Consumer behavior in the context of selected socio- demographic characteristics

Consumer materialism is defined as the accumulation of property and subsequent exposure of this property to admiration. Compulsive consumer behavior is a compulsive activity aimed at uncontrolled shopping and consumption. Ethnocentric consumers consider purchasing foreign products to be a bad act in view of the impact on the domestic economy. Objectives. The aim of the contribution is to examine specific forms of consumer behavior in terms of gender and consumer education. Method. The research sample consisted of 160 respondents, namely 95 women and 65 men aged 18-65 (m = 35,621, SD = 2,578). For the research purposes, the Consumer Ethnocentric Tendencies Scale (CETSCALE) was used by Shimpa and Sharma (1987) to determine the level of consumer ethnocentrism. Consumer behavior was also found in two sub-scales inspired by Schiffman and Kanuk (2004), namely the subconscious of consumer materialism and the subconscious of compulsive consumer behavior. Results. Using t-tests for two independent samples were found statistically significant differences in the level of compulsive consumer behavior in favor of women. At the level of consumer ethnocentrism, consumer materialism and compulsive consumer behavior, there were no statistically significant differences in the secondary and higher education of respondents. Limitations. The limitation of research study is an occasional choice of research sample.