ROLE OF ETHNOCENTRISM AND ITS EFFECT ON PURCHASE DECISIONS

Mersid Poturak ()
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Mersid Poturak: 1) International Burch University, Faculty of Economics, Management Department, Sarajevo

Journal Articles, 2013, 17-24

Abstract: The purpose of this study is to investigate development of ethnocentrism and ethnocentric attitudes among consumers in Bosnia and Herzegovina. The concept of ethnocentrism includes two integral components: attitude and behavior. Ethnocentric attitudes are manifested through the eyes of consumers that their own groups are dominant as compared to the other groups. On the other hand, ethnocentric behavior presents a co-operation with members of their own group, and the lack of cooperation with members of other groups. For this study relevant questionnaire was conducted on 100 consumers in Bosnia and Herzegovina but 59 of them responded. Fifty one of them were Bosniaks, four of them were Serbs and four were Croats. Data collected by this questionnaire were future more statistically analyzed. Descriptive statistics was presented and demographic differences on consumer ethnocentrism were tested with t-test analysis. The research results showed that there seems to be a certain level of ethnocentrism among consumers in Bosnia and Herzegovina.

Keywords: Ethnocentrism; Consumer Behavior; Purchase Decisions; Bosnia and Herzegovina (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:cmk:journl:y:2013:p:17-24

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