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- W1939908034 abstract "The concept of ethnocentrism was developed by Shimp and Sharma who believed that it is able to explain the judgement, often irrational of those consumers who prefer the local products instead of imported ones. The aim of this study is to determine the degree of ethnocentrism of the Romanian consumers given the relationship existing between this aspect and the consumer buying behaviour. A study was conducted among the people from Cluj-Napoca in 2013, on a sample of 277 people. The objective was to measure the ethnocentrism degree of the Romanian consumer using the “consumer ethnocentric tendencies scale†(CETSCALE) first developed by Shimp and Sharma in 1987 for the American consumers and than tested in many other countries from Europe, Asia and Africa. The CETSCALE comprises 17 affirmations using a seven point scale which were adapted for the Romanian people. In order to determine the consumer ethnocentrism degree, mean was calculated. The notion of consumer ethnocentrism is explained using principal components analysis and factor analysis. Results indicate that the mean of consumer ethnocentrism is 4.40 indicating a medium tendency. The value is comparable with the one obtained by Chryssochoidis et al (2006) meaning 3.85. Factor analysis indicated three important factors which explained 63.22% of the total variance. Finally two clusters were obtained using the three factors. It can be concluded that testing the CETSCALE for the Romanian consumers is a useful action because it helps marketers to determine the consumer general tendency in the decision making process for local products." @default.
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- W1939908034 date "2015-05-29" @default.
- W1939908034 modified "2023-10-16" @default.
- W1939908034 title "Study Regarding the Romanian Consumer Ethnocentrism" @default.
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- W1939908034 doi "https://doi.org/10.15835/buasvmcn-hort:11066" @default.
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