Purpose: Main objective of this research paper is to study of purchasing attitude with reference to consumer ethnocentrism in Surat region. Design: This research design is descriptive using a non-probability convenience sampling method. Survey was conducted on a sample of 250 consumers through developing online structured questionnaire. Findings: Majority of consumers are more likely to consider the image of the country of origin when making purchasing decisions. Price, quality, ease of availability, availability of after sales services and previous experience were affecting purchasing decisions. Research limitations/implications: With this study researcher tried to establish a relationship between consumer ethnocentrism attitude and demand for domestic products. Contribution and value-add: This study would enhance consumer ethnocentrism attitude where research on consumer ethnocentrism is still not popular. The research study attempts on the background to develop positive attitude towards domestic goods or “local for vocal” theme in India.