Psychological factors influence the behaviour of consumers. Ethnocentrism is one such factor. Consumers who are ethnocentric do not buy products of foreign origin and even share the opinion that buying foreign products would damage their domestic economy and endanger the existence of jobs. Consumer ethnocentric tendencies are subject to socio-psychological, political, economical and demographical factors. As the number of foreign wines in our market is increasing, we should become interested in the degree of ethnocentrism with our consumers. Based on the presuppositions related to ethnocentrism, we divided our respondents into two groups of more and less ethnocentric consumers. We then used statistical analyses and reached a conclusion that gender, age and economic position affect the degree of ethnocentrism, while the level of education does not. Consumer who are less ethnocentric show greater curiosity when buying wine and often buy wine that they are not familiar with. Consumers showing a greater degree of ethnocentrism are more likely to act upon a personal recommendation of their family members and information on aromas and advice of matching wine with food. Less ethnocentric consumers will pay more for a bottle of wine and show a higher degree of objective knowledge compared to consumers showing a higher degree of ethnocentrism.
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