The consumer ethnocentrism diagnosis of Poles, Slovakians and Romanians with the use of the CETSCALE method

Andrzej Szromnik

The consumer ethnocentrism

diagnosis of Poles, Slovakians and

Romanians with the use of the

CETSCALE method

Problemy Zarządzania, Finansów i Marketingu 35, 267-279

2014

NR 824 PROBLEMY ZARZĄDZANIA, FINANSÓW I MARKETINGU NR 35 2014

A N D R Z E J S Z R O M N IK

C ra c o w U n iv e rsity o f E c o n o m ic s1

THE CONSUMER ETHNOCENTRISM DIAGNOSIS

OF POLES, SLOVAKIANS AND ROMANIANS

WITH THE USE OF THE CETSCALE METHOD

Summary

The results of the empirical research have been presented in the following publication. Their main aim was to define the consumer ethnocentrism level of the inhabitants of Poland, Slovakia and Romania. The main source material was acquired due to direct interviews, conducted in three towns: Rzeszów (Poland), Kosice (Slovakia) and Oradea (Romania), in a chosen group of 1200 respondents (400 people in each town). The international CETSCALE questionnaire, which has been subjected to the validation process, has been used as a measuring instrument. The analyses presented, clearly indicate that Polish, Slovakian and Romanian consumers show ethnocentric tendencies. However, the strongest CET scale values have been obtained in Slovakian communi­ ty. It has also been noted that demographic factors have meaningful influence on the ethnocentric level of the three researched groups.1 2

Keywords: consumer ethnocentrism, CETSCALE questionnaire, Poland-Slovakia-Romania empirical research

Introduction

In th e c o n d itio n s o f g lo b a l m a n u fa c tu rin g , th e o p e n in g o f ec o n o m ic s to th e w o rld a n d m o re a n d m o re e ffic ie n t in te rn a tio n a l lo g istic s, d o m e stic m a rk e ts are fille d u p w ith u n ifie d , g lo b a l g o o d s offer, w h ic h h as b ig g e r an d b ig g e r q u a n tita ­ tiv e an d stru ctu ral ran g e. D u rin g th e p ro c e ss o f p u rc h a sin g , co n su m e rs h av e to ch o o se a m o n g h u n d re d s an d th o u sa n d s o f g o o d s, w h ic h re p re se n t m a n u fa c tu rers

1 szromnia@uek.krakow.pl.

2 The research has been financed from the budget means on study in the years 2010-2014 as a research project.

a lm o st fro m all o v e r th e w o rld , item s, w h ic h h av e u n iq u e fe atu res an d u tilitie s, w h ic h m ak e tra d itio n a l tra d in g sto c k m o re attractiv e.

T h e g ro w in g scale o f in te rn a tio n a l g o o d s ex ch a n g e and th e p h e n o m e n o n o f m a ssiv e in flo w o f fo re ig n p ro d u c ts c o n n e c te d to it, p a id a tte n tio n to n e g ativ e effects o f th e fu ll o p e n in g o f ec o n o m ie s to fo re ig n c o u n trie s - to th e in flo w o f th e cap ital an d g o o d s fro m o n e ’s o w n c o u n try , to th e lev el o f c o m p e titio n o n th e in tern al m a rk e t, to th e ch a n g e a b le situ a tio n on th e d o m e stic la b o r m ark et. T he e th n o c e n tric p h e n o m e n a are m o re an d m o re o fte n o b se rv e d in d iffe re n t sp h eres an d areas o f h u m a n a c tiv ity as a co u n te rb a la n ce o f co m m o n p re se n c e o f “stra n g e rs” - p e o p le , p ro d u c ts, in stitu tio n s a n d n o rm s, th e y are p e rc e iv e d an d ju d g e d in d iffe re n t w ay s, b u t m o re an d m o re o fte n as a d efen siv e re a c tio n o f m a rk e t su b jects, so cial an d v o c a tio n a l g ro u p s, an d ev en au th o rity in stitu tio n . S k illfu lly m o n ito re d p h e n o m e n a o f p re fe rrin g o n e ’s o w n m a te ria l an d sp iritu al p o sse ssio n s in d iffe re n t g u ise s an d stre n g th ca n be (an d are) th e ta rg e t o f e x te r­ n al stim u la tio n fro m th e in te re ste d so cial, p o litic a l a n d e c o n o m ic au th o rities.

In th e fo llo w in g p a p e r, th e p h e n o m e n o n o f c o n su m e r e th n o c e n trism has b e e n d isc u sse d an d th e e m p iric a l re se a rc h re su lts h av e also b e e n p resen ted . T h e ir m a in aim w a s to c o n d u c t a w id e d iag n o sis o f P o lish , S lo v ak ian a n d R o ­ m a n ia n c o n s u m e rs ’ e th n o c e n tric a ttitu d e s, in c lu d in g th e ir eth n ic d ifferen ces. P a rtic u la r a tte n tio n h as b e e n p a id to d efin in g c o n su m e r e th n o c e n trism lev el an d sh o w in g th e in flu e n c e o f c h o se n d e m o g ra p h ic fa cto rs o n th e C E T S C A L E v a l­ u e s

.

The characteristics of consumer ethnocentric phenomenon

T h e b e h a v io r o f in d iv id u a ls a n d g ro u p s, w h ic h ev in c e s its e lf in d iffe re n tia t­ in g a n d p re fe re n tial sh ap in g o f o n e ’s o w n e n v iro n m e n t an d p ro p e r stru ctu res, n o rm s o r id eas fo r it. T he b e h a v io r is re g iste re d an d re c o g n iz e d in d iffe re n t so c ieties, in d iffe re n t p h a se s an d d ev elo p m en t. T h ey d e c id e d a b o u t th e ir o rg a n i­ z a tio n an d fu n c tio n in g in d iffe re n t ex tern al co n d itio n s, ab o v e all a b o u t th e ir e th n ic , c u ltu ral a n d eco n o m ic d istin c tiv e n e ss. A c c e p te d p re d o m in a n c e o f o n e ’s o w n so cial g ro u p h as tra n sfe rre d to tre a tin g a p p ro p riate o rg a n iz a tio n a l and fu n c tio n a l so lu tio n s as b e tte r th a n o th e rs, d istin g u ish in g a n d re c o m m e n d in g th em .

S o cial e th n o c e n trism h a s e v in c e d in d iffe re n t fo rm s a n d m o m e n ts o f h u m an b e h a v io r. In ev e ry case, h o w e v e r, it m e a n t o b e y in g o n e ’s o w n o rg a n iz a tio n , its fe a tu re s an d stru c tu re s as p e rfe c t an d b etter, m o re e ffic ie n t th a n o th e r social sy stem s. In p ra c tic e , it w as c o n n e c te d to re je c tio n o f d iffe re n t n o rm s a n d p ro ­

g ram m es, n o t a c k n o w le d g in g th e m , as w e ll as im p o sin g o n e ’s o w n o rd er, c u s ­ to m s, in stitu tio n s a n d v ie w s.3

N o t try in g to e x p la in th e p h e n o m e n o n o f so cial e th n o c e n trism in a d e e p e r w ay , o n ly m e n tio n e d a t th is p o in t, th e fo llo w in g ty p e s o f so cial e th n o c e n trism c a n be d istin g u ish e d am o n g others:

- e th n o c e n trism re latin g to cu sto m s, - e d u c a tio n a l e th n o cen trism , - d e n o m in a tio n a l e th n o cen trism , - p o litic a l e th n o cen trism , - e c o n o m ic eth n o c e n trism .4

In ea c h a re a o f h u m a n a c tiv ity m e n tio n e d , it is c o n n e c te d to ac k n o w le d g in g p re d o m in a n c e an d p ra c tic a l u sag e o f su ch e v a lu a te d ru les an d n o rm s o f b e h a v ­ ior, p ro g ra m m e s a n d co n c e p ts, m e th o d s an d tec h n o lo g ie s, w h ic h are p e rc e iv e d in a c e rta in co m m u n ity as th e ir o w n , d o m e stic , th e o n ly o n es a p p ro p riate, b e ­ cau se th e y h av e b e e n cre a te d a n d c h e c k e d in th is en v iro n m en t.

E c o n o m ic e th n o c e n trism h as a sp ecial c h a ra c te r an d ex p ressio n . A c c o rd in g to th e e ssen ce o f th e e th n o c e n trism p h e n o m e n o n , it ev in ces in ac k n o w le d g in g as th e o n ly c o rre c t an d rig h t. T h a t is w h y it is w o rth im p le m e n ta tio n in p ractice o f h u sb a n d ry , co n c e p ts, id eas, re cip es o r o n e ’s o w n te c h n o lo g ie s, o ffe re d b y d o m e stic in stitu tio n s o r th e c itizen s o f a co u n try , th a n k s to th is ad a p te d to in te r­ n a l c o n d itio n s an d p ro fita b le to th e w h o le eco n o m y . T h e re fo re, eco n o m ic eth- n o c e n trism ev in c e s its e lf in p re fe re n tial tre a tm e n t o f o n e ’s o w n c o u n try o rien ted p ro g ra m m e s, e c o n o m ic th o u g h t, in te rn a l m a rk e t, d o m e stic en te rp rise s an d in s ti­ tu tio n s. A p p ro p ria te so lu tio n s an d d e c isio n s are co n n e c te d to th e m in th e p ro ­ cesses:

- p riv a tiz a tio n , re stru c tu ra tio n a n d m o d e rn iz a tio n o f e n te rp rises, - su p p ly in p ro d u c in g factors,

- in in v e stm e n ts lo c alizatio n , - in p e n e tra tio n o f o u tle t m ark ets, - in tro d u c in g n e w te c h n o lo g ie s.5

B y h a v in g e v e ry th in g o n e ’s o w n w a y m e a n s d isp la c in g an d o m ittin g th e d e ­ cisio n -m a k in g o p tio n s, w h ic h com e fro m a b ro a d o r are also c o n n e c te d w ith p e o p le o r in stitu tio n s fro m d iffe re n t c o u n tries, th e y c o n c e rn fo re ig n cap ital,

3 A. Falkowski, B. Rożnowski, T.W. Witkowski, Etnocentryzm konsumencki - nowe wyzwanie

dla marketingu, “Marketing i Rynek” 1996, No. 3-4.

