The key determinants of consumer ethnocentrism in Bosnia and Herzegovina

Abstract

The area of this research relates to consumer behavior and the effects that the influence of consumer ethnocentrism has on the national economy. Therefore is consumer ethnocentrism, as an attitude of spending and consumption of local products, the subject of this research. The aim is to identify the key determinants of the consumer ethnocentrism phenomenon, in order to explain the habits of consumers in the purchase and consumption of local products. The empirical research found the key determinants that influence the level of consumer ethnocentrism among the citizens of Bosnia and Herzegovina. A questionnaire as a data collection form, was used, so as the Cronbach alpha coefficient to measure the reliability of the CET scale, as well as the analysis of variance. The collected data were analyzed by using SPSS statistical software. The results confirmed recent findings conducted in Bosnia and Herzegovina in this field. It was found that the Bosnian - Herzegovinian ethnocentric consumers and their propensity to purchase local products are defined by promotional activities, frequency of purchases of consumer goods, status in the household, number of household members, the average monthly household income, education level and employment status of the household head.