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.

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The concept that the local brands are considered better because they are local refers to ethnocentrism, which is a belief that one's own culture or country is superior to others. The beverage company failed to account for this factor in its planning process, which resulted in sluggish sales despite the quality and pricing of its products.

A Beverage Company Entered a New Market in Which It