Ethnocentric Orientation of Polish and Romanian Consumers in the Light of CETSCALE Research
Ethnocentric Orientation of Polish and Romanian Consumers in the Light of CETSCALE Research

Summary/Abstract: This article discusses the results of empirical research which determines the level of consumer ethnocentrism of Polish and Romanian citizens. The main source material has been obtained through direct interviews conducted in two cities: Rzeszow (Poland) and Oradea (Romania), on a sample of 800 respondents (of 400 people in each city), chosen in the quota way. The quotas were – gender, age and education. As a measuring instrument, international CETSCALE questionnaire translated into languages: Polish and Romanian has been used. In order to eliminate any inaccuracies in translation, which could cause lower effectiveness of a given measuring tool, the CETSCALE questionnaire was validated. The presented analyses show that Polish and Romanian consumers have ethnocentric tendencies. The obtained CETSCALE value is the proof – the respondents from Poland achieved 65,8 points, however, the Romanian ones were a little bit lower and had 60,5 points. The empirical studies also showed the influence of socio-economic factors on the level of consumer ethnocentrism among Polish and Romanian respondents. It turned out, that women from both countries tend to be more ethnocentric then men. Crucial differences have been noticed in the summary CETSCALE, in relation to three levels of Polish and Romanian consumers` education. The respondents with elementary and vocational education have much more negative attitude to imported products than the respondents who have secondary and higher education. It also results from the received data, that the elderly people in both questioned communities are characterized by stronger ethnocentric tendencies in relation to foreign products. Crucial dependencies have also been seen between income and the summary CETSCALE value.

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