The application of the SCONET scale in the research of consumer ethnocentrism in Serbia
Primena SCONET skale u istraživanju potrošačkog etnocentrizma u Srbiji
Abstract
The study investigates whether SCONET is a reliable and one-factor scale that can be applied to measure consumer ethnocentrism (CE) in the context of the Serbian market. Additionally, the study investigates whether there is a connection between CE measured by the SCONET scale and consumer intention to buy domestic products. The aim was to investigate the strength of the link between CE and consumer purchasing intentions, i.e. to find out whether the relationships between variables are in line with previous research that involved the application of the popular CETSCALE. The research is based on the works of the authors who point to the shortcomings of CETSCALE and emphasize the need to create a new measuring instrument that would be used to measure CE. The analysis was realized based on the responses of 182 respondents in the survey of consumers in Serbia. Data were collected from the respondents electronically during June 2021. Statistical analyzes that were applied to draw conclusions are exploratory factor analysis and simple regression analysis. In addition, the analysis involves the application of descriptive statistics. The results have showed that the SCONET scale is a reliable and one-factor measuring instrument and that CE, measured by this scale, shows a statistically significant impact on consumer intentions to buy domestic products. The paper expands existing research on CE based on the new SCONET scale and formulates practical guidelines for domestic producers and traders. In accordance with the results, it is possible to create adequate marketing strategies for different categories of consumers, depending on the degree of ethnocentric tendencies.
Apstrakt
Istraživanje se bavi pitanjem da li je SCONET pouzdana i jednofaktorska skala koja se može primeniti za merenje potrošačkog etnocentrizma u kontekstu srpskog tržišta. Pored toga, istraživanje ispituje da li postoji veza između potrošačkog etnocentrizma, merenog SCONET skalom, i namera potrošača da kupuju domaće proizvode. Cilj je bio istražiti snagu veze između potrošačkog etnocentrizma i potrošačkih namera, tj. saznati da li su odnosi između varijabli u skladu sa prethodnim istraživanjima koja su koristila popularnu CET skalu. Istraživanje se oslanja na radove autora koji ukazuju na nedostatke CET skale i naglašavaju potrebu za kreiranjem novog mernog instrumenta koji bi se koristio za merenje potrošačkog etnocentrizma. Analiza je realizovana na osnovu odgovora 182 ispitanika koji su učestvovali u anketi potrošača u Srbiji. Podaci su prikupljeni od ispitanika elektronski tokom juna 2021. godine. Statističke analize koje su primenjene za donošenje zaključaka su eksplorativna faktorska analiza i prosta regresiona analiza. Pored toga, analiza uključuje primenu deskriptivne statistike. Rezultati su pokazali da je SCONET skala pouzdan i jednofaktorski merni instrument i da potrošački etnocentrizam, meren ovom skalom, ima statistički značajan uticaj na potrošačke namere za kupovinom domaćih proizvoda. Rad proširuje postojeća istraživanja o potrošačkom etnocentrizmu na osnovu nove SCONET skale i formuliše praktične smernice za domaće proizvođače i trgovce. U skladu sa rezultatima, moguće je kreirati adekvatne marketinške strategije za različite kategorije potrošača, u zavisnosti od stepena etnocentričnih tendencija.
References
- Acharya, C. and Elliott, G. (2003). Consumer ethnocentrism, perceived product quality and choice – An empirical investigation. Journal of International Consumer Marketing, 15(4), 87-115. https://doi.org/10.1300/J046v15n04_05
- Acikdilli, G., Ziemnowicz, C. and Bahhouth, V. (2018). Consumer ethnocentrism in Turkey: Ours are better than theirs. Journal of International Consumer Marketing, 30(1), 45-57. https://doi.org/10.1080/0896 1530.2017.1361882
- Ahmed, A., Anang, R., Othman, N. and Sambasivan, M. (2013). To purchase or not to purchase US products: Role of religiosity, animosity, and ethnocentrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551-563. https://doi.org/10.1108/JSM-01-2012-0023
- Alsughayir, A. (2013). Consumer ethnocentrism: A review. International Journal of Business and Management Invention, 2(5), 50-54.
