The Impact of Demographic and Socio-Psychological Factors on Consumers Ethnocentric Tendencies in Croatia

摘要

The purpose of this paper is to determine the impact of demographic, socio-psychological factors and the intensity of ethnocentric tendencies among Croatian consumers that will lead to the conceptualization of consumers ethnocentric profile in Croatia. The research was conducted using the questionnaire method on a sample of 1000 respondents in Croatia. The resultswere processed using a multivariate statistic that is used for the factor and descriptive inferential statistical analysis. Statistics showed the causes of consumer ethnocentrism to be psychological,associated with the structure of consumer’s social environment which cannot develop in isolation but as part of a set of socio-psychological, economic,political and demographic influences. As a result, consumer’s ethnocentrism cannot be fully identified only assumed. Consumer’s ethnocentrism will depend on country, values, customs and behavioral patterns. The statistical analysis concluded regardless of gender the consumer who is expressing high ethnocentric tendencies would be older, less educated, with low income, highly religious and is dissatisfied with their life in Croatia.Sa?etakCilj je ovoga rada utvrditi povezanost demografskih, socio-psiholo?kih?imbenika i etnocentri?nih tendencija u hrvatskih potro?a?a, a koji ?e doprinijeti konceptualizaciji potro?a?kog etnocentri?nog profila u Hrvatskoj. Istra?ivanje je provedeno na reprezentativnom uzorku od 1000 ispitanika napodru?ju Republike Hrvatske. Podaci prikupljeni anketnim istra?ivanjem analizirani su multivarijatnom statisti?kom metodom kao ?to je faktorska analiza te analizom varijance (ANOVA). Rezultati istra?ivanja su ukazali Uzroci i djelovanja potro?a?kog etnocentrizma mogu biti psiholo?ke, osobne naravi u korelaciji definiranom strukturom socijalnog i dru?tvenog okru?enja. Me?utim, navedeni uzroci ne mogu se u potpunosti identificirati, ali se, ovisno o zemlji, kulturi, vrijednostima, obi?ajima i obrascima pona?anja potro?a?a mogu pretpostaviti. Stoga, etnocentri?ne sklonosti kod potro?a?a ne razvijaju u izolaciji, nego su dio skupa socio-psiholo?kih, gospodarskih, politi?kih i demografskih utjecaja. Analiza rezultata je ukazala da ?e potro?a? koji izra?ava ja?e etnocentri?ne tendencije biti osoba starije ?ivotne dobi, s niskim stupnjem obrazovanja i niskim prihodima, visoko religiozan i nezadovoljan ?ivotom u Hrvatskoj, neovisno o spolu ispitanika.