Ispitivanje demografskih faktora potrošačkog etnocentrizma

Goran Z Pavlović

doi:10.5937/skolbiz1-16774

Goran Z Pavlović Doktorand Ekonomskog fakulteta Univerziteta u Kragujevcu

DOI: https://doi.org/10.5937/skolbiz1-16774

Ključne reči: education||, ||obrazovanje, gender||, ||pol, age||, ||starost, income||, ||prihod, consumer ethnocentrism||, ||potrošački etnocentrizam,

Sažetak

Osnovni cilj istraživanja ovog rada jeste utvđivanje uticaja demografskih faktora, odnosno starosti, pola, prihoda i obrazovanja na potrošački etnocentrizam. Koncept potrošačkog etnocentrizma, koji predstavlja stav potrošača da kupuju domaće, ima posebno bitnu ulogu u savremenim uslovima poslovanja, koje karakterišu izražena kompleksnost, nepredvidivost i neizvesnost poslovnog tržišta. Poznavanje uticaja demografskih faktora na kupovne navike potrošača može olakšati proces kreiranja multunacionalne strategije poslovanja i vršenja procesa segmentiranja, targetiranja i pozicioniranja. Imajući u vidu navedeno, realizovano je istraživanje na prostoru Republike Srbije nad uzorkom od 545 ispitanika. Rezultati istraživanja su pokazali da postoji statistički pozitivna veza između starosti i potrošačkog etnocentrizma, negativna veza između prihoda, obrazovanja i potrošačkog etnocentrizma i odsustvo razlike u stepenu potrošačkog etnocentrizma između muškaraca i žena

Biografija autora

Goran Z Pavlović, Doktorand Ekonomskog fakulteta Univerziteta u Kragujevcu

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