- Areiza-Padilla, J. A., Cervera-Taulet, A. and Puertas, M. M. A. (2020). Ethnocentrism at the Coffee Shop Industry: A Study of Starbucks in Developing Countries. Journal of Open Innovation: Technology, Market, and Complexity, 6(4). https://doi.org/10.3390/joitmc6040164
- Asshidin, N. H. N., Abidin, N. and Borhan, H. B. (2016). Perceived quality and emotional value that influence consumer's purchase intention towards American and local products. Procedia Economics and Finance, 35, 639-643. https://doi.org/10.1016/S2212-5671(16)00078-2
- Bakti, I. G. M. Y., Sumaedi, S., Rakhmawati, T., Damayanti, S. and Yarmen, M. (2020). The Model of Domestic Product Quality Syndrome. Sage Open, 10(4), https://doi.org/10.1177/2158244020972359.
- Balabanis, G. and Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32, 80-95. https://doi.org/10.1177/0092070303257644
- Balabanis, G., Diamantopoulos, A., Mueller, R. D. and Melewar, T. C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of international business studies, 32, 157-175. https://doi.org/10.1057/palgrave.jibs.8490943
- Balabanis, G. and Siamagka, N.T. (2017). Inconsistencies in the behavioural effects of consumer ethnocentrism: The role of brand, product category and country of origin. International Marketing Review, 34(2), 166-182. https://doi.org/10.1108/IMR-03-2015-0057
- Baughn, C. C. and Yaprak, A. (1993). Mapping country-of-origin research: Recent developments and emerging avenues. In: N. Papadopoulos and L. A. Heslop (eds.), Product-country images: Impact and role in international marketing (pp. 89-116), New York: Routledge. https://doi.org/10.4324/9781315863931
- Bešlagić, A., Bećirović, D. and Čavalić, A. (2018). Measuring ethnocentric tendencies of consumers in Tuzla Canton. Ekonomski Vjesnik, 31(2), 337-346.
- Chryssochoidis, G., Krystallis, A. and Perreas, P. (2007). Ethnocentric-beliefs and country-of-origin (COO) effect – Impact of country, product and product attributes on Greek consumers’ evaluation of food products. European Journal of Marketing, 41(11/12), 1518-1544. https://doi.org/10.1108/03090560710821288
- Diaz, M., Bernabeu, R., Prieto, A. and Olmeda, M. (2011). Ethnocentrism of wine consumers in Madrid. VIII Congress of Agricultural Economics, Madrid, Spain.
- Ding, Q.S. (2017). Chinese products for Chinese people? Consumer ethnocentrism in China. International Journal of Retail and Distribution Management, 45(5), 550-564. https://doi.org/10.1108/IJRDM-11-2016-0212
- Ejiofor, U. H., Nkamnebe, A. D. and Otika, U. S. (2019). Customers Ethnocentrism and Purchase Intention of Local Wheat Flour: A Study of Bakers In Anambra State, Nigeria. International Journal of Business Marketing and Management, 4(11), 91-105.
- Evanschitzky, H., Wangenheim, F., Woisetschlager, D. and Blut, M. (2008). Consumer ethnocentrism in the German market. International Marketing Review, 25(1), 7-32. https://doi.org/10.1108/02651330810851863
- Fakharmanesh, S. and Mijandehi, R.G. (2013). The purchase of foreign products: the role of brand image, ethnocentrism and animosity: Iran market evidence. Iranian Journal Management Studies, 6(1), 145-160.
- Garmatjuk, K. and Parts, O. (2015). Consumer ethnocentrism in the Estonian skin care products market. Procedia-Social and Behavioral Sciences, 213, 610-615. https://doi.org/10.1016/j.sbspro.2015.11.458
- Gasevic, D., Tomasevic, D. and Vranjes, M. (2017). Key Factors Determining the Ethnocentric Tendencies of Consumers in Serbia. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 22(3), 63-73.
