Ethnocentric Tendencies of Consumer Behaviour and its Influence on the Perception of Private Labels
The main objective of this article is (1) Measuring consumer ethnocentrism, (2) measuring private label perception, (3) examining the relationship between consumer ethnocentrism and private label perception, and (4) identifying consumer segments based on private label perception and consumer ethnocentrism. The article is supported by a primary survey based on 281 respondents. In this articlewe use various philosophical–scientific methods (analysis, synthesis, scientific abstraction, generalization method and others) as well as statistical–mathematical methods (descriptive statistics methods, inductive statistics methods, correlation and cluster analysis). ethnocentrism influences certain determinants of the attitude towards private labels, and the results can be applied both in the field of marketing in the creation of campaigns andthe context of the promotion of domestic products and strategic planning of companies and branding.
Consumer ethnocentrism, Private labels, CETSCALE, Slovakia
Cite this paper
Čvirik, M. (2022). Ethnocentric Tendencies of Consumer Behaviour and its Influence on the Perception of Private Labels. In: 22nd International Joint Conference Central and Eastern Europe in the Changing Business Environment. Proceedings. Oeconomica Publishing House, Praha. https://doi.org/0.18267/pr.2022.kre.2454.1