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Marketing
2009, vol. 40, br. 2, str. 97-106
jezik rada: srpski
vrsta rada: pregledni članak

Uticaj etnocentrizma na potrošače u Srbiji
Univerzitet u Beogradu, Ekonomski fakultet

e-adresa: veljkos@ekof.bg.ac.rs

Projekat

Projekat MPNTR: Podsticanje reformi u privredi Srbije - rast, zaposlenost i konkurencija

Sažetak

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.

Ključne reči

etnocentrizam; potrošač; CET skala; Srbija; politika vlade

Reference

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