Analiza komponenti stava u funkciji unapređenja zaštite potrošača u Srbiji
Analysing the Components of Attitude in a Function of Improving Consumer Protection in the Republic of Serbia
Apstrakt
Potrošači predstavljaju polaznu osnovu i fokus svih aktivnosti kompanija koje žele dugoročno da opstanu i profitabilno posluju na tržištu. Međutim, čak i u najrazvijenijim ekonomijama u svetu nemaju sve kompanije svest o značaju društveno odgovornog poslovanja i etičkog marketinga. Stoga postoji potreba da se potrošači institucionalno zaštite od nesavesnog i neetičkog poslovanja kompanija, s jedne strane, ali s druge strane i oni sami moraju biti podsticani da se više angažuju u ostvarivanju i zaštiti svojih prava. Predmet ovog rada jeste analiza komponenti stava potrošača o stepenu zaštite potrošačkih prava u Srbiji, kako bi se došlo do zaključka na koji način se mogu podstaći potrošači da aktivnije učestvuju u zaštiti svojih prava. Cilj rada je da se utvrdi da li su kognitivna, afektivna i bihejvioralna komponenta stava i u kojoj meri međusobno povezane, i da li kognitivna ili afektivna komponenta ima dominantan uticaj na formiranje bihejvioralne komponente stava potrošača. Na osnovu dobijenih rezultata istraživanja o povezanosti i uticaju analiziranih komponenti stava izvedeni su zaključci o tome na koji način se može uticati na nameru potrošača da se više angažuju u zaštiti svojih prava, kao i na koji način se može unaprediti zaštita potrošača u Srbiji generalno posmatrano.
Abstract
Consumers are the starting point and the focus of all activities of companies that want to survive in the long term and do business profitably on the market. However, even in the most developed economies in the world do not have all the companies awareness about the importance of social responsible business and ethical marketing. Therefore there is a need for institutional protection of consumers from unfer and unethical business of companies, on the one hand, but on the other hand, they have to encourage themselves to be more involved in the protection of their rights. The purpose of this paper is the analysis of the components of consumer attitude about the degree of protection of consumer rights in the Republic of Serbia in order to conclude on which way consumers can be encouraged to participate more actively in the exercise of rights. The aim of this study is to determine whether the cognitive, affective and behavioral component of the attitude are intercorelated and to what extent, and whether cognitive or affective component has dominant influence on forming behavioral component of the consumer attitude. Based on the results of the research about the corelation and influence of the analyzed components of the attitude we draw conclusions on which way it can be possible to affect on the consumer intention to be more engaged in its rights protection as well as on which way it can be possible to improve the consumer protection in the Republic of Serbia, generally speaking.
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