4 A. Szromnik, E. Wolanin-Jarosz, Etnocentryzm konsumencki na zglobalizowanym rynku -

czynniki i procesy kształtowania (cz. 1), “Marketing i Rynek” 2014, No. 4.

b ra n d s an d tec h n o lo g ie s. T h is w a y o f th in k in g a n d actin g , su c h d e te rm in e d m a k in g -d e c isio n p ro c e sse s a n d a p p ro p riate p ro d u c ts to th e m (also c a lled “e c o ­ n o m ic p a trio tism ”) lead to clo su re o f a c o u n try ’s eco n o m y , iso la tio n fro m e x ­ te rn a l in co m e, b a se d th e w h o le sy stem o n e c o n o m ic se lf-su ffic ie n cy .6

S om e m a n ife sta tio n s o f e c o n o m ic e th n o c e n trism h av e b e e n k n o w n in the e n v iro n m e n t o f e c o n o m ists, en te rp rise s, as w e ll as m a n a g e rs, scien tists, social an d p o litic a l activ ists in d iffe re n t co u n trie s, e sp e c ia lly in th e o n es o f real so c ia l­ ism . T h e y h av e also ap p e a re d to a sm all e x te n t in th e tim e s o f refo rm s an d sy s­ te m ch a n g e s, w h e n th e ch o ices b e tw e e n “m y o w n ” o r “fo re ig n ” w e re th e e s ­ sen ce o f so c io -e c o n o m ic c h a n g e s.7

T h e v ic to ry o f a w id e c o n c e p t o f e c o n o m ic u n io n , th e o p e n in g o f th e e c o n ­ o m y to th e p ro g ress an d in n o v atio n s, in th e re su lt th e in flo w o f fo re ig n cap itals stream s c a u se d c o e x isten ce o f d o m e stic co m p a n ie s se c to r an d fo re ig n c o m p a ­ n ie s se c to r in eco n o m y . E th n o c e n tric o rie n ta tio n in m a n a g in g h as re c eiv ed a n e w fo rm , th is tim e in th e a re a o f m a rk e t d e c isio n m ak in g o f co n su m e rs, b y p u rc h a sin g c o n su m e r g o o d s in tra d e . T h e p ro b le m co m es to th e ch o ice - to b u y b u t in w h ic h e n te rp rise , in w h ic h c o m p a n y in v e st o n e ’s p u rc h a sin g p o w e r - in a d o m e stic o r fo re ig n on e? T h e a p p ro p riate o rie n ta tio n to b u y in th e shops o f d o m e stic co m p a n ie s, w h ic h h av e h o m e cap ita l a n d lo cal sellers, ca n b e c a lled tra d e eth n o cen trism .

A c c e n tin g lo cal, re g io n al o r d o m e stic o rig in o f th e tra d e cap ital an d h o m e p ro p e rty o f th e c o m p a n ie s c a n b e fo u n d in so c io -p o litic a l p ro g ram m es o f m an y p a rty o rg a n iz a tio n s, fed e ra l an d co lle c tiv e ones. T he c o n d itio n o f th e ir su ccess is th e a w a ren ess o f th e s u b je c ts ’ o w n e rsh ip o f m a rk e t o f c o m m e rc ia l serv ices - th e k n o w le d g e a b o u t p o sse ssiv e a tta c h m e n t o f tra d in g co m p a n ie s, in c lu d in g e sp e c ia lly b ig o rg a n iz a tio n s o f su p e rm a rk e t an d h y p e rm a rk e t ch a in s, th e k n o w le d g e a b o u t tra d in g co o p e ra tiv e a c tiv ity an d lo cal fra n c h isin g n etw o rk s. O n ly th e n , d ec isio n s o f th e p lace ch o ice w h ere to do th e sh o p p in g an d a p p ro p ri­ ate o rg a n iz a tio n o f re ta il tra d e w ill be d e c isio n s, n o m a tte r w h ic h c o u n try the in stitu tio n a l b ra n d co m es from , its n am e o r m a rk e tin g sy m b o lism .8

S o cial id e n tific a tio n o f th e tra d e c o m p a n ie s ’ o w n ers (p o ssessiv e a tta c h ­ m en t) is n o t a n easy case, m o stly b e c a u se o f th e fa c t th a t h u g e tra d in g sales

6 A. Szromnik, E. Wolanin-Jarosz, Potrebitelskij etnocentryzm - ekonomiczeskijpatriotyzm kak

determinanta razwitija mieżdunaroduovo towarooborota, “Prakticzieskij Marketing” 2012, No. 7.

7 Cz. Bywalec, Konsumpcja a rozwój gospodarczy i społeczny, C.H. Beck, Warszawa 2010, p. 39.

8 K. Karcz, Z. Kędzior, Postawy konsumentów wobec produktów krajowych i zagranicznych, CBiE, Wyd. Akademii Ekonomicznej, Katowice 1999, pp. 26-39.

n e tw o rk s h av e a strateg y o f im ita tin g th e n a tio n a lly so u rc e d cap ita l an d the sam e c o m p a n ie s, o r ta k in g in to co n sid e ra tio n m u ltin a tio n a l, th e ir p o sse ssiv e stru ctu re. D e fin in g th e c o u n try o f o rig in o f a su p er- o r h y p e rm a rk e t, salo o n , w a re h o u se o r sh o p p in g m a ll c o n sid e ra b ly o b stru c t an d re la tiv e ly o fte n d ark en th e sales o f th e sales p o in ts in th e w h o le ch ain s a n d en te rp rise s a m o n g th e p a r­ tic ip a n ts o f th e g lo b a l tra d e serv ices m ark et.

T h e d ec isio n s o f co n su m e rs c o n c e rn in g th e ch o ice o f th e tra d in g p lace - the p la c e s w h ere p e o p le b u y d e term in e, to a larg e e x ten t, th e ch o ice o f th e p ro d u c t b o u g h t. It re su lts fro m th e fact, th a t th e fo re ig n sales p o in t u s u a lly o ffers im ­ p o rte d p ro d u cts. T h ere is a d ep e n d e n c y , b e tw e e n th e c o u n try o f o rig in o f the tra d e cap ita l (the c o m p a n y ’s p o sse ssio n ) an d th e c o u n try o f o rig in o f th e p ro d ­ u c ts sold. In th e fo re ig n n e tw o rk s o f su p er- a n d h y p e rm a rk e ts, in w h ic h fo reig n p ro d u c t b ra n d s d o m in ate, th e b u y e rs h av e lim ite d p o ssib ilitie s o f ch o ice am o n g th e fo re ig n p ro d u c ts an d th e d o m e stic ones. T he d e c isio n m a k in g p ro c e ss its e lf is am b ig u o u s an d d ark en ed . E th n o c e n tric ally d ire c te d c o n su m er, w h o lo o k s fo r th e p ro d u c ts w h ic h co m e fro m th e ir c o u n try , is o n p u rp o se d e c e iv e d b y m a rk e t­ in g a n n o u n c e m e n ts - n a m e s, signs, sym bols.

C o n su m e r eth n o c e n trism , as a g e n e ra l p h e n o m e n o n , w h ic h o fte n h a s m a s ­ sive in te n sity scale, h as its d e e p e r roots. It is co n n e c te d , w ith g e n e ra l a sse ss­ m e n t a n d re la tio n s to fo re ig n so lu tio n s an d p ro je c ts, re cip es an d te c h n o lo g ie s, to th e p re se n c e o f “stra n g e ” e n te rp rise s o n th e d o m e stic m a rk e t an d th e ir p a rtic ip a ­ tio n in th e so c io -e c o n o m ic c h a n g e s.9 A m e ric a n sch o lars - T .A . S him p an d

S. S h a rm a w e re th e first to d efin e th e te rm c o n su m e r e th n o c e n trism an d c o n ­ d u c te d w id e r e m p iric a l re se a rc h in th e U S A , g iv in g th e b e g in n in g to th e m ore d e ta ile d re se a rc h o f th is p h e n o m e n o n in d iffe re n t co u n trie s o f th e w o rld .10 11 A c ­ c o rd in g to th e se a u th o rs c o n su m e r e th n o c e n trism is “a b e lie f sh ared b y c o n su m ­ ers co n c e rn in g o b lig a tio n an d m o ra lity o f b u y in g d o m e stic p ro d u c ts ” .11 E th n o ­ c e n tric b e h a v io r o f th e cu sto m e rs co n c e rn s d e c isio n s c o n n e c te d to th e ch o ice, th e p u rc h a se an d th e u se o f th e d o m e stic p ro d u cts.

9 A. Figiel, Etnocentryzm konsumencki. Produkty krajowe czy zagraniczne, PWE, Warszawa 2004, pp. 23-28.

10 T.A. Shimp, S. Sharma, Consumer ethnocentrism. Construction and validation o f the

CETSCALE, “Journal of Marketing Research” 1987, Vol. 24 (3), pp. 280-289.

Consumer ethnocentrism can be characterized by the following properties.12

Firstly it emanates from the care of one’s own country and the fear of losing

control over the economy, what can be caused by import. Secondly, it contains

motives prompting to stop buying foreign products. For the consumers with

a high level of ethnocentrism, purchasing products made in other countries is

not only an economical matter but it also creates moral problems. This moral

engagement makes consumers, in extreme cases, look for domestic products,

even though, their quality is much lower than the quality of imported ones.

Thirdly, it can be assumed that the ethnocentric level is the sum of individual

tendencies of people who belong to a given social group. The consequence of

consumer ethnocentrism is thus: overestimating domestic products, depreciating

the meaning of import and the feeling of moral duty to buy domestic products,

which in consequence creates barriers for the international trade development.

The research methodology

In the following research the main source material was achieved thanks to

direct interviews done in three towns which belong to Karpacki Euroregion:

Rzeszów (Poland), Kosice (Slovakia) and Oradea (Romania). The interviews

were done from December 2011 to April 2012. The survey sample was 1200

respondents13 (400 people in every town), chosen in a quota way. The quotas

were - gender, age and education.

