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Original scientific paper

Consumers in Slovenia: values, personality types and consumerist attitudes

Vesna Žabkar orcid id ; Department of Marketing Faculty of Economics, University of Ljubljana
Tomaž Kolar orcid id ; Department of Marketing Faculty of Economics, University of Ljubljana

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The aim of our paper is to investigate the links between terminal and instrumental values, personality types, consumer attitudes and behavior that are relevant to marketing decision-making. The understanding of the personality and values of individual consumers should enable us to predict their preferences and behavior. Our set of consumer attitudes and behavior includes reported peer influence on shopping behavior, consumer ethnocentrism, value shopping and hedonism in shopping. Two multidimensional statistical approaches are considered: a cluster analysis of the individual’s personality and values and a factor analysis of consumer attitudes and behavior. An analysis of data from a representative sample of 1,094 Slovenian consumers (PGM, Valicon, 2007) reveals five clusters: conscientious-non-agreeable consumers differ in their consumer attitudes from extroversive consumers, neurotic-with-low-values, open-with-high-values and agreeable-conscious-non-open consumers. Implications for marketing decision-making and strategy development are considered, together with a possible extension of the study to multiple national groups of consumers from Central and Eastern Europe (CEE).


values, personality types, consumer attitudes, Slovenia

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