Effects of degree of ethnocentrism on the shopping behaviour of consumers of wine

Psihološki dejavniki so ena izmed skupin dejavnikov, ki vplivajo na vedenje potrošnikov. Med psihološke dejavnike prištevamo tudi etnocentrizem. Etnocentrični potrošniki ne kupujejo izdelkov tujega izvora, menijo celo, da z nakupom izdelka iz druge države povzročajo škodo domači industriji in posledično obstoju delovnih mest. Na potrošnikovo etnocentrično tendenco vplivajo socio-psihološki, politični, ekonomski in demografski dejavniki. Na naš trg prodira vse več tujih vin, zato je prav, da se začnemo zanimati za stopnjo etnocentričnosti pri naših potrošnikih. Naše anketirance smo preko konstrukta vezanega na etnocentrizem, razdelili v bolj in manj etnocentrični skupini. Nato smo preko statističnih analiz prišli do sklepov da spol, starost in gmotni položaj vplivajo na stopnjo etnocentričnosti, medtem ko izobrazbena stopnja nanjo ne vpliva. Manj etnocentrični potrošniki so veliko bolj radovedni pri nakupu vina in velikokrat kupijo vino, ki ga še ne poznajo. Bolj etnocentrični potrošniki v večji meri zaupajo osebnemu priporočilu družinskih članov in se bolj poslužujejo informacij o aromah in priporočilom o ujemanju vina s hrano. Manj etnocentrični potrošniki so pripravljeni odšteti več za steklenico vina in imajo veliko več objektivnega znanja, kot bolj etnocentrični potrošniki.Psychological factors influence the behaviour of consumers. Ethnocentrism is one such factor. Consumers who are ethnocentric do not buy products of foreign origin and even share the opinion that buying foreign products would damage their domestic economy and endanger the existence of jobs. Consumer ethnocentric tendencies are subject to socio-psychological, political, economical and demographical factors. As the number of foreign wines in our market is increasing, we should become interested in the degree of ethnocentrism with our consumers. Based on the presuppositions related to ethnocentrism, we divided our respondents into two groups of more and less ethnocentric consumers. We then used statistical analyses and reached a conclusion that gender, age and economic position affect the degree of ethnocentrism, while the level of education does not. Consumer who are less ethnocentric show greater curiosity when buying wine and often buy wine that they are not familiar with. Consumers showing a greater degree of ethnocentrism are more likely to act upon a personal recommendation of their family members and information on aromas and advice of matching wine with food. Less ethnocentric consumers will pay more for a bottle of wine and show a higher degree of objective knowledge compared to consumers showing a higher degree of ethnocentrism