Consumer Ethnocentrism in Service Markets - the Identification of Typological Groups

• Autorzy: Agnieszka Hat
• Języki publikacji: EN

Abstrakty

EN

Consumer typology focusing on the attitudes towards domestic and foreign companies, from the point of view of market practice, is of high importance, as it may be used in the process of market segmentation and in the decision making process of the enterprise target market. The consumer typology in the services markets deserves special attention when taking into account the globalization phenomena occurring in the modem economy and new trends appearing in the consumption. Service market is characterized by an ever-increasing number of foreign players on the supply side and the consumers being in a convenient situation on the demand side, since they can be guided by their own needs and preferences and make a choice from a range of available domestic and foreign services. Therefore, it becomes essential to pay a special attention to attitudes adopted by the consumers in the face of these changes, and above all, to their 'defensive' response to the presence of foreign substitutes in the form of the ethnocentric attitude - a conscious and consistent preference of domestic services.(fragment of text)

Ogromne znaczenie ma typologia konsumencka koncentrująca się na postawach wobec firm krajowych i zagranicznych z punktu widzenia praktyki rynkowej, ponieważ może być stosowana w procesie segmentacji rynku oraz w procesie decyzyjnym rynku docelowego przedsiębiorstwa. Typologia konsumentów na rynkach usług zasługuje na szczególną uwagę, biorąc pod uwagę zjawiska globalizacji występujące w nowoczesnej gospodarce i nowe trendy pojawiające się w konsumpcji.

Słowa kluczowe

EN

Ethnocentrism; Consumer; Market; Consumer preferences

PL

Etnocentryzm; Konsument; Rynek; Preferencje konsumenta

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2018
• Tom: Challenges for Companies and Consumers on International Market
• Strony: 233--250

Twórcy

autor

Agnieszka Hat

• University of Economics in Katowice, Poland

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