THE INFLUENCE OF CONSUMER LIFESTYLE IN THE REPUBLIC OF SERBIA ON CONSUMER ETHNOCENTRISM

  • Dragana Lj Gašević Visoka poslovna škola strukovnih studija Novi Sad
  • Marija D Vranješ Visoka poslovna škola strukovnih studija Novi Sad
  • Dragana D Tomašević Visoka poslovna škola strukovnih studija Novi Sad
DOI: https://doi.org/10.5937/skolbiz2-22136
Keywords: consumer ethnocentrism, lifestyle, consumer behavior

Abstract


Ponašanje potrošača determinisano je velikim brojem faktora. Jedan od njih su i etnocentrične tendencije. Etnocentrični potrošači su oni koji radije kupuju domaće proizvode nego proizvode stranog porekla. Kako nisu svi potrošači podjednako etnocentrični, osnovni cilj rada je da se identifikuje pojedinačni i kumulativni uticaj pojedinih komponenti životnog stila ispitanika na potrošački etnocentrizam. Rezultati su pokazali statistički značajan uticaj tri dimenzije životnog stila (karakteristike ličnosti, praktično i racionalno ponašanje prilikom kupovine i modna osvešćenost) na potrošački etnocentrizam ispitanika u Republici Srbiji. Analiza prikupljenih podataka obavljena je primenom faktorske i regresione analize. Rezultati istraživanja pružaju veliki broj značajnih informacija neophodnih za strateško upravljanje i odlučivanje. Pored toga, obezbeđena je i osnova za kreiranje kvalitetnijih strategija nastupa prema pojedinim grupama potrošača, a sve u zavisnosti od stepena njihovog potrošačkog etnocentrizma.

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Published
2020/04/18
Issue
No. 2 (2019): School of Business
Section
Original Scientific Paper
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