Creative Commons

This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The purpose of the current survey is the analysis of the ethnocentric behavior of the Greek Millennials since they are the growing population of consumers. Their ethnocentric behavior was based on their cultural openness. Since the main subject of the survey is to measure the consumer ethnocentrism level of Greek Millennials, the CETSCALE scale was validated and used to generate the relevant results. Additionally, part of the survey is measuring measure Greek Millennials’ attitude towards specific soft drinks, orangeade, brands that can be found in the Greek market in order to understand if there is a spotlight of Greek Millennials’ preference on orangeade soft drink and the rest population according to other surveys. A population of 147 respondents, completed a structural questionnaire to accomplish the purpose of the study. Moreover, various statistical analyses were performed and the final results were displayed. According to the findings of the survey, Greek Millennials have ethnocentric tendencies regardless their openness to experience, and it seems that there is an important part of their population which supports Greek branded and domestically produced products but there is also another part that prefers the quality of well-established brands.