone is low
on one aspect they will be likely to substitute it with
an alternative which completes that symbol for them
due to variables like national inferiority and symbolic
value of foreign products.

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 1. H0: While making choices for watching TV series, individuals with
HYPOTHESIS high level of xenocentrism will have less affinity towards foreign shows
H1: While making choices for watching TV series, individuals with high
level of xenocentrism will have more affinity towards foreign shows

2. H0: While making choices for watching TV series, country of origin

doesn’t affect the affinity towards foreign TV shows
H1: While making choices for watching TV series, country of origin
affect the affinity towards foreign TV shows

3. H0: The choice of foreign TV shows is not motivated primarily by the

purpose of self-esteem enhancement.
H1: The choice of foreign TV shows is motivated primarily by the
purpose of self-esteem enhancement.

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 Period of Study : Existing Study
covered two months i.e Dec 2017
RESEARCH to Jan 2018
METHODOLOGY
Sources of Data : Main source of
primary data are students
collected mainly in survey
method through a structured
questionnaire.
Qualitative research like
observations, focus group
discussions amongst students of
KJ SIMSR

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 Sampling Unit : Primary data
RESEARCH collected was from students at
METHODOLOGY educational institutes in Mumbai

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 Sample Size : 201 respondents
RESEARCH in age group of 18-30 years
METHODOLOGY

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 RESEARCH Tools and Techniques of Study:
METHODOLOGY After collection, an in-depth
analysis and interpretations of
various dimensions was carried
out with help of regression,
correlation, factor analysis,
cluster analysis

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 DATA
OBSERVATIONS

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 “
▪ Majority of respondents(58.7%) have only 1 TV set in their household
▪ 68.2% of respondents prefer watching shows/series alone
▪ Most of them prefer watching downloaded contents
▪ Comedy shows/series has evolved as most popular genre amongst this TG
▪ More number of respondents watch foreign TV shows compared to Indian
TV shows
▪ 34.5% respondents are willing to pay a premium to watch foreign series on
OTT
▪ Most popular foreign TV series is Game of Thrones and most popular Indian
TV shows is Taarak Mehta ka Ooltah Chashmah
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DATA ANALYSIS:
FOR
RESPONDENTS
WATCHING ONLY
FOREIGN TV
SHOWS

Popularity, content and quality are highly correlated

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DATA
ANALYSIS:
FOR
RESPONDENTS
WATCHING
ONLY FOREIGN
TV SHOWS

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 Factor Analysis

KMO and Bartlett's Testa

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .697
Bartlett's Test of Sphericity Approx. Chi-Square 469.854

DATA ANALYSIS: df
Sig.
120
.000
FOR a. Based on correlations

RESPONDENTS
WATCHING ONLY KMO Value > 0.5, so the sampling is adequate and hence
factor analysis can be performed
FOREIGN TV
SHOWS
Significance value less than 0.05, factor analysis is useful

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 Factor Analysis

From Rotated Component Matrix Obtained, factors are

defined:

DATA ANALYSIS: Factor 1: Image Conscious

FOR Factor 2: Content Driven
RESPONDENTS Factor 3: Modernism
WATCHING ONLY
FOREIGN TV
SHOWS

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 Cluster Analysis

DATA ANALYSIS:
FOR
RESPONDENTS
WATCHING ONLY
FOREIGN TV
SHOWS

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 Cluster Analysis

Cluster 1- Attracted to foreign Shows

• Majority of them watch it alone

DATA ANALYSIS: • Recommended by friends
FOR • Most of the content is viewed on digital platforms or by
RESPONDENTS downloading content
WATCHING ONLY • Age group is 23-26 years
FOREIGN TV
SHOWS

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 Cluster Analysis

Cluster 2- Loyalists

• All males in the age bracket 23-26 years

DATA ANALYSIS: • Recommended by friends
FOR • Most of the content is viewed on digital platforms and
RESPONDENTS through downloaded content
WATCHING ONLY • Been watching shows for more than 3 years now
FOREIGN TV
SHOWS

