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An Innovative Pilot Study of Ethnocentrism in the Context of Visual Elements in Marketing Management

Author

Listed:
  • Marián Čvirik

    (University of Economics in Bratislava)

  • Naqibullah Daneshjo

    (University of Economics in Bratislava)

  • Ferdinand Daňo

    (University of Economics in Bratislava)

  • Peter Drábik

    (University of Economics in Bratislava)

Abstract

Study novelty: The paper deals with a topic that has an interdisciplinary character and combines two concepts: consumer ethnocentrism and colour perception. The aim of the presented article is investigation of the level of consumer ethnocentrism in the generation Z segment, an examination of the perception and preference of colours, as well as an examination of the possible influence of consumer ethnocentrism on the perception of colours. Based on the primary survey, in which 301 respondents of generation Z from Slovakia took part, we drew indicative conclusions. In the paper, we use several analytical methods (e.g. descriptive statistics, inductive statistics, and emphasis on correspondence analysis) on the basis of which we draw conclusions. It can be stated that young respondents have a low to average level of consumer ethnocentrism and relatively clear preferences in the context of colours. It is necessary to state that the paper also contains its limits, and therefore we consider the conclusions to be indicative but good base for further research in this unexplored area. The results can help managers in the preparation of marketing communications for generation Z, as well as in the creation of communications oriented to domestic products.

Suggested Citation

  • Marián Čvirik & Naqibullah Daneshjo & Ferdinand Daňo & Peter Drábik, 2025. "An Innovative Pilot Study of Ethnocentrism in the Context of Visual Elements in Marketing Management," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-981-96-4116-1_52
    DOI: 10.1007/978-981-96-4116-1_52
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