As a measuring tool the CETSCALE questionnaire has been used. It was

translated into Polish, Slovakian and Romanian.14 This instrument consists of 17

questions to which answers are marked on seven point Likert’s scale, where 7

means “I absolutely agree”, however 1 “I absolutely disagree”. The points from

particular questions are summed up and are between 17 to 119. In order to elim­

12 A. Szromnik A. Figiel, Etnocentryzm konsumencki jako bariera rozwoju i wymiany towaro­

wej, w: Wybrane problemy handlu międzynarodowego, Wyd. Akademii Ekonomicznej, Kraków

1997, p. 129-140

13 The size of the sample complies with the requirements of the representative nature. It has been calculated on the basis of the formula: n= ; where П= population proportion, E = permissible mistake, Z0,=the number of standard deviations. See: S. Mynarski, Praktyczne

metody analizy danych rynkowych i marketingowych, Wyd. Zakamycze, Kraków 2000, p. 40.

14 In Rzeszów direct interviews have been conducted by the authors of the article and the re­ spondents chosen to this aim. However, in Oradea , the empirical material has been gathered by the team of research workers and the students from the Department of University of Economy in Oradea under Prof, dr F. Stefanescu’s direction. However, in Kosice, the empirical material has been gathered by a group of employees and students of Management Faculty in Kosice, at Uni­ versity of Economics in Bratislava, under management of Prof, dr hab. W. Liestkovska.

in ate an y in a c c u ra cie s in tra n sla tio n , w h ic h c o u ld cause th a t a g iv e n to o l m a y n o t be as e ffectiv e as e x p ected , a C E T S C A L E q u e stio n n a ire w as v alid ated . T ak in g in to co n sid e ra tio n th e fa c t th a t th e m e a su re w a s d o n e o n ly o n ce, th e v a lid a tio n w as d o n e o n ly in th e ran g e o f in tern al accu racy . T he m o s t ad eq u ate m e a su re in th is case w as th e use o f a -C ro n b a c h fa c to r.15 In th e re su lt o f th e c a lc u la tio n s, w h ic h w ere carrie d out, it tu rn e d o u t th a t th e d isc u sse d fa c to r fo r th e q u e stio n n a ire s in P o lish , S lo v ak ian an d R o m a n ia n h a d v a lu e s h ig h e r th a n 0.70. It m ean s th a t b o th m e a su rin g in stru m e n ts w ere c o rre c t - in te rn a lly correct. T h e co lle c te d rese a rc h m a te ria l, a fte r p re v io u s re d u ctio n , se rv ed to create the d a ta base. T h e re su lts o f th e q u e stio n n a ire rese a rc h es w ere e la b o ra te d w ith th e u se o f S T A T IS T IC A 7.0. p ro g ra m m e , w h ic h w as u se d to ta b u la tio n an d c la ssi­ fic a tio n o f th e sets o f d a ta b a se d m a in ly o n th e scalin g p ro c e ss. T he A N O V A v a ria n c e an a ly sis and th e lin e a r c o rre la tio n an a ly sis h a v e a lso b e e n u se d at w o rk , e sp e c ia lly to d e te rm in e d e p e n d e n c ies w h ic h o c c u r b e tw e e n th e o b jects a n d fe atu res research ed .

Ethnocentric attitudes of Polish, Slovakian and Romanian consumers

- the empirical research results

T h e d ire c t rese a rc h c o n d u c te d am o n g P o lish , S lo v ak ian a n d R o m a n ia n re ­ sp o n d e n ts d e fin e d th e av erag e lev el o f c o n su m e r e th n o c e n trism in th e th ree re se a rc h ed c o m m u n ities. In o rd e r to do th e in te n d e d task , th e ab o v e m e n tio n e d in te rn a tio n a l C E T scale h a s b e e n u sed . T h e re su lts o f th e co m p a riso n an aly sis sh o w ed th a t th e C E T S C A L E v a lu e fo r P o lish re sp o n d e n ts w as 65.8 p o in ts, fo r S lo v ak ian s 66,9, w h e re a s fo r R o m a n ia n s 60.5 (tab. 1). T h is d a ta in d icate th a t S lo v ak ian s, in th e ir m a rk e tin g c h o ices, sh o w th e stro n g e st e th n o c e n tric te n d e n ­ cies. T h is d iv e rsity is sig n ific a n t sta tistically , w h ic h is c o n firm e d b y th e te stin g fa c to r re su lt o f A N O V A v a ria n c e 16 -p = 0 .0 0 0 2 * * * * , w ith th e u se o f w h ic h an av erag e le v e l o f p re ju d ic e s to fo re ig n p ro d u c ts w as c o m p a re d in th e th ree g ro u p s.

