- Autor
- Zalega Tomasz (University of Warsaw, Poland)
- Tytuł
- Consumer Ethnocentrism Among Young Polish Consumers
Etnocentryzm konsumencki polskich młodych konsumentów - Źródło
- Acta Scientiarum Polonorum. Oeconomia, 2019, R. 18, nr 1, s. 117-125, tab., bibliogr. 27 poz.
- Słowa kluczowe
- Etnocentryzm, Ludzie młodzi, Konsument
Ethnocentrism, Young people, Consumer - Uwagi
- Klasyfikacja JEL: D12, M31
streszcz., summ. - Abstrakt
- Artykuł ma charakter badawczy i dotyczy analizy zjawiska etnocentryzmu konsumenckiego wśród polskich młodych konsumentów. Jego podstawowym celem jest identyfikacja postaw i zachowań etnocentrycznych osób młodych. Opracowanie składa z dwóch części: teoretycznej i empirycznej. W pierwszej z nich na podstawie krytycznej analizy literatury wyjaśniono pojęcie i istotę etnocentryzmu jako trendu konsumenckiego. Druga zasadnicza część pracy ma charakter empiryczny. Podstawę wnioskowania stanowi materiał badawczy pozyskany dzięki przeprowadzonym przez autora badaniom w formie wywiadu kwestionariuszowego wśród młodych konsumentów. Podjęcie takiego projektu badawczego jest uzasadnione, ponieważ tendencje etnocentryczne mają bezpośredni wpływ na decyzje zakupowe konsumentów i utrudniają opracowanie strategii marketingowych przedsiębiorstw na rynku. (abstrakt oryginalny)
This article is a research exercise examining consumer ethnocentrism among young Polish consumers. Its primary goal is to identify ethnocentric attitudes and behaviours of young people. The study consists of two parts: theoretical and empirical. The first one explains the concept and essence of ethnocentrism as a consumer trend, building upon a critical analysis of literature. The second, major part is empirical. The basis for conclusions is provided by the research material from a questionnaire-based survey that was conducted among young consumers. Undertaking such a research project is justified since ethnocentric tendencies have a direct impact on purchase decisions of consumers, including young people, while making it difficult for enterprises on the market to develop marketing strategies. (original abstract) - Dostępne w
- Biblioteka SGH im. Profesora Andrzeja Grodka
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu - Pełny tekst
- Pokaż
- Bibliografia
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- Cytowane przez
- ISSN
- 1644-0757
- Język
- eng
- URI / DOI
- http://dx.doi.org/10.22630/ASPE.2019.18.1.13