izpis_h1_title_alt

Poznavanje blagovnih znamk in etnocentrizem porabnikov kot dejavnika nakupnega obnašanja
Damjan, Janez (Author), Vida, Irena (Author)

URLURL - Presentation file, Visit http://www.dlib.si/details/URN:NBN:SI:DOC-L8SRBV2G This link opens in a new window

Abstract
Gospodarstva držav Srednje in Vzhodne Evrope se bojujejo za preživetje ob naraščajoči tuji konkurenci, na nove trge pa vstopa vse več mednarodnih podjetij. Očitno se kaže potreba po boljšem razumevanju obnašanja potrošnikov, saj je novo ekonomsko okolje prineslo globoke spremembe v življenje prebivalcev Srednje in Vzhodne Evrope. Namen te študije je proučevanje etnocentričnih teženj na vzorcu slovenskih potrošnikov in proučitev poznavanja blagovnih znamk kot možnega antecendenta etnocentrizma potrošnikov ter pregled povezav med poznavanjem blagovnih znamk, etnocentrizmom in dejanskimi nakupi domačih oz. tujih izdelkov, ki so na voljotako pod domačimi kot tujimi blagovnimi znamkami. Respondenti v naši študiji so na medkulturno odporni lestvici etnocentrizma, to je t. i. CETSCALE, pokazali dokaj ne-etnocentristična stališča. Rezultati nakazujejo, da potrošniki ali ocenjujejo tuje izdelke na podlagi njihovih lastnosti ali jih vidijo kot boljše, ker so narejeni v tujini. V nasprotju z ugotovitvami predhodnih raziskav na potrošnikih v tradicionalnih tržnih gospodarstvih, se demografske variable niso pokazale kot pomemben dejavnik nagnjenosti k ekonomskemu etnocentrizmu. V zaključku članka je prikazan pomen naših ugotovitev za tržnike v domačem in mednarodnem okolju.

Language:Slovenian
Keywords:trženje, blagovne znamke, etnocentrizem, nakupno obnašanje, potrošniki
Work type:Not categorized (r6)
Tipology:1.01 - Original Scientific Article
Organization:EF - Faculty of Economics
Year:1997
Publisher:Marketing magazin
Number of pages:str. 21-28
Numbering:Let. 1, št. 1
UDC:658.89:159.923
ISSN on article:1408-1652
COBISS.SI-ID:72526592 Link is opened in a new window
Views:897
Downloads:126
Metadata:XML RDF-CHPDL DC-XML DC-RDF
 
Average score:(0 votes)
Your score:Voting is allowed only to logged in users.
:
Share:AddThis
AddThis uses cookies that require your consent. Edit consent...

Record is a part of a journal

Title:Akademija MM
Shortened title:Akad. MM
Publisher:Marketing magazin
ISSN:1408-1652
COBISS.SI-ID:65123840 This link opens in a new window

Secondary language

Language:English
Title:Brand name awareness and consumer ethnocentrism: can they predict consumer purchase behaviour?
Abstract:
As domestic industries in Central and Eastern Europe (CEE) countries try to survive in the face of a soaring competition and as CEE markets continue to attract a number of international marketers, there is a need for a better understanding of onsumer behavior. The purpose of this study was to investigate consumer ethnocentric tendencies on a sample of consumers in Slovenia, to examine consumer brand name familiarity as a possible antecedent of consumer ethnocentrism and to investigate the relationship between brand name familiarity, ethnocentricity and actual purchase behavior of domestic vs. foreign goods within product categories subjected to foreign competition. Using a cross-culturally robust measure of consumer ethnocentric tendencies, the respondents in this study revealed rather non-ethnocentric attitudes. Empirical results confirmed the postulated relationships among consumer ethnocentric tendencies, familiarity with brand names and consumer purchaes decisions for the product categories examined. Contrary to findings of previous research on consumers in long established economies, demographic variables were not found significant in affecting consumer ethnocentric tendencies. Implications for domestic and international marketers are outlined in the conclusions.

Keywords:marketing, brand names, consumer ethnocentrism, purchase behaviour, consumers

Similar documents

Similar works from RUL:
Similar works from other Slovenian collections:

Comments

Leave comment

You have to log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back