engleski

CONSUMER ANIMOSITY AND THE INFLUENCE OF DEMOGRAFIC VARIABLE ON GENERAL AND ECONOMIC DIMENSION OF CONSUMER ANIMOSITY

The expansive development of the globalisation of markets has caused a variety of feelings of hostility and/or friendship among consumers toward products of certain countries. By identifying these different feelings, the concept of consumer animosity emerges as a significant variable which impacts on the individual consumer purchase choices. The original concept of animosity is based on the remnants of antipathy toward certain countries which are related to certain military, political or economic events. The consequences of these events are different forms of consumer behaviour that are manifested through the dimensions of animosity as a determining factor in selecting a particular product from specific foreign country. Specifically, development of the concept of consumer animosity has contributed to the better understanding of the complexity of consumer behaviour towards individual products of a certain foreign country, in order to better understand the final consumer purchase decisions. Research instrument was a questionnaire which included statements that measure general and economic dimension of animosity as well as questions of demographic characteristics of respondents. The aim of this paper is to explore the existence of general and economic dimension of animosity among students of the University of Dubrovnik, Department of Economics toward neighbouring countries of former Yugoslavia (Slovenia, Bosnia, Montenegro and Serbia) as well as the connection of these dimensions to the gender variable.

animosity ; consumer ; consumer animosity ; demographic variables

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