APPLYING FACTOR ANALYSIS IN THE CONSUMER ETHNOCENTRISM RESEARCH

  • Dragana Lj Gašević Visoka poslovna škola strukovnih studija Novi Sad
  • Dragoljub Jovičić Visoka poslovna škola strukovnih studija u Novom Sadu
  • Dragana Tomašević Visoka poslovna škola strukovnih studija u Novom Sadu
  • Marija Vranješ Visoka poslovna škola strukvonih studija u Novom Sadu
DOI: https://doi.org/10.5937/skolbiz2-16038

Abstract


Understanding consumer behavior at the current market moment is very important for all companies that strive for achieving competitive advantage. Due to a number of factors that determine their attitudes and intentions in the purchasing process, consumers should be regarded as a very important resource. Having the knowledge of the concept of consumer ethnocentrism is highly important because this concept influences consumers' decision to purchase domestic products before foreign products. In the research of this phenomenon for consumers in Serbia, the method of factor analysis will be applied. The results highlight three factors that explain more than half of the variance of the dependent variable, that is, the three independent variables that determine the level of consumer ethnocentrism.

Author Biographies

Dragana Lj Gašević, Visoka poslovna škola strukovnih studija Novi Sad
Dragoljub Jovičić, Visoka poslovna škola strukovnih studija u Novom Sadu
Dragana Tomašević, Visoka poslovna škola strukovnih studija u Novom Sadu
Marija Vranješ, Visoka poslovna škola strukvonih studija u Novom Sadu
Published
2018/03/28
Issue
No. 2 (2017): Škola biznisa
Section
Original Scientific Paper
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