The Impact of Consumer Ethnocentrism and the Patriotism on Judgement for Selected Domestic Products: The Case of Slovakia

Abstract

In this article, we focus on ethnocentrism applying to the theory of consumer behaviour while a relatively new concept of consumer ethnocentrism was created, which is under-studied in Slovakia. A patriotism indicates a second research issue. However, this concept is used in purchase and marketing conditions rarely. Based on these facts, we decided to contribute to a set of knowledge with new findings and broaden a knowledge base. This work’s main aim is to research consumer ethnocentrism and patriotism impact on evaluation and preference of domestic products. The primary quantitative survey supports this study. The fundamental part of our survey is 628 respondents. We created partial goals which produce a foundation for the phrasing of survey questions and hypotheses. These were tested by a one-way ANOVA test. We used a model of linear regressive analysis for pinpointing direction and frequency effect. Results suggest a strong link between consumer ethnocentrism and patriotism. Based on these results, consumer ethnocentrism and patriotism can be marked as factors that positively influence a preference and evaluation of domestic products. But both concepts show themselves in different frequency in different product categories. Based on the results, we can state that it is necessary to explore both concepts when speaking of product categories. Results can be used in different fields (sociology, psychology and marketing) while representing a benefit for a theory and practice. Implications for Central European audience: A knowledge used in different marketing campaigns supporting a domestic purchase can be established from the trade and marketing perspective. Noteworthy is also a discovery that the influence of concepts is not visible equally in each product categories. Results can be used by the Slovak republic government and domestic producers who are interested in an increase of competitiveness of domestic products. But also, it is for foreign producers who have an interest in expansion on the Slovak market.