Consumer ethnocentric tendencies : the case of food and beverage products in the Republic of Macedonia

Abstract

The purpose of the study is to examine the level of Consumer Ethnocentric Tendencies amongst Macedonian consumers when purchasing food and beverage products and the possible connection of the four socio demographics (gender, age, education and income) and the CET. Hence, main research question was developed followed by four research hypotheses. The research was conducted through questionnaires collected face to face and via email from 116 respondents with different backgrounds. The data collected was analyzed in SPSS and presented in the paper through tables and figures. Results of the research show that Macedonian consumers can be classified as moderately ethnocentric consumers compared to other studies. Also, two of the research hypotheses were rejected and the other two were partially accepted. Several limitations of the study have been identified though the process such as the small number of respondents, the areas of where the questionnaires were collected and one other demographic variable could have been included also