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The effect of general consumer attitudes and personality traits on attitudes towards domestic and multinational products in the Balkan region

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  • Kolar, Tomaž
  • Zabkar, Vesna

Abstract

This study examines consumer attitudes toward products of multinational and domestic companies in the Balkan region. In four ex-Yugoslav countries, various variables (general consumption attitudes, personality traits, and demography) were compared and analyzed as determinants of consumer attitudes towards domestic and multinational products. The data for the analysis was derived from a representative sample of 7450 Slovene, Croatian, Serbian, and Bosnian consumers by means of a syndicated field survey (PGM-Valicon 2008). The results in general do not support the assumption that regions are homogeneous in terms of consumer attitudes. The key findings at the regional level indicate that attitudes towards domestic products are driven by a different set of predictors than are attitudes towards products of multinational companies (MNC).

Suggested Citation

  • Kolar, Tomaž & Zabkar, Vesna, 2014. "The effect of general consumer attitudes and personality traits on attitudes towards domestic and multinational products in the Balkan region," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 19(1), pages 58-80.
    • Handle: RePEc:nms:joeems:jeems-2014-01-kolar
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    File URL: https://www.nomos-elibrary.de/10.5771/0949-6181-2014-1-58
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    References listed on IDEAS

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    Cited by:

    1. Zabkar, Vesna & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios & Florack, Arnd, 2017. "Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality," Journal of Business Research, Elsevier, vol. 80(C), pages 228-235.

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    More about this item

    Keywords

    Consumer attitudes; Multinational companies; Product origin; Marketing strategies; Slovenia; Croatia; Serbia; Bosnia and Herzegovina;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P31 - Political Economy and Comparative Economic Systems - - Socialist Institutions and Their Transitions - - - Socialist Enterprises and Their Transitions

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