Eksplorativno istraživanje stavova potrošača prema marketingu i konzumerizmu u Bosni i Hercegovini
Research of the consumer attitudes toward marketing and consumerism in Bosnia and Herzegovina

Summary/Abstract: This study has adopted the theoretical concept as well as the model of Barksdale i Darden (1972), who recommended methodology for testing the national and cross-cultural generalizability of the scale of consumer attitudes toward marketing and consumerism. This research examines consumer attitudes toward marketing, and compares the findings with those of previous studies of other economies. The results indicate that consumers continue to have some negative attitudes about these issues. Furthermore, consumer attitudes toward marketing, beliefs about business, and their interactions have significant effects on consumer satisfaction. The implications for marketing operations in transitional economies and avenues for future research are explored. It is also pointed out that there are some differences and similarities between the study of Barksdale and Darden (1972) and previous studies in which the slightly modified version of the original scale was used as well as the present. The findings offers some implications and potentials for marketing management in BiH business environment.

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