Ključne determinante potrošačkog etnocentrizma u Bosni i Hercegovini
The Key Determinants of Consumer Ethnocentrism in Bosnia and Herzegovina
Apstrakt
Područje istraživanja odnosi se na ponašanje potrošača i efekte uticaja potrošačkog etnocentrizma na nacionalnu ekonomiju. Stoga je predmet istraživanja u radu etnocentrizam potrošača kao odnos potrošača prema kupovini i potrošnji domaćih proizvoda. Cilj rada je identifikacija ključnih determinanti fenomena potrošačkog etnocentrizma, kako bi se objasnile navike potrošača u kupovini i potrošnji domaćih proizvoda. Empirijskim istraživanjem utvrđene su ključne determinante koje utiču na stepen potrošačkog etnocentrizma kod građana Bosne i Hercegovine. Korišten je anket-ni upitnik kao obrazac za prikupljanje podataka i Cronbach alfa koeficijent za merenje pouzdanosti skale potrošačkog etnocentrizma, kao i analiza varijanse. Prikupljeni podaci obrađeni su uz pomoć statističkog softvera SPSS – a. Rezultati istraživanja su potvrdili skorije nalaze provedene na području Bosne i Hercegovine iz ove oblasti. Utvrđeno je da su bosanskohercegovački potrošači etnocentrični i da njihovu sklonost ka kupovini domaćih proizvoda određuju promotivne aktivnosti, učestalost kupovine roba široke potrošnje, status u domaćinstvu, broj članova domaćinstva, prosečna mesečna primanja domaćinstva, nivo obrazovanja i radni status nosioca domaćinstva.
Abstract
The area of this research relates to consumer behavior and the effects that the influence of consumer ethnocentrism has on the national economy. Therefore is consumer ethnocentrism, as an attitude of spending and consumption of local products, the subject of this research. The aim is to identify the key determinants of the consumer ethnocentrism phenomenon, in order to explain the habits of consumers in the purchase and consumption of local products. The empirical research found the key determinants that influence the level of consumer ethnocentrism among the citizens of Bosnia and Herzegovina. A questionnaire as a data collection form, was used, so as the Cronbach alpha coefficient to measure the reliability of the CET scale, as well as the analysis of variance. The collected data were analyzed by using SPSS statistical software. The results confirmed recent findings conducted in Bosnia and Herzegovina in this field. It was found that the Bosnian – Herzegovinian ethnocentric consumers and their propensity to purchase local products are defined by promotional activities, frequency of purchases of consumer goods, status in the household, number of household members, the average monthly household income, education level and employment status of the household head.
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