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Škola biznisa
2018, br. 1, str. 39-53
jezik rada: srpski
vrsta rada: izvorni naučni članak
doi:10.5937/skolbiz1-16774

Creative Commons License 4.0
Ispitivanje demografskih faktora potrošačkog etnocentrizma
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresa: pavlovic.g90@gmail.com

Sažetak

Osnovni cilj istraživanja u ovom radu jeste utvđivanje uticaja demografskih faktora, odnosno starosti, pola, prihoda i obrazovanja na potrošački etnocentrizam. Koncept potrošačkog etnocentrizma, koji predstavlja stav potrošača da kupuju domaće proizvode, ima posebno bitnu ulogu u savremenim uslovima poslovanja, koje karakterišu izražena kompleksnost, nepredvidivost i neizvesnost poslovnog tržišta. Poznavanje uticaja demografskih faktora na kupovne navike potrošača može olakšati proces kreiranja multunacionalne strategije poslovanja i vršenja procesa segmentiranja, targetiranja i pozicioniranja. Imajući u vidu navedeno, realizovano je istraživanje u Republici Srbiji na uzorku od 545 ispitanika. Rezultati istraživanja su pokazali da postoji statistički pozitivna veza između starosti i potrošačkog etnocentrizma, negativna veza između prihoda, obrazovanja i potrošačkog etnocentrizma i odsustvo razlike u stepenu potrošačkog etnocentrizma između muškaraca i žena.

Ključne reči

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