15 J. Brzeziński, Metodologia badań psychologicznych, Wyd. Naukowe PWN, Warszawa 2011, p. 47.

16 The variance analysis (ANOVA) is a statistical technique which serves to compare an aver­ age level of the numerical feature in a few populations. In this test zero hypothesis is put, accord­ ing to which in all the compared groups the numerical feature , which is taken into consideration, has the same average level. On the basis of the value of the probability test p, appointed on the basis of the variance analysis test, the hypothesis can be rejected (if p is adequately low), what in fact means the influence of the grouping factor on the numerical feature. Por. A. Luszniewicz, T. Słaby, Statystyka z pakietem komputerowym STATISTICA. Teoria i zastosowania, C.H. Beck, Warszawa 2001, p. 225, A. Zeliaś, Metody statystyczne, PWE, Warszawa 2000, pp. 112-157.

Table 1 The average CETSCALE values for the respondents from Poland, Slovakia and Romania

Country CETSCALE X (average) Me (the median) s (standard

deviation) Min Max

Poland 65.8 65.0 26.5 17 119 Slovakia 66.9

66.0

0

Source: own elaboration.

The distribution of the CETSCALE values in 10-point divisions has been

presented in the histogram (draw. 1) below. It turns out that not quite than 50%

of the Polish, 66% of Slovakian and 58% of Romanian respondents achieved

the sum of points from individual questions in the range from 50 to 80 (these

are middle values). 21% of Rzeszów inhabitants, 14% of Kosice and 14% of

Oradea inhabitants were characterized by a very high level of consumer ethno-

centrism - over 80 points. However, the lowest CETSCALE values (in the

range from 17 to 40) were in groups of 20% Polish and Romanian consumers

and only 11% among Slovakian respondents.

Fig. 1. The sample structure with reference to the achieved values of the CETSCALE Source: own elaboration.

In th e fo llo w in g re search , th e in flu en ce o f th e c h o se n d e m o g ra p h ic facto rs o n th e c o n su m e r e th n o c e n trism lev el o f th e re sp o n d e n ts fro m P o la n d , S lo v ak ia an d R o m an ia, h a s b e e n an aly zed . In o rd e r to do th e in te n d e d task , th e abo v e m e n tio n e d A N O V A v a rian ce an aly sis h as b e e n u se d . T h e d a ta in c lu d e d in th e ta b le 2, in d icate th a t th e re is a statistic a lly c ru cial d ifferen ce in C E T S C A L E v a lu e a m o n g w o m e n a n d m e n in P o lan d . F em ale P o lish re sp o n d e n ts sh o w stro n g e r e th n o c e n tric te n d e n c ie s th a n m en . H o w e v e r, as fa r as th e re sp o n d e n ts fro m S lo v a k ia a n d R o m a n ia are ta k e n into c o n sid e ra tio n , it sh o u ld b e stressed th a t th e ir a tta c h m e n t to d o m e stic p ro d u c ts is o n th e av erag e lev el e q u a lly am o n g w o m e n an d m en , an d o f co u rse th e fa c to r - g e n d e r d o e s n o t d iffe re n tia te the a c h ie v e d C E T S C A L E v alu es.

Table 2 Gender as the determinant of the CETSCALE value- the results of ANOVA variance analysis

Gender

CETSCALE Country

Poland Slovakia Romania

N X Me s N X Me s N X Me s Woman 222 68.4 65.0 26.8 207 68.2 67.0 19.1 206 62.0 58.0 23.3 Man 174 62.6 62.5 26.0 192 65.7 64.0 22.2 194 58.9 57.0 22.9 P ANOVA (test p factor) 0.0308* 0.2204 0.1782

Source: own elaboration.

T h e c o n d u c te d re se a rc h also c o n c e rn e d e sta b lish m e n t o f age in flu e n c e on th e C E T S C A L E v a lu e in re la tio n s to th e th re e su rv ey ed g ro u p s o f P o les, Slo­ v a k ia n s an d R o m an ian s. In o rd e r to d efin e th e stre n g th o f c o n n e c tio n b e tw e e n th e re se a rc h ed featu res, th e lin e a r c o rre la tio n fa c to rs (R ) a n a ly sis17 h a s b een u sed . In th e ta b le 3, th e v a lu e s o f lin e a r c o rre la tio n facto rs (R ) an d v a lu e s o f te s t

p p ro b a b ility co rre sp o n d in g to th e m , h av e b e e n p re se n te d . A s it c a n b e seen,

th e re is a statistic a lly c ru cial d e p e n d e n c y b e tw e e n th e age a n d th e C E T S C A L E v a lu e s in th e th re e re se a rc h ed co m m u n itie s - P o lish , S lo v a k ia n a n d R o m an ian . It ca n be sa id th a t th e re is a te n d e n c y o f a stro n g e r p re ju d ic e to w a rd s fo reig n

17 Correlation factor R is a rate which receives values in the range of -1 to 1. Absolute value of a factor gives evidence for the correlation strength and a sign of its direction. The results may and should) be completed by the results of the relevance correlation factor (p): which would allow to assess if if a dependency found in a sample is a reflection of a more general relation which is in the whole population, or is it a matter of coincidence.

p ro d u c ts a m o n g re la tiv e ly o ld e r p eo p le. T h is d e p e n d en cy , h o w e v e r, h as a v e ry w e a k stre n g th - th e C E T S C A L E le v e l in d ic a te s th a t th e re is a v e ry b ig d iffe re n ­ tia tio n , reg a rd le ss o f age.

