Exploring Albanian Consumer Ethnocentrism: A Factor Analysis Approach

Abstract

Ethnocentrism has a direct influence on consumer choices since ethnocentric buyers are more inclined to favor domestic goods over imports. By examining this mindset, companies can better comprehend the reasons behind customer preferences and adjust their marketing tactics to appeal to regional sentiments. Businesses can create more successful branding and marketing efforts by utilizing the information gathered from consumer ethnocentrism research. It is essential for businesses looking to enter foreign markets to comprehend ethnocentrism. Businesses, marketers, and legislators can gain important insights into consumer behavior by examining consumer ethnocentrism. The purpose of this study is to examine the influence of ethnocentrism on consumer behavior, specifically how ethnocentric buyers prefer domestic goods to imported products. This research aims to provide insights that can help businesses tailor their marketing strategies to regional preferences and better understand the factors driving consumer choices. A structured questionnaire survey was used to collect data from respondents in Albania. The study employed an exploratory factor analysis to identify the key elements that influence consumer ethnocentrism. Attitudes toward consumer ethnocentrism were measured using a seven-point Likert scale, ranging from "strongly disagree" to "strongly agree," to assess respondents’ levels of ethnocentric tendencies. The study identified three key factors that have the greatest impact on consumer ethnocentrism. These factors account for 61.192% of the total variance in consumer ethnocentrism within the Albanian context. The findings reveal important insights into the drivers of ethnocentric behavior and the preferences for domestic products over imports. The research concludes that ethnocentrism plays a significant role in shaping consumer preferences, particularly in markets like Albania. Understanding the key factors that drive ethnocentric attitudes can help businesses and marketers refine their strategies for targeting local consumers more effectively. The findings of this study have practical implications for businesses looking to operate in foreign markets, especially in Albania. By understanding the factors that influence consumer ethnocentrism, companies can develop more targeted marketing campaigns, improve brand positioning, and contribute to the growth of the national economy. The findings demonstrate how adding consumer ethnocentrism to case-based learning and policy simulations can greatly enhance the social science and business school curricula. Additionally, policymakers and businesses can use this information to promote domestic industries and foster economic growth.

Received: 7 May 2025 / Accepted: 14 October 2025 / Published: 05 November 2025