ETHNOCENTRIC BEHAVIOUR IN THE SLOVAK POPULATION: DO SLOVAKS PURCHASE SLOVAK DAIRY PRODUCTS?
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The aim of our paper is threefold: 1. to examine consumers´ ethnocentric tendencies in dairy product category; 2. to investigate how demographic variables (age, gender, income and education) influence ethnocentric tendencies, and 3. to explore the impact of ethnocentrism on the willingness to buy domestic products. A sample of 265 respondents was employed in the research to collect the empirical data. To explore the impact of demographic variables on ethnocentrism in Slovak population and to prove the interaction hypotheses, one-way ANOVA tests and linear regression model were employed. The results of the research indicate that consumer ethnocentricity is a significant factor that should be taken into account in creating promotional campaigns for dairy products.
795 – 807
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