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Marketing
2017, vol. 48, br. 4, str. 243-253
jezik rada: srpski
vrsta rada: originalan članak
doi:10.5937/Markt1704243P

Creative Commons License 4.0
Ispitivanje socio-psiholoških faktora potrošačkog etnocentrizma
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresa: pavlovic.g90@gmail.com, jokasavic92@gmail.com

Sažetak

Osnovni cilj istraživanja ovog rada jeste utvrđivanje uticaja socio-psiholoških faktora, odnosno patriotizma, nacionalizma, kulturne otvorenosti i animoziteta građana Republike Srbije prema Republici Hrvatskoj na potrošački etnocentrizam. Savremene uslove poslovanja karakterišu učestale promene u ponašanju potrošača. Dejstvo ekonomske krize, pojačana migratorna kretanja, političke tenzije i promene u svetu, kao i učestali socijalni nemiri, ne samo da oživljavaju, već i pojačavaju etnocentrične tendencije potrošača prilikom kupovine proizvoda i usluga. Uvažavajući osnovni cilj ovog rada, realizovano je istraživanje na teritoriji Republike Srbije u toku 2017. godine nad uzorkom od 458 ispitanika. Rezultati istraživanja su pokazali porast nivoa potrošačkog etnocentrizma građana Srbije i statistički značajan uticaj patriotizma, nacionalizma i animoziteta prema Republici Hrvatskoj na potrošački etnocentrizam. Značaj ovog rada ogleda se u konceptualnom okviru istraživačkog modela koji uključuje varijable koje, prema saznanjima autora, ranije nisu ispitivane na teritoriji Republike Srbije.

Ključne reči

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