Potrošački etnocentrizam u maloprodaji piva i vina

master's thesis

• Title (english): Consumer ethnocentrism in beer and wine retail
• Author: Maja Nujić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Nikola Knego (član povjerenstva)
• Committee member: Sanda Renko (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Cilj rada bio je istražiti tendencije potrošačkog etnocentrizma hrvatskih potrošača te kako se te tendencije ogledaju prilikom kupovine piva i vina. U istraživanju je sudjelovalo 150 punoljetnih ispitanika, a kako bi se dobili općeniti stavovi hrvatskog stanovništva o hrvatskim proizvodima, koristila se CETSCALE ljestvica prilagođena hrvatskom stanovništvu. Tendencije etnocentrizma su se uspoređivale s obzirom na spol, dob, stupanj obrazovanja te osobnih mjesečnih prihoda. Rezultati istraživanja pokazali su da su hrvatski potrošači više etnocentrični tijekom kupovine vina nego tijekom kupovine piva. Nadalje, pokazalo se da su žene više etnocentrične od muškaraca te da su stariji potrošači etnocentričniji od mlađih. S obzirom na stupanj obrazovanja, pokazalo se da su osobe s višim stupnjem obrazovanja etnocentričniji tijekom kupovine vina, dok su osobe sa završenom srednjom školom više etnocentrični tijekom kupovine piva. Uspoređujući tendencije prema osobnim mjesečnim prihodima, osobe sa srednjim i višim osobnim mjesečnim prihodima su etnocentričniji tijekom kupovine vina i piva od osoba s nižim osobnim mjesečnim prihodima.

Abstract (english)

The aim of this paper was to investigate the tendencies of consumer ethnocentrism of Croatian consumers and how these tendencies are reflected in the purchase of beer and wine. The survey involved 150 adult respondents, and in order to obtain general attitudes of the Croatian population about Croatian products, a CETSCALE scale adapted to the Croatian population was used. Tendencies of ethnocentrism were compared with respect to gender, age, level of education, and personal monthly income. The results of the research showed that Croatian consumers are more ethnocentric when buying wine than when buying beer. Furthermore, it turned out that women are more ethnocentric than men and that older consumers are more ethnocentric than younger ones. Given the level of education, it has been shown that people with a higher level of education are more ethnocentric during the purchase of wine, while people with a high school diploma are more ethnocentric during the purchase of beer. Comparing trends towards personal monthly income, people with average and higher personal monthly income are more ethnocentric when buying wine and beer than people with lower personal monthly income.

• Keywords: etnocentrizam; potrošački etnocentrizam; CETSCALE; pivo; vino
• Keywords (english): ethnocentrism; consumer ethnocentrism; CETSCALE; beer; wine
• Language: croatian
• URN:NBN: urn:nbn:hr:148:559186
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-25 09:07:07