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 Cluster Analysis

Cluster 3- Quality Conscious

• Biggest cluster
DATA ANALYSIS: • Trialists
FOR • Recommended by friends
RESPONDENTS • Most of the content is viewed on digital platforms or by
WATCHING ONLY downloading content
FOREIGN TV
SHOWS

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 Correlation

Highly correlated attributes are those which go with

factors like social group, social status, fear of missing
out, self esteem, curiosity to know about foreign culture
DATA ANALYSIS:
FOR
RESPONDENTS
WHO WATCH
BOTH FOREIGN
AND INDIAN TV
SHOWS

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 Factor Analysis

DATA ANALYSIS:
FOR
RESPONDENTS
WHO WATCH KMO value > 0.5, so the sampling is adequate and hence
factor analysis can be performed
BOTH FOREIGN
AND INDIAN TV
Significance value less than 0.05, factor analysis is useful
SHOWS

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 Factor Analysis

Factor 1: Standout in the crowd

Factor 2: Content savvy
DATA ANALYSIS: Factor 3: Explorer
FOR
RESPONDENTS
WHO WATCH
BOTH FOREIGN
AND INDIAN TV
SHOWS

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RESULTS There is a clear section of respondents who show
some signs of xenocentrism

There is another clear section for whom country

of origin is not a matter of consideration while
watching a particular show or series

As most of the HH have 1 TV set, digital

platforms have evolved as a primary source of
entertainment

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CONCLUSIONS

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 MANAGERIAL • Segmentation is the key of success for any TV shows.
So for those not willing to switch from their current
IMPLICATIONS favourite shows, TV producers, production houses
should focus on their preferences and attributes such
as story line, visuals, characters etc

• Most of the Indian TV shows revolve around the

aspect of domestic values and traditions, whereas
majority of respondents have rated modernity as a
attribute they are highly seeking

• Since Country of Origin doesn’t play any major role in

choice regarding TV shows & series, so more focus
should be given to content and quality at par with
foreign TV shows
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LIMITATIONS • The data has been only taken for a period of two
months (Dec’17 – Jan’18) for analysis and
interpretations

• The present study has been restricted only in

educational institutes in Mumbai, so it is very difficult
to generalise the findings of the study

• The sample for the study is primarily hostelites, and

hence the choices for shows/series are limited to
recommendations from friends

• Limitations of statistical techniques

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FUTURE • Sample size can be spread across geographies (Tier 2
and other metros)
SCOPE
• Age group can include more younger
audiences(below 20 years)

• Research can include more attributes inclined

towards behavioural aspects of individuals

• Sentiment analysis and text mining could be used to

understand the affective aspect of individuals

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 • Consumer Xenocentrism and consumer cosmopolitanism : The development
and validation of scales of constructs influencing attitudes towards foreign
KEY product consumption

REFERENCES • Effects of Brand Local/Non-Local Origin on Consumer Attitudes in Developing

Countries Consumer xenocentrism as Determinant of foreign product
preference : A system justification perspective

• Effects of Brand Local/Non-Local Origin on Consumer Attitudes in Developing

Countries - Rajeev Batra, Venkatram Ramaswamy, Dana L. Alden, Jan-
Benedict E. M. Steenkamp, S. Ramachander

• Favoring Foreigners (Outgroup-bias): a trust intergroup experiment in

Ecuador – Santiago Martin Ramirez Chiriboga

• Here, there & everywhere: a study of consumer centrism – Melvin Price, Mark
A.P. Davies, Mark Cleveland, Dayananda Palihawadana

• Consumer xenocentrism in China : an exploratory study – Rene Dentiste

Mueller, George Xun Wang, Guoli Liu, Charles Chi Cui,

• Consumer ethnocentrism vs consumer xenocentrism – An attempt to identify

the anatomy of the phenomenon – Andrjez Szromnik

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THANK YOU!

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