Table 3 The results of the linear correlation analysis including the influence of age

on the CETSCALE value

Country Linear correlation factor - R Probability o f test p values

Poland 0.14 0.0046**

Slovakia 0.15 0.0028**

Romania 0.22 0.0000***

Source: own elaboration.

T h e in flu en ce o f th e re s p o n d e n ts ’ e d u c a tio n lev el o n th e C E T scale v alu e h as also b e e n d e fin e d in th e fo llo w in g p re se n ta tio n . T he resu lts o f th e a n a ly ses are in th e ta b le 4. T h e y c le a rly sh o w th a t th e re are c ru cial d iffe re n c es in th e su m m ary C E T S C A L E , in re la tio n to th e th re e lev els o f P o lish , S lo v a k ia n an d R o m a n ia n c o n s u m e rs ’ ed u catio n . It tu rn s o u t th a t fo r th e P o lish p o p u la tio n , th e re sp o n d e n ts w ith ele m e n ta ry a n d v o c a tio n a l e d u c a tio n sh o w m u c h stro n g e r e th n o c e n tric te n d e n c ie s th a n th e co n su m e rs w ith sec o n d a ry a n d p o st-m a tu re e d u c a tio n (te st f a c to r p A N O V A = 0 .0 0 0 0 * * * ). In th e R o m a n ia n g ro u p th e re are sim ila r te n d e n c ie s as a m o n g th e P o les (h o w e v e r th e y are n o t th a t stro n g ). It c a n n o t be stated , h o w ev er, sta tistic a lly c ru cial d iffe re n tia tio n in a n av erag e lev el o f th e C E T S C A L E v a lu e s in S lo v a k ia (te st f a c to r p A N O V A = 0.7 6 6 3 ).

Table 4 Education as determinant of the CETSCALE value - the results of the variance ANOVA analysis

Education

CETSCALE

Poland Slovakia Romania

N x Me s N x Me s N x Me s Elementary and vocational 28 85.6 92.0 23.5 32 67.4 67.0 19.9 116 67.7 67.5 23.4 Secondary and post-mature exam 170 67.6 70.0 25.6 214 67.6 66.5 20.5 179 56.6 53.0 22.2 Higher 196 61.4 60.5 26.6 153 66.0 64.0 21.2 104 59.2 53.5 22.8 P AN OV A(test factor p of va­ riance ANO- VA analysis) 0.0000*** 0.7663 0.0002***

In order to fully illustrate the above dependencies, the drawing 2 presents

different CETSCALE values in the sectional view of certain levels (groups)

Polish, Slovakian and Romanian consumers’ education. The graph includes the

average scale value, 95% of trust range and a typical changeability scope for the

results presented.

Fig. 2. The average values of CET scale depending on the level of Polish, Slovakian and Romani­ an consumers’ education

Source: own elaboration.

Conclusions

The presented research results allow to formulate some meaningful conclu­

sions. In general, it can be stated that Polish, Slovakian and Romanian consum­

ers show ethnocentric tendencies, however, there are crucial, statistical differ­

ences between these groups. Slovakians show the strongest ethnocentric

tendencies (the CETSCALE value is 66.9 points), the Polish respondents take

the second place (65.8 points), Romanians are third, with 60.5 points. To com­

pare, the results of the international research conducted in this range18 are worth

mentioning. And so, G. H. Brodowsky (1998r.), by analyzing the answers of the

chosen - representative group of the USA inhabitants, defined the CETSCALE

18 E. Wolanin-Jarosz, Ethnocentric tendencies o f Polish, Hungarian and Ukrainian consumers

- the comparative analysis on the basis o f direct researches, in: Studia Ekomiczne. La Societe de

L’information. Perspective Europeenne et Globale, ed. C. Martin, M. Jaciow, Zeszyty Naukowe Wydziałowe Uniwersytetu Ekonomicznego w Katowicach, Katowice 2013, No. 151.

fa c to r on th e le v e l o f 61.68 p o in ts fo r th em . G. C h ry sso c h o id is, in tu rn , in the y e a r 2 0 0 7 , sh o w ed th a t th e su m o f p o in ts fro m in d iv id u a l su rv ey q u e stio n s fo r G reece c itizen s w as - 6 5 .4 9 19. H o w e rv e r, C .Y . W o n g in 2 0 0 8 , cla im e d th a t th e C h in ese h av e av erag e e th n o c e n tric te n d e n c ie s (56.25 p o in ts).20

T h e c o n d u c te d e m p iric a l re se a rc h also sh o w e d th e in flu e n c e o f d e m o g ra p h ­ ic fa cto rs o n th e c o n su m e r e th n o c e n tric le v e l o f th e P o les, S lo v ak ian s a n d R o ­ m a n ian s. It tu rn e d o u t th a t th e re is a sig n ific a n t c ru cial d ifferen ce in th e C E T S C A L E v a lu e a m o n g w o m e n a n d m e n in P o lan d . F em ale P o lish re sp o n d ­ en ts sh o w stro n g e r e th n o c e n tric te n d e n c ie s th a n m en . S im ila r re la tio n s hav e n o t b e e n o b se rv e d in S lo v a k ia o r R o m an ia.

