The Impact of Ethnocentrism and Country-of-Origin on Russian Consumers’ Attitude towards Swedish Airline Services
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Purpose of this research is to describe the constructs of consumer ethnocentrism and country-of-origin on the Russian market and to investigate their impact on attitude towards services provided by Swedish airline services. For obtaining the research objectives, the data was collected using online survey of Moscow inhabitants. A questionnaire was developed using 6-item version of the CETSCALE, multidimensional country image scale and attitude and beliefs scales. The data from 85 structured questionnaires was analyzed with the following statistical techniques: descriptive analysis, regression analysis, independent-samples t-test and analysis of variants. The results of the research demonstrate that consumer ethnocentrism does not have a significant impact on attitude of Russian consumers towards services of Swedish airlines. However, the positive impact of country-of-origin on it has been revealed. We also have found that the level of consumer ethnocentrism in Russia shows a tendency to decrease during the last 20 years. The findings also suggest that there is no significant difference in level of consumer ethnocentrism, country-of-origin and attitude between various demographic groups (gender, age, education and occupation).
Place, publisher, year, edition, pages
2016. , 77 p.
Social Behaviour Law, Consumer ethnocentrism, CETSCALE, Country-of-origin, Attitude towards foreign services, Russia, Swedish airlines
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-53459Local ID: a77a8251-9ba1-4a94-b9c1-c7ddbfe1113fOAI: oai:DiVA.org:ltu-53459DiVA: diva2:1026833
Subject / course
Student thesis, at least 30 credits
Business Administration, master's level
Ek Styvén, Maria
Validerat; 20160618 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved