Level of consumer ethnocentrism among citizens of rural areas
2007
Zieba, K.
Customer attitude to products, also those coming from other countries, has a significant influence on customers purchasing decisions. Ethnocentric tendencies which can be observed on global market are very interesting subject to be studied from the scientific point of view, as well as for the marketing practice. The main research problem was to define the level of consumer ethnocentrism among respondents, who were chosen from citizens of rural areas. Studies conducted already in Poland showed that the level of consumer ethnocentrism is growing together with the age of consumers and it is connected mainly with purchasing of food. In this paper an attempt of evaluation of ethnocentric attitudes and COO effect of Polish citizens of rural areas was taken on the example of citizens of a village in West-Pomeranian region - Zaton Dolna. The research tasks were to examine the correlations between consumer's ethnocentrism level and some demographic variables. Customers make their own estimation of different groups of products based on their country-of-origin. That is why deciding on the localization of place of production and origin of the stocks is becoming very important for the companies. Another important thing is the knowledge about the stereotypes connected with particular countries and customers attitudes connected with them.
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