In th e fo llo w in g re search , c o rre la tio n s b e tw e e n th e lev el o f P o lish , S lo v a k i­ an a n d R o m a n ia n c o n s u m e rs ’ e th n o c e n trism a n d th e ir age h av e b e e n e sta b ­ lish ed . It re su lts fro m th e d a ta re c e iv e d th a t in th e th re e su rv ey ed c o m m u n ities, o ld e r p e o p le sh o w stro n g e r e th n o c e n tric te n d e n c ie s in re la tio n to fo re ig n p ro d ­ ucts.

T h e a n a ly se s re su lts v e ry c le a rly sh o w ed c ru cial d iffe re n c es in su m m ary C E T S C A L E in re feren ce to th re e lev els o f e d u c a tio n o f P o lish , S lo v ak ian an d R o m a n ia n c o n su m ers. In p a rtic u la r, fo r P o lish an d R o m a n ia n p o p u la tio n , th e re sp o n d e n ts w ith ele m e n ta ry a n d v o c a tio n a l e d u c a tio n sh o w m u c h stro n g e r e th n o c e n tric te n d e n c ie s th a n th e o n es w ith se c o n d a ry a n d p o st-m a tu re e d u c a ­ tio n . S im ila r re la tio n s h av e n o t b e e n o b se rv e d in S lo v ak ian co m m u n ity .

Bibliography

Brzeziński J.,

Wyd. Naukowe PWN, Warszawa

2011.

Bywalec Cz.,

C.H. Beck, Warszawa

2010.

Chryssochoidis G., Krystallis A., Perreas P.,

“European Journal of Marketing” 2007, No.

41 (11/12).

Falkowski A., Rożnowski B., Witkowski T.W.,

“Marketing i Rynek” 1996, No. 3-4.

Figiel A.,

PWE, War­

szawa 2004.

19 G. Chryssochoidis, A. Krystallis, P. Perreas., Ethnocentric beliefs and country-of-origin

(COO) effect: impact o f country, product and product attributes on Greek consumers ’ evaluation o f food products, “European Journal of Marketing” 2007, No. 41 (11/12), pp. 1518-1544.

20 C.Y. Wong, M.J. Polonsky, R. Garma,7he impact o f consumer ethnocentrism and country o f

origin sub-components fo r high involvement products on young Chinese consumers ’ product assessments. Asia Pac., “Journal of Marketing and Logistics” 2008, No. 20 (4), pp. 455-478.

Karcz Z., Kędzior Z.,

, CBiE, Wyd. Akademii Ekonomicznej, Katowice 1999.

Luszniewicz A., Słaby T.,

C.H. Beck, Warszawa 2001.

Mynarski S.,

Wyd.

Zakamycze. Kraków 2000.

Shimp T.A., Sharma S.,

“Journal of Marketing Research” 1987, Vol. 24 (3)

Szromnik A. Figiel A.,

w:

Wyd. Akademii Eko­

nomicznej, Kraków 1997.

Szromnik A., Wolanin-Jarosz E.,

-

“Marketing i Rynek” 2014, No. 4.

Szromnik A., Wolanin-Jarosz E.,

“Prakticzieskij

Marketing” 2012, No. 7.

Wolanin-Jarosz E.,

, in: Studia

Ekomiczne. La Societe de L’information. Perspective Europeenne et Globale, ed.

C. Martin, M. Jaciow, Zeszyty Naukowe Wydziałowe Uniwersytetu Ekonomicznego

w Katowicach, Katowice 2013, No. 151.

Wong C.Y., Polonsky M.J., Garma R.,

“Journal of Marketing and Logistics”

2008, No. 20 (4).

Zeliaś A.,

PWE, Warszawa 2000.

DIAGNOZA POZIOMU ETNOCENTRYZMU KONSUMENCKIEGO

POLAKÓW, SŁOWAKÓW I RUMUNÓW Z WYKORZYSTANIEM

METODY CETSCALE

Streszczenie

W publikacji zaprezentowano wyniki badań empirycznych, których głównym celem było określenie poziomu etnocentryzmu konsumenckiego mieszkańców Polski, Słowacji i Rumunii. Podstawowy materiał źródłowy pozyskano dzięki wywiadom bezpośrednim, przeprowadzonym w trzech miastach: Rzeszowie (Polska), Koszycach (Słowacja) oraz Oradei (Rumunia), na próbie 1200 respondentów (po 400 osób w każdym mieście). Jako instrument pomiarowy wykorzystano międzynarodowy kwestionariusz CETSCALE, który poddano procesowi walidacji. Przedstawio­ ne analizy wyraźnie wskazują, że konsumenci polscy, słowaccy i rumuńscy wykazują skłonności etnocentryczne, aczkolwiek największe wartości skali CET uzyskano wśród zbiorowości słowac­ kiej. Odnotowano również znaczący wpływ czynników demograficznych na poziom etnocentry- zmu trzech badanych grup.

Słowa kluczowe: etnocentryzm konsumencki, kwestionariusz CETSCALE, badanie empiryczne Polska-Słowacja-Rumunia.