CONSUMER ETHNOCENTRISM: A LITERATURE REVIEW

ILONA CSATARINE DOGI

Abstract


The consumer behaviour was affected by not only physical characteristics of the product but social, cultural and psychological factors. The purpose of the literature review was to present the consumer ethnocentrism. The article presents the development of the concept of consumer ethnocentrism. It provides a comprehensive study about the affecting factors of consumer ethnocentrism such as demographic, socio-psychological, macro environmental factors and different characteristics of the products as well. This shows the attitude towards foreign and domestic products influenced by the consumer ethnocentrism.

Based on the literature we can conclude, that the investigation of the consumer ethnocentrism is very important in both domestic and international levels. In the future, if the purpose is the promotion of domestic products of a country, it will be taken into account, which product properties are affected by etnocentrism. Especially we should really pay attention to the experience and confidence as product properties.


Keywords


etnocentrism; consumer behavior; literature review

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References


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