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

Author

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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, Rainer Hampp Verlag, vol. 19(1), pages 58-80.
  • Handle: RePEc:rai:joeems:jeems-2014-01-kolar
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    File URL: http://www.hampp-verlag.de/hampp_e-journals_JEMS.htm#114
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    1. repec:eee:jbrese:v:80:y:2017:i:c:p:228-235 is not listed on IDEAS

    More about this item

    Keywords

    Consumer attitudes; Multinational companies; Product origin; Marketing strategies; Slovenia; Croatia; Serbia; Bosnia and Herzegovina;

    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 - Economic Systems - - Socialist Institutions and Their Transitions - - - Socialist Enterprises and Their Transitions

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