prikaz prve stranice dokumenta Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem
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master's thesis
Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem
2017. urn:nbn:hr:145:928271
Cerić, Nina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Cerić, N. (2017). Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:928271

Cerić, Nina. "Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:928271

Cerić, Nina. "Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:928271

Cerić, N. (2017). 'Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:928271

Cerić N. Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:928271

N. Cerić, "Koncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:928271

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Metadata
TitleKoncept potrošačkog etnocentrizma i njegov odnos s demografskim varijablama i stvarnim kupovnim ponašanjem
Title (english)THE CONCEPT OF CONSUMER ETHNOCENTRISM AND ITS RELATION TO DEMOGRAPHIC VARIABLES AND ACTUAL PURCHASE BEHAVIOR
AuthorNina Cerić
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog istraživanja bio je istražiti koncept potrošačkog etnocentrizma te ispitati njegov odnos s određenim demografskim varijablama kao i njegovu povezanost sa stvarnim kupovnim ponašanjem. Istraživanje je provedeno na rezultatima istraživanja tržišta agencije Ipsos Puls, pomoću alata za brand i marketing management BRAND puls, koji omogućuje analizu velikog broja proizvodnih kategorija različitih stranih i domaćih brandova. Od upitničkih čestica originalnog upitnika koje se odnose na potrošački etnocentrizam konstruirana je skala potrošačkog etnocentrizma na temelju koje su rađene daljnje analize na uzorku od ukupno 1425 sudionika iz cijele Republike Hrvatske. Kao pokazatelj stvarnog kupovnog ponašanja korišten je indikator o najčešćem korištenju velikog broja domaćih i stranih brandova iz nekoliko proizvodnih kategorija, dobiven pomoću BRAND pyramid modela odnosa potrošača prema brandu. Rezultati su pokazali da između skupina potrošački etnocentričnih i neetnocentričnih ispitanika nije postojala razlika po spolu, dobi i stupnju obrazovanja, odnosno nisu potvrđeni rezultati ranijih istraživanja prema kojima žene, osobe starije dobi i nižeg stupnja obrazovanja iskazuju višu razinu potrošačkog etnocentrizma. U skladu s pretpostavkom, sudionici koji su iskazivali višu razinu potrošačkog etnocentrizma češće su koristili domaće u odnosu na strane brandove u nekoliko proizvodnih kategorija.
Abstract (english)
The aim of this research is to examine the concept of consumer ethnocentrism and explore its relation to specific demographic variables as well as their connection to actual purchase behavior. The research was conducted based on the results of a market research by the agency Ipsos Puls, using tools for brand and marketing management BRANDpuls that enables an analysis of a great number of foreign and domestic products. Based on questionnaire items targeting consumer ethnocentrism, selected from the original questionnaire, a scale on consumer ethnocentrism was constructed, which served as the basis for further analyses on a reduced sample of 1425 participants coming from the Republic of Croatia. In order to measure actual purchase behaviour, the indicator of the most frequently used great number of domestic and foreign brands from various product categories was used. The results were analysed using the Customer- Based Brand Pyramid Model. The results showed that among groups of consumer ethnocentric and non-ethnocentric participants there were no differences according to gender, age and education level, i.e. previous research results were not corroborated, according to which female participants of older age and a lower level of education showed higher level of consumer ethnocentrism. According to the thesis, the results corroborated that participants, who showed higher levels of ethnocentrism more often used domestic brands in favor of foreign brands in multiple product categories.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:928271
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-11-03 09:37:18