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Consumer Ethnocentrism and Conspicuousness of South African Imports in Mozambique

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Consumer Ethnocentrism and Conspicuousness of South African Imports in Mozambique Consumer Ethnocentrism and Conspicuousness of South African Imports in Mozambique Anna John BSc, MSc, MA A Thesis submitted for the degree of Doctor of Philosophy Dublin City University Business School Supervisor: Dr. Malcolm Brady November 2010 DECLARATION I hereby certify that this material, which I now submit for assessment on the programme of study leading to the award of Doctor of Philosophy is entirely my own work, that I have exercised reasonable care to ensure that the work is original, and does not to the best of my knowledge breach any law of copyright, and has not been taken from the work of other save and to the extent that such work has been cited and acknowledged within the text of my work. Signed: _____________(Candidate) ID No.: 57100047 Date: __________ 1 DEDICATION Dedicated to: Ludmila, Viktor, José and Netinho To the memory of: Anysia Ivanovna, Vera Fyodorovna, Serguei Semyonovich, Pavel Lukich, Chanaze Caetano, Chico Lino, Carlos Caetano, Dr. Clifford, Dr. Socovinho and Dr. Rakitin 2 ACKNOWLEDGEMENTS I would wish to acknowledge everyone who has contributed directly or indirectly to my research and this thesis. First, I would like to thank my supervisor, Dr. Malcolm Brady for his advice, support and belief in this project. I am also grateful to Patrick Flood, Professor of Organizational Bhevaiour at Dublin City University Business School, whose advice and encouragement were important at all stages of this research. I would also like to thank James C. Anderson, The William L. Ford Distinguished Professor of Marketing and Wholesale Distribution and Professor of Behavioural Science in Management at the Kellogg School of Management, Northwestern University in the USA; Mark Shevlin, Professor of Psychology and Statistical Modelling at Psychology Institute of the University of Ulster in the UK; G. David Garson, Professor in the Department of Political Science and Public Administration in College of Humanities and Social Science at North Carolina State University in the USA; Anthony Staines, Professor at the Faculty of Science and Health at Dublin City University, Dr. Liam Tuohey from the School of Computing at Dublin City University, Dr. Eoin O’Malley from the School of Law and Government at Dublin City University and Mr. Gerry Conyngham at Dublin City University Business School for their assistance with the statistical analysis and support during the project. This study has benefited from comments and suggestions of Denise Rousseau, the H. J. Heinz II University Professor of Organizational Behaviour and Public Policy in H. John Heinz II College and the Tepper School of Business at Carnegie Mellon University in the USA; Emmanuel Chéron, Professor at Faculty of Liberal Arts International Business and Economics of Sophia University in Tokyo-Japan; Jaqueline Coyle-Shapiro, Professor of Organizational Behaviour at the London School of Economics and Political Science (LSE) in the UK; Nagarajan Ramamoorthy, Professor of Management at the University of Houston in Victoria in the USA; and Gerard Hodgkinson, Professor of Organizanal Behaviour and Strategic Management at Leeds University Business School in the UK. I would like to acknowledge the financial support provided to this project by Dublin City University Business School. It is difficult to mention the names of all the people in the school who contributed to this study, but the following people were particularly invaluable, Professor David Jacobson, Professor Bernand Pierce, Professor Brian Leavy, Professor Kathy Monks, Professor Colm O’Gorman, Dr. Siobhain McGovern, Dr. Caroline McMullan, Dr. Ciarán Mac an Bhaird, Dr. Anne Sinnott, Dr. Janine Bosak, Dr. John Loonam, Dr. Theo Lynn, Dr. Finian Buckley, Dr. Pierre McDonagh, Visiting Scholar-Professor Dai Jun, Ms. Monica Kelly, Ms. Ursula Baxter, Ms. Clare Balfe, Ms. Amanda Kavanagh, Ms. Rachel Keegan, Ms. Muriel Keegan, Ms. Nichola O’Sullivan, Ms. Bernadette McCulloch, Ms. Debbie Trimble, Ms. Pamela Galvin, 3 Ms. Louise Young, Ms. Helen Coleman, Ms. Ruth Finnegan and Ms. Phil Hughes. In addition, I would wish to thank other post-graduate research students at DCU—Ali J Ahmad, Diana Nadine Bohm, John Brogan, Sarah-Jane Cullinane, Ann-Marie Dunne, Jennifer Farrell, Louise Gorman, Artemisa Jaramilo, Rachel Kidney, Anna Penar- Turner, Sahar Validi, Na Fu, Aamir Chughtai, Thaddeus Mkamwa, David Nyaluke, Mary Levis, Shuo Wang, Jing Liu, Amitabha Chakrabarty and Mei Wu—for making the process of research more colourful. I would wish to express my thanks to my colleagues—Professor Doutor Gonçalves, Dr. Caixote, Dr. Capece, Dr. Kunjenje, Dr. Patrício, Dr. Juvéncio, Dr. Donal Conlon, Dr. Veniça, Dr. Justino, Eng. Macaringue—and