| Abstract [eng] |
It‘s been not so long time ago, when Lithuania regained it‘s Independency and many advertising and marketing campaigns were started. They agitated consumers to buy Lithuanian product, to be patriotic and help to raise its economy in order to become economically independent and developed country. Nevertheless, all these campaigns calmed down, or just were forgotten. New supermarkets started building up, all the roads from abroad to Lithuania were opened, and many products from there came to us. So, today is becoming less and less clear, what is consumer’s attitude towards Lithuanian made products and those foreign goods, what factors have an influence on product choices. It is also interesting, what part in their decision-making plays consumer ethnocentrism. Does consumer ethnocentrism change in different product categories? The aim of this Masterwork is to find out consumer ethnocentrism differencies in different product categories. For this reason we have to do these tasks: · To reveal the concept of consumer ethnocentrism and his development. · To define the antecedents of consumer ethnocentrism and evaluate relationship between them and consumer attitude towards other cultures, their products and buying intentions referring to some research made before. · To review consumer ethnocentrism research in marketing and advertising sphere, consumer behavior in practical and theoretical backgrounds. · To define Lithuanian consumer ethnocentrism tendencies, which were found in previous research in 2003 and 2005. · To reveal and describe Lithuanian consumer ethnocentrism degree in different product categories by making some qualitative-empirical research. There were made some conclusions after the study of theoretical material and qualitative-empirical analysis. There was found, that the degree of consumer ethnocentrism in product categories is different, Lithuanian consumers are most ethnocentric in food category and least ethnocentric in technical equipment category. Speaking about decision-making process of ethnocentric consumers, there was found, that firstly they look for Lithuanian made products, they firmly know, which country products they wouldn’t prefer to buy, whereas non-ethnocentric consumers pay least attention to country of origin. Research revealed that Lithuanian consumers don’t value Chinese, Turkish and Polish products. Speaking about consumers attitude and actions in buying process, there was found, that ethnocentric people always want and attempt to buy Lithuanian products. However, too little range of Lithuanian products or no choice of Lithuanian products at all, are the main reasons of that, that ethnocentric consumers have to buy imported goods. There was also revealed that Lithuanian consumers feel the lack of information and advertising of Lithuanian made products. |
