Empirical evidence shows that ethnocentric bias varies in its intensity from country to country (Cleveland et al. 2009) and also from product to product category (Balabanis and Diamantopoulos 2004; ...Cleveland et al. 2009; Verlegh 2007).
It has been suggested that ethnic sentiment is becoming one of the strongest motivations in consumer purchasing behavior in the contemporary marketplace, particularly in economies undergoing major ...reforms such as those in Central and Eastern Europe (CEE). While the consequences of consumer ethnocentric tendencies have been well acknowledged in empirical research, the sources of this phenomenon have yet to be established. The present study inquired into cultural openness and demographic variables as antecedents to consumer ethnocentricity. Theory based propositions were investigated on samples of consumers in four CEE countries. The results revealed relatively low ethnocentric tendencies, which differed significantly across the countries. Furthermore, brand awareness as an indicator of cultural openness, age and gender were all found to be significant determinants of this phenomenon. The paper concludes by providing a platform for further discussion on the role of ethnocentrism research.
The cycle fluctuations of consumer ethnocentrism segmentation have important implications in the enterprises developing marketing strategy. With empirical analysis of mobile phone and computer ...markets, this study demonstrated that the Chinese mainland e-market segmentation based on the consumer ethnocentrism has a seasonal cyclical volatility with 16 months a period, each year in December to reach the peak and reach the trough in March the following year. There is no cycle cyclical volatility in Chinese mainland e-market segmentation. Related enterprises can effectively develop targeted marketing strategies according to the fluctuation cycle.
‘Consumer ethnocentrism’ is defined as consumers’ beliefs about the appropriateness or morality ofpurchasing domestic and foreign-made products. As a consequence of the influx of foodstuffs of ...dubious origininto Hungary and the increasing number of food scandals, demand for Hungarian foodstuffs of reliable originhas increased. Consumers, however, do not necessarily acquire information from the most reliable sources inthe course of purchasing and most of them are not fully aware of what the trademarks featured on the variousproducts mean. Our questionnaire survey sought answers to the questions of how respondents regard Hungarianproducts and what segments can be distinguished from the aspect of their attitudes concerning Hungarianproducts. We distinguished four consumer groups – with the aid of cluster analysis – in terms of the factorsaffecting their choices between Hungarian and imported products when buying foodstuffs, and in terms of theiroverall attitudes to Hungarian products which appears also in the knowledge of origin labelling.
Cilj je ovoga rada utvrditi povezanost demografskih, socio-psiholoških čimbenika i etnocentričnih
tendencija u hrvatskih potrošača, a koji će doprinijeti konceptualizaciji potrošačkog
etnocentričnog ...profila u Hrvatskoj. Istraživanje je provedeno na reprezentativnom uzorku od 1000
ispitanika na području Republike Hrvatske. Podaci prikupljeni anketnim istraživanjem analizirani
su multivarijatnom statističkom metodom kao što je faktorska analiza te analizom varijance
(ANOVA). Rezultati istraživanja su ukazali Uzroci i djelovanja potrošačkog etnocentrizma
mogu biti psihološke, osobne naravi u korelaciji definiranom strukturom socijalnog i društvenog
okruženja. Međutim, navedeni uzroci ne mogu se u potpunosti identificirati, ali se, ovisno o zemlji,
kulturi, vrijednostima, običajima i obrascima ponašanja potrošača mogu pretpostaviti. Stoga,
etnocentrične sklonosti kod potrošača ne razvijaju u izolaciji, nego su dio skupa socio-psiholoških,
gospodarskih, političkih i demografskih utjecaja. Analiza rezultata je ukazala da će potrošač
koji izražava jače etnocentrične tendencije biti osoba starije životne dobi, s niskim stupnjem
obrazovanja i niskim prihodima, visoko religiozan i nezadovoljan životom u Hrvatskoj, neovisno
o spolu ispitanika.
