Naslov
The impact of consumer ethnocentrism on students

Autori
Rešetar, Marina ; Mihanović, Zoran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 24th CROMAR Congress Marketing theory and practice- building bridges and fostering collaboration / Mihić, Mirela - Split : Ekonomski fakultet Sveučilišta u Splitu, 2015, 165-183

ISBN
978-953-281-067-7

Skup
24th CROMAR Congress Marketing theory and practice- building bridges and fostering collaboration

Mjesto i datum
Split, Hrvatska, 22.10.2015. - 24.10.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
consumer ethnocentrism, students, preferences and intentions of buying

Sažetak
Marketing experts should not ignore the concept of consumer ethnocentirsm and it's impact on customer's purchasing behavior. This study provides a deeper understanding of what consumer ethnocentrism is and how it may affect on companies while doing business in foreign markets. Consumer ethnocentrism refer to the economic consequences of consumer purchasing choices as a result of consumers’ moral and social obligations or their emotional responses. Negative stereotypes and feelings can strongly affect consumers’ moral and social responsibility and thus their final choice to purchase a domestic or a foreign product. This study aims to determine the tendencies of respondents to the consumer ethnocentrism and the differences in the tendency of consumer ethnocentrism with regard to demographic variables of the respodents. Moreover, the objective of the study was to determine the relationship between consumer ethnocentrism and preferences for certain categories of domestic products, as well as the final purchase of the same. The research was conducted on a sample of 253 respondents. Data were collected through a questionnaire. The results have shown a tendency of respondents to the consumer ethnocentrism, while the difference in the tendency to the consumer ethnocentrism witg regard to demographic variables not visible. There is a significant relationship between consumer ethnocentrism and consumers’ preference only for food products and personal hygiene products, and for others there is no relationship. There are no relationship between consumer ethnocentrism and final purchase for all categories of products.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA