Original scientific paper
THE IMPACT OF DEMOGRAPHIC AND SOCIO-PSYCHOLOGICAL FACTORS ON CONSUMERS ETHNOCENTRIC TENDENCIES IN CROATIA
Matea Matić
Abstract
The purpose of this paper is to determine the impact
of demographic, socio-psychological factors and the
intensity of ethnocentric tendencies among Croatian
consumers that will lead to the conceptualization
of consumers ethnocentric profile in Croatia. The
research was conducted using the questionnaire
method on a sample of 1000 respondents in Croatia.
The results were processed using a multivariate statistic
that is used for the factor and descriptive inferential
statistical analysis. Statistics showed the causes
of consumer ethnocentrism to be psychological,
associated with the structure of consumer’s social
environment which cannot develop in isolation but
as part of a set of socio-psychological, economic,
political and demographic influences. As a result,
consumer’s ethnocentrism cannot be fully identified
only assumed. Consumer’s ethnocentrism will depend
on country, values, customs and behavioral patterns.
The statistical analysis concluded regardless of gender
the consumer who is expressing high ethnocentric
tendencies would be older, less educated, with low
income, highly religious and is dissatisfied with their
life in Croatia.
Keywords
Consumer; Consumer ethnocentrism; Demographic factors; Socio-psychological factors; Cetscale; Ethnocentric tendencies; Consumers ethnocentric profile; Croatia
Hrčak ID:
109109
URI
Publication date:
1.10.2013.
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