Uma Avaliação da escala de etnocentrismo do consumidor (CETSCALE): indícios do Brasil

ID:
8869
Resumo:
O principal objetivo deste trabalho é identificar se os consumidores em São Paulo possuem tendências etnocêntricas. Em seguida, a CETSCALE é analisada dentro do contexto brasileiro. O trabalho apresenta uma revisão da literatura sobre o conceito de etnocentrismo. Uma metodologia quantitativa e descritiva foi empregada e duas bases de dados foram obtidas, uma compreendendo 275 e outra somando 200 entrevistados da cidade de São Paulo. O instrumento usado para a coleta de dados foi um questionário estruturado com perguntas fechadas. Os principais resultados se referem a amostras moderadamente etnocêntricas – quando comparadas com estudos realizados em outros países – em todas as variáveis demográficas relacionadas. As análises indicaram que existem diferenças entre o nível de etnocentrismo dos consumidores quando eles são segregados em grupos por idade e diferentes classes econômicas. As classes socioeconômicas mais baixas são significativamente mais etnocêntricas do que a classe socioeconômica mais alta. Entre as classes mais baixas, as pessoas mais velhas receberam as pontuações mais altas de etnocentrismo. As observações finais são apresentadas, com algumas implicações e recomendações para pesquisas futuras.
Citação ABNT:
STREHLAU, V. I.; PONCHIO, M. C.; LOEBEL, E. Uma Avaliação da escala de etnocentrismo do consumidor (CETSCALE): indícios do Brasil. Brazilian Business Review, v. 9, n. 4, p. 108-132, 2012.
Citação APA:
Strehlau, V. I., Ponchio, M. C., & Loebel, E. (2012). Uma Avaliação da escala de etnocentrismo do consumidor (CETSCALE): indícios do Brasil. Brazilian Business Review, 9(4), 108-132.
Link Permanente:
http://www.spell.org.br/documentos/ver/8869/uma-avaliacao-da-escala-de-etnocentrismo-do-consumidor--cetscale---indicios-do-brasil/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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