A beverage company entered a new market in which it saw great potential. However, though its products matched those of local competitors in quality and price, sales were sluggish. The company realized that consumers believed that the local brands were better just because they were local. It had failed to account for the _____ of the consumers during the planning process.

A beverage company entered a new market in which it saw great potential. However, though its products matched those of local competitors in quality and price, sales were sluggish. The company realized that consumers believed that the local brands were better just because they were local. It had failed to account for the _____ of the consumers during the planning process.

A beverage company entered a new market in which it saw great potential. However, though its products matched those of local competitors in quality and price, sales were sluggish. The company realized that consumers believed that the local brands were better just because they were local. It had failed to account for the _____ of the consumers during the planning process.



A. demographics

B. ethnocentrism

C. pluralism

D. cultural relativism

E. xenocentrism



Answer: B.


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