ROLE OF ETHNOCENTRISM AND ITS EFFECT ON PURCHASE DECISIONS
AbstractThe purpose of this study is to investigate development of ethnocentrism and ethnocentric attitudes among consumersin Bosnia and Herzegovina. The concept of ethnocentrism includes two integral components: attitudeand behavior. Ethnocentric attitudes are manifested through the eyes of consumers that their own groups aredominant as compared to the other groups. On the other hand, ethnocentric behavior presents a co-operationwith members of their own group, and the lack of cooperation with members of other groups. For this study relevantquestionnaire was conducted on 100 consumers in Bosnia and Herzegovina but 59 of them responded.Fifty one of them were Bosniaks, four of them were Serbs and four were Croats. Data collected by this questionnairewere future more statistically analyzed. Descriptive statistics was presented and demographic differenceson consumer ethnocentrism were tested with t-test analysis. The research results showed that thereseems to be a certain level of ethnocentrism among consumers in Bosnia and Herzegovina.
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