- Gasevic, D., Vranjes, M. and Tomasevic, D. (2019). The influence of consumer lifestyle in the Republic of Serbia on consumer ethnocentrism. Škola biznisa, 2, 78-94. https://doi.org/10.5937/skolbiz2-22136
- Haque, M.M. and Maheshwari, N. (2015). Consumer Ethnocentrism and Influence of Role Model on Generational Cohorts’ Purchase Intentions towards Herbal Products. Asia-Pacific Journal of Management Research and Innovation, 11(4), 305-312. https://doi.org/10.1177/2319510X15609989
- Jiménez-Guerrero, J. F., Gázquez-Abad, J. C. and Linares-Agüera, E. C. (2014). Using standard CETSCALE and other adapted versions of the scale for measuring consumers’ ethnocentric tendencies: An analysis of dimensionality. BRQ Business Research Quarterly, 17(3), 174-190. https://doi.org/10.1016/j. cede.2013.06.003
- Josiassen, A., Assaf, A. and Karpen, I. (2011). Consumer Ethnocentrism and Willingness To Buy: Analyzing the role of three demographic consumer characteristics. International Marketing Review, 28(6), 627-646. https://doi.org/10.1108/02651331111181448
- Karoui, S. and Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25(2), 63-71.https://doi.org/10.1016/j. iedeen.2019.04.002
- Khan, M.N. and Rizvi, S.R. (2010). Consumer ethnocentrism: Validating the CETSCALE in India. IMS Manthan, 5(1), 29-89.
- Kragulj, D., Parezanin, M. and Miladinovic, S. (2017). Consumer ethnocentrism in transitional economies: Evidence from Serbia. Sociološki pregled, 51(1), 59-79. https://doi.org/10.5937/socpreg1701059K
- Krishnakumar, P. (1974). An exploratory study of the influence of country of origin on the product images of persons from selected countries (Doctoral dissertation). University of Florida, Gainesville.
- Kwak, N. and Radler, B. (2002). A comparison between mail and web surveys: Response pattern, respondent profile, and data quality. Journal of official statistics, 18(2), 257-273.
- Laksamana, P. (2016). The Influence of Consumer Ethnocentrism, Perceived Value and Brand Credibility on Purchase Intention: Evidence from Indonesia's Banking Industry. Journal of Marketing Management, 4(2), 92-99.
- Lindquist, J. D., Vida, I., Plank, R. E. and Fairhurst, A. (2001). The modified CETSCALE: validity tests in the Czech Republic, Hungary, and Poland. International Business Review, 10(5), 505-516. https://doi.org/10.1016/S0969-5931(01)00030-0
- Luque-Martínez, T., Ibáñez-Zapata, J.A. and Barrio-García, S. (2000). Measurement of consumer ethnocentrism – An assessment of the reliability and validity of the CETSCALE in Spain. European Journal of Marketing, 34(11/12), 1353-1374. https://doi.org/10.1108/03090560010348498
- Maina, S.M. (2016). Consumer Ethnocentrism, Demographic Characteristics and Willingness to Buy Commercial Banking Services in Kenya. European Scientific Journal, 12(25), 306-322. https://doi.org/10.19044/esj.2016.v12n25p306
- Maison, D., Ardi, R., Yulianto, J. E. and Rembulan, C. L. (2018). How consumer ethnocentrism can predict consumer preferences – construction and validation of the SCONET scale. Polish Psychological Bulletin, 49(3), 365-374. http://dx.doi.org/10.24425/119504
- Maison, D. and Maliszewski, N. (2016). “Worse but Ours,” or “Better but Theirs?”–The Role of Implicit Consumer Ethnocentrism (ICE) in Product Preference. Frontiers in psychology, 7. https://doi.org/10.3389/fpsyg.2016.01830
- Makanyeza, C. and Du Toit, F. (2016). Measuring Consumer Ethnocentrism: An Assessment of Reliability, Validity and Dimensionality of the CETSCALE in a Developing Market. Journal of African Business, 17(2), 188-208. https://doi.org/10.10 80/15228916.2016.1138270
- Makanyeza, C. and Du Toit, F. (2017). Consumer ethnocentrism in developing countries: Application of a model in Zimbabwe. Acta Commercii – Independent Research Journal in the Management Sciences, 17(1), 1-9. http://dx.doi.org/10.4102/ac.v17i1.481
- Marinković, V. (2017). Effects of animosity towards the European Union and patriotism on consumer ethnocentrism of citizens of the Republic of Serbia. Economic Horizons, 19(1), 3-15. https://doi.org/10.5937/ekonhor1701003M
- Marinković, V., Stanišić, N. and Kostić, M. (2011). Consumer Ethnocentrism of the Citizens of Serbia. Sociology, 53(1), 43-58. https://doi.org/10.2298/SOC1101043M
- Muhamad, N. and Razak, R. C. (2004). Consumer Ethnocentrism: The relationship with domestic products evaluation and buying preferences. International Journal of Management Studies, 11, 29-44.
