KARAKTERISTIKE POTROŠAČKOG ETNOCENTRIZMA I MOGUĆNOSTI POTICANJA KUPOVINE DOMAĆIH PROIZVODA U BOSNI I HERCEGOVINI
ETHNOCENTRISM AND POSSIBILITIES TO ENCOURAGE THE PURCHASE OF DOMESTIC PRODUCTS IN BOSNIA AND HERZEGOVINA

Summary/Abstract: This paper analyzes the basic characteristics of consumers’ ethnocentrism in the research context of Bosnia and Herzegovina (B&H). The analysis is based on the field research results collected by the pull questionnaire on the stratified sample of B&H population. The primary goal of this paper is to determine the possibility of encouraging purchases of domestic products based on functioning mechanisms of consumers’ ethnocentrism. Research results show that consumer ethnocentrism significantly affect the orientation of consumers towards domestic products. Ethnocentric consumers evaluate domestic products better, show a higher degree of willingness to buy and increasingly buy domestic products within the studied categories of consumer goods. Likewise, consumers’ ethnocentrism significantly affects the importance of domestic origin in the purchasing process. Based on the results of this study, it can be concluded that consumer ethnocentrism provides the certain potential for creating strategies to encourage purchases of domestic products in the context of B&H market.

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