出版社：Visoka poslovna škola strukovnih studija, Novi Sad
摘要：Understanding consumer behavior at the current market moment is very important for all companies that strive for achieving competitive advantage.Due to a number of factors that determine their attitudes and intentions in the purchasing process, consumers should be regarded as a very important resource.Having the knowledge of the concept of consumer ethnocentrism is highly important because this concept influences consumers' decision to purchase domestic products before foreign products.In the research of this phenomenon for consumers in Serbia, the method of factor analysis will be applied.The results highlight three factors that explain more than half of the variance of the dependent variable, that is, the three independent variables that determine the level of consumer ethnocentrism.
其他摘要：Razumevanje ponašanja potrošača u aktuelnom tržišnom trenutku veoma je značajno za sve kompanije koje se takmiče u ostvarenju konkurentske prednosti.Zbog niza faktora koji determinišu njihove stavove i namere u procesu kupovine, potrošači treba da se posm
关键词：consumer; consumer ethnocentrism; factor analysis;consumer behaviour research