- Nijssen, S., Douglas, P. and Bressers, P. (1999). Attitudes towards the Purchase of Foreign Products. International Marketing Review, 18(4), 621-642.
- Nunnally, J.C. (1978). Introduction to Psychological Measurement. New York: McGraw Hill.
- Orth, U. and Firbasová, Z. (2003). The role of consumer ethnocentrism in food product evaluation, Agribusiness, 19(2), 137-153. https://doi.org/10.1002/agr.10051
- Quang, N. N., DinhChien, T. and Long, N. H. (2017). The effects of consumer ethnocentrism and consumer animosity on the willingness to buy with the mediating role of products judgments: Children's food case. Advances in Economics and Business, 5(8), 466-475. https://doi.org/10.13189/aeb.2017.050805
- Rakić, M., Rakić, B. and Stanojević, L. (2018). Consumer Ethnocentrism–Marketing Challenge for Companies: The Case of Serbia. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(3), 81-92.
- Renko, N., Crnjak-Karanovic, B. and Matic, M. (2012). Influence of consumer ethnocentrism on purchase intentions: Case of Croatia. Ekonomska misao i praksa, 21(2), 529-544.
- Shimp, T.A. and Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289. https://doi.org/10.2307/3151638
- Shoham, A. and Brenčić, M. M. (2003). Consumer ethnocentrism, attitudes and purchase behaviour: an Israeli study. Journal of International Consumer Marketing, 15(4), 67-86. https://doi.org/10.1300/J046v15n04_04
- Siamagka, N.T. and Balabanis, (2015). Revisiting consumer ethnocentrism. Review, Reconceptualisation, and empirical testing. Journal of International Marketing, 23(3), 66-86. https://doi.org/10.1509/jim.14.0085
- Singer, E., van Hoewyk, J. and Maher, M.P. (2000). Experiments with incentives in telephone surveys. Public Opinion Quarterly, 64(2), 171-188.
- Supphellen, M. and Rittenburg, T. L. (2001). Consumer ethnocentrism when foreign products are better. Psychology & Marketing, 18(9), 907-927. https://psycnet.apa.org/doi/10.1002/mar.1035
- Vida, I. and Dmitrovic, T. (2001). An empirical analysis of consumer purchasing behaviour in former Yugoslav markets. Economic and business review, 3(3), 191-207.
- Vida, I. and Reardon, J. (2008). Domestic consumption: rational, affective or normative choice?. Journal of Consumer Marketing, 25(1), 34-44. https://doi.org/10.1108/07363760810845390
- Wanninayake, W. and Chovancova, M. (2012). Consumer ethnocentrism and attitudes towards foreign beer brands: With evidence from the Zlin Region in the Czech Republic. Journal of Competitiveness, 4(2), 3-19. https://doi.org/10.7441/joc.2012.02.01
- Zabkar, V., Arslanagic-Kalajdzic, M., Diamantopoulos, A. and Florack, A. (2017). Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality. Journal of Business Research, 80, 228-235. https://doi.org/10.1016/j.jbusres.2017.06.006
- Zdravković, S. (2021). Country image and consumer ethnocentrism in the context of the formation of consumer attitudes and loyalty towards foreign brands – the moderating effect of cultural intelligence. Marketing, 52(1), 12-22. https://doi.org/10.5937/markt2101012Z
- Zdravković, S., Šapić, S. and Filipović, J. (2020). Analysis of socio-psychological factors of consumer ethnocentrism: the moderating effect of national identity. Marketing, 51(2), 77-87. https://doi.org/10.5937/markt2002077Z
