IJSRP, Volume 8, Issue 10, October 2018 Edition [ISSN 2250-3153]
Donjeta Zejnullahu Pllana, Ph.D. c., Prof. Dr. Hamit Aliu
This study aims to determine the impact of consumer ethnocentrism on purchase intentions towards domestic and foreign products. Due to the fact that Kosovo is a developing country, and taking into consideration its last political conflict with Serbia, the emphasis is specifically placed on products imported from Serbia and products from European Union countries. Data was collected through a questionnaire which was distributed online to a representative sample, consisting of 150 individuals. Data was analyzed using the SPSS software. Factor analysis and Spearman correlation coefficient were used to test the research hypotheses. Study results show that the consumer ethnocentric tendencies are positively related to intention to purchase domestic products and negatively related to products from Serbia and the European Union.