Uticaj etnocentrizma na potrošače u Srbiji
The Impact of Ethnocentrism on Serbian consumers
Apstrakt
Cilj ovog rada je da ispita uticaj potrošačkog etnocentrizma na namere srpskih potrošača u vezi kupovine domaćih proizvoda. Moderni uslovi poslovanja i promene u okruženju nose sa sobom i nove trendove u ponašanju potrošača. Mnogobrojne promene u svim segmentima ekonomije i društva obeležili su poslednjih nekoliko godina u Republici Srbiji. Na promene su naročito uticali: jaka konkurencija iz inostranstva, tranzicija, promenjene vrednosti, otvaranje ekonomije i društva, lokalna kultura ali i globalizacija i čitav niz drugih socio-ekonomskih i psiholoških faktora. Globalizacija tržišta predstavlja ozbiljan izazov, ali i šansu domaćim i inostranim preduzećima. Sve to je uticalo i na diferenciranje ljudi sa aspekta etnocentrizma.
Abstract
The purpose of this paper is to examine the impact of consumer ethnocentrism on the intention to buy local products by Serbian consumers. Modern business trends and market changes are followed by new trends in consumer behaviour. Many changes in all segments of economy and society occurred in last few years in Republic of Serbia. Changes were especially infl uenced by: strong foreign competition, transition, change in values, economy and society liberalization, local culture, and as well by globalization and all other kinds of socio-economic and psychological factors. The globalization of markets presents considerable challenges and opportunities for domestic and international marketers. All these have been infl uencing on people differentiation concerning ethnocentrism.
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