Ethnocentrism – student opinion research about beer : Final paper

Etnocentrizam je mišljenje u kojem vlastiti način življenja smatramo ispravnim, odnosno smatramo kako je vlastita etnička skupina superiornija od druge skupine, dok potrošački etnocentrizam označava sklonost kojom potrošač preferira domaće proizvode naspram stranih (uvoznih) proizvoda. Glavni cilj ovog rada bio je definirati etnocentrizam, osvrnuti se na kulturno okruženje te u istraživačkom dijelu utvrditi koliko je zapravo studentska populacija etnocentrična prema domaćim proizvodima, u ovom slučaju prema pivu. U istraživačkom dijelu korišten je anketni upitnik, odnosno Google obrazac koji se sastojao od 16 pitanja. Za ispitanike odabrani su studenti Ekonomskog fakulteta u Osijeku, te je ispitano 100 studenata. U anketnom upitniku ispitanici su odgovarali na opća pitanja o spolu, dobi, stupnju obrazovanja, mjesečnim prihodima i mjestu stanovanja, te na pitanja o učestalosti konzumacije piva, vrsti piva te važnosti kvalitete, cijene, dostupnosti, promocije i zemlje podrijetla. Od ispitanika se tražilo i da označe koje pivo konzumiraju kod kuće, a koje vani, u odnosu na podrijetlo, domaće ili strano. Na kraju anketnog upitnika, ispitanici su ocjenjivali kvalitetu, cijenu, dostupnost i promociju domaćih i stranih piva. Rezultati istraživanja pokazuju da je većina ispitanika sklonija kupovini domaćih proizvoda kada se radi o konzumaciji piva kod kuće, dok strana piva konzumiraju većinom kada su vani.Ethnocentrism is opinion which we consider our own type of living correct, respectively we consider our ethnic group superior than other ethnic group, while consumer ethnocentrism means that consumer prefers domestic products more than foreign products. The main aim of this final paper was to define ethnocentrism, to look at its cultural environment and to determine research about how much student population is actually prone to ethnocentrism, respectively to domestic products, in this case about beer. Survey was used in research part, respectively google form which contained 16 questions. One hundred students from Faculty of Economics in Osijek were selected for respondents. In survey, respondents answered general questions like gender, age, level of education, monthly income and place of residence. They also answered about information on the frequency of beer consumption, the type of beer, and the importance of quality, price, availability, promotion and country of origin of beer. Respondents were also questioned to indicate which beers they consume at home and which ones outside, relative to their origin, domestic or foreign. . At the end of the survey, the respondents evaluated the quality, price, availability and promotion of domestic and foreign beers. The results of research conclude that most of respondents buy domestic products when it comes to consuming beer at home, while foreign beer consumes most when they are outside