INFLUENCE OF CONSUMER ETHNOCENTRISM ON PURCHASE INTENTIONS: CASE OF CROATIA

In this paper the author examines the effects of consumer ethnocentrism on purchase intentions towards domestic and foreign products, and also provides useful information on marketing implications derived from the obtained results. The purpose of this study is to determine the impact of consumers\u27 ethnocentric tendencies on purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in a developing country such as Croatia. The research instrument was a questionnaire and the data were collected through personal interviews using the representative sample of 1000 respondents. Factor analysis and Spearman correlation coefficient were used to test the research hypothesis. It was determined that consumers\u27 ethnocentric tendencies play a significant role in predicting purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in Croatian market. Results indicate that consumer\u27s ethnocentric tendency positively related to intention to purchase local products and negatively related to products from former Yugoslavia and European Union