‘Consumer ethnocentrism’ is defined as consumers’ beliefs about the appropriateness or morality of
purchasing domestic and foreign-made products. As a consequence of the influx of foodstuffs of ...dubious origin
into Hungary and the increasing number of food scandals, demand for Hungarian foodstuffs of reliable origin
has increased. Consumers, however, do not necessarily acquire information from the most reliable sources in
the course of purchasing and most of them are not fully aware of what the trademarks featured on the various
products mean. Our questionnaire survey sought answers to the questions of how respondents regard Hungarian
products and what segments can be distinguished from the aspect of their attitudes concerning Hungarian
products. We distinguished four consumer groups – with the aid of cluster analysis – in terms of the factors
affecting their choices between Hungarian and imported products when buying foodstuffs, and in terms of their
overall attitudes to Hungarian products which appears also in the knowledge of origin labelling.
The article examines the impact of product nationality cues on consumer behavior and presents the results of two studies based on large-scale surveys of adult consumers from four countries of the ...South-East Europe: Croatia, Bosnia and Herzegovina, Serbia, and Montenegro. The results indicate that consumer ethnocentrism affects domestic purchase behavior both directly and indirectly through domestic product quality evaluation. Ethnic affiliation of consumers has a direct effect on both consumer ethnocentrism and on domestic purchase behavior. However, the findings on the role of identification to the nation and openness to other cultures as antecedents to consumer ethnocentrism and/or to domestic product quality evaluation were not consistent across countries and across studies, indicating a need for further research on the influence of affective processing mechanisms in consumption. Theoretical and managerial implications of both studies are discussed, together with some recommendations for public policy regarding the support of “buy domestic” campaigns.
U ovom radu autori istražuju utjecaj potrošačkog etnocentrizma na namjeru kupovine domaćih i stranih proizvoda u svrhu pružanja korisnih informacija za potrebe marketinških implikacija, dobivenih ...ovim rezultatima istraživanja. Svrha ovoga istraživanja je utvrditi utjecaj tendencija potrošačkog etnocentrizma na namjeru kupovine hrvatskih proizvoda i proizvoda bivše Jugoslavije i EU-a. Instrument istraživanja bio je anketni upitnik. Podaci za potrebe ovoga istraživanja prikupljeni su metodom osobnog intervjua na reprezentativnom uzorku od 1000 ispitanika u Hrvatskoj. U svrhu testiranja hipoteza koristilo se Faktorskom analizom i Spearmanovim koeficijentom korelacije. Utvrđeno je da je tendencija potrošačkog etnocentrizma značajan prediktor u namjeri kupovine hrvatskih proizvoda i proizvoda bivše Jugoslavije i EU. Rezultati ukazuju da je tendencija potrošačkog etnocentrizma pozitivno povezana s namjerom kupovine domaćih proizvoda, a negativno s namjerom kupovine proizvoda zemalja bivše Jugoslavije i EU-a. Rezultati ovog istraživanja mogu poslužiti kao polazište odlučivanja hrvatskim poduzećima o razvoju poslovanja na domaćem tržištu.
Potrošački etnocentrizam relevantna je tema jer se ne tiče samo konteksta ponašanja potrošača, već i domaćeg gospodarstva i međunarodne trgovine. Ovaj članak ima za cilj istražiti prilagodljivost ...instrumenta za mjerenje potrošačkog etnocentrizma, tzv. CETSCALE, u odabranim zemljama kao što su Filipini, Slovačka i Češka. Kako bi se ispitala prilagodljivost, bilo je potrebno provesti mjerenje potrošačkog etnocentrizma u proučavanim zemljama, zatim ispitati pouzdanost istraživačkog instrumenta, te končano ispitati prilagodljivost istraživačkog instrumenta u pojedinim zemljama. Za mjerenje procjene pouzdanosti, u radu se koristi Cronbachov alfa koeficijent pouzdanosti i item-rest korelacija. Za ispitivanje prilagodljivosti koristi se eksplorativna faktorska analiza. Rezultati ukazuju na potrebu prilagodbe CETSCALE-a kontekstu istraženih zemalja. Nalazi pokazuju da je najveća stopa potrošačkog etnocentrizma utvrđena na Filipinima, niži rezultati pronađeni su u Slovačkoj, a najniži u Češkoj. Pri ispitivanju dimenzionalnosti istraživačkog instrumenta, istraživači su pronašli tri dimenzije u češkoj i filipinskoj verziji te dvije dimenzije u slovačkoj verziji. Stoga se može zaključiti da je u svim ovim slučajevima korišteni instrument višedimenzionalan.