friends—Ms. Jane and Mr. Jerry Flood, Mr. Peter and Ms. Ruth Stuart-Thompson, Dr. Kenly Fenio, Dr. Michael Seifu, Luis Consolo, Dr. Tovela and Dr. Massitela, Natasha, Maria Mikhailovna, Irina, Marfushka, Larisa and Elmira—in Africa for their support of this research. Also, I would like to thank Professor Nifontov, Margarita and Cesarina who helped me to collect data for the pilot study of this project; Professor Alexei Matveev from the City University of New York in the USA for his advice and support; Professor Andrew Newman from Salford University and Mr. Markus Wohlfeil from the University of East Anglia in the UK for their recommendations and feedback on my presentations at academic conferences; Professor Simon Siqué from Athabasca University in Canada and Professor John Kuada from Aalborg University in Denmark for many useful suggestions on African aspects of the theme and development of publications from this project; my previous supervisors Professor Vera V. Stepanova from Pomor State University, Professor Serguei Kotelkin and Professor Yuri Blagov from St. Petersburg State University and former colleague Ella Fadeeva from the University of Amsterdam for their encouragement during my studies. Finally, I would like to give my special thanks to Neto, Lucas and Verónica for their belief in this project; as well as to my Russian friend Yulia and to my friends in Ireland: Liam, Vassy, Kieran, and Ms. Nora and her family—Grainne, Brenda, Ms. Alice, Mr. John, Johnny, Linda and Jimmy. 4 TABLE OF CONTENTS DECLARATION..................................................................................................................... 1 DEDICATION......................................................................................................................... 2 ACKNOWLEDGEMENTS ................................................................................................... 3 TABLE OF CONTENTS ....................................................................................................... 5 LIST OF TABLES ................................................................................................................ 11 LIST OF FIGURES .............................................................................................................. 13 LIST OF ABBREVIATIONS AND EXPLANATIONS OF TERMS .............................. 14 ABSTRACT........................................................................................................................... 15 CHAPTER 1: INTRODUCTION........................................................................................ 17 1. PROBLEM STATEMENT AND RESEARCH OBJECTIVE ........................................................ 17 2. RESEARCH PHILOSOPHY ................................................................................................... 26 3. EXPECTED THEORETICAL CONTRIBUTIONS OF THE STUDY............................................ 28 4. EXPECTED PRACTICAL IMPLICATIONS............................................................................. 30 5. ORGANIZATION OF THE DISSERTATION ........................................................................... 33 CHAPTER 2: BACKGROUND OF THE STUDY............................................................ 35 1. INTRODUCTION .................................................................................................................. 35 2. GEOGRAPHIC NOTE ........................................................................................................... 35 3. ETHNIC AND REGIONAL DIVISIONS ................................................................................... 37 4. HISTORICAL DEVELOPMENT............................................................................................. 40 4.1 PRE-COLONIAL PERIOD...................................................................................................... 40 4.2 COLONIZATION.................................................................................................................. 40 4.3 INDEPENDENCE.................................................................................................................. 41 4.4 CIVIL WAR ......................................................................................................................... 42 5. MODERN SOCIO-ECONOMIC SITUATION........................................................................... 43 5.1 REGIONAL DISPARITIES IN SOCIO-ECONOMIC DEVELOPMENT........................................... 44 5.2 GENDER DIFFERENCES IN SOCIO-ECONOMIC SITUATION................................................... 47 6. EMPLOYMENT SITUATION................................................................................................. 47 6.1 EMPLOYED VERSUS UNEMPLOYED MOZAMBICANS .......................................................... 47 5 6.2 GENDER
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