ROLE OF ETHNOCENTRISM AND ITS EFFECT ON PURCHASE DECISIONS
Abstract
The 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.References
Axelrod, R., & Hammond, R. A. (2003). The evolution of ethnocentric behavior. In Midwest Political Science Convention (pp. 2–30). Retrieved from http://www.humanbiologicaldiversity.com/articles/Axelrod,%20Robert.%20%22The%20Evolution%20of%20Ethnocentric%20Behavior.%22%20Midwest%20Political%20Science%20Convention,%20April%2016,%202003.pdf
Gil-White, F. J. (2002). Is ethnocentrism adaptive? An ethnographic analysis. Retrieved from http://www.ceacb.ucl.ac.uk/cultureclub/files/CC2005-11-22-Gil-White.pdf
Granzin, K. L., & Olsen, J. E. (1998). Americans’ choice of domestic over foreign products: a matter of helping behavior? Journal of Business Research, 43(1), 39–54.
Knezovic, G. (2006). PotroÅ¡aÄki etnocentrizam najizraženiji kod BoÅ¡njaka. Poslovni dnevnik. Retrieved June 3, 2013, from http://www.poslovni.hr/hrvatska/potrosacki-etnocentrizam-najizrazeniji-kod-bosnjaka-18887 Korostelina, K. (2004). The impact of national identity on conflict behavior: comparative analysis of two ethnic minorities in Crimea. International journal of comparative sociology, 45(3-4), 213–230.
LeVine, R. A., & Campbell, D. T. (1972). Ethnocentrism: Theories of conflict, ethnic attitudes, and group behavior. Wiley New York. Retrieved from http://www.getcited.org/pub/101333771 Marinković, V., Kostić, M., & Stanivsić, N. (2011). Potrovsavckietnocentrizam gradjana Srbije. Sociologija, (LIII No 1),43–58.
Rossiter, J. R., & Chan, A. M. (1998). Ethnicity in business and consumer behavior. Journal of Business Research, 42(2),127–134.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of marketing research, 280–289.
Vida, I., & Reardon, J. (2008). Domestic consumption: rational, affective or normative choice? Journal of Consumer Marketing, 25(1), 34–44.
Zihni, R., & Duman, T. (2012). Ethnocentric attitudes among Bosniaks: A study on demographic differences. Retrieved from http://mng.ibu.edu.ba/assets/userfiles/mng/coursematerials/Recep_Zihni.pdf
