The aim of the research, the results of which are presented in this paper, is to research the consumer preferences of the Moravica District towards the consumption of domestic and foreign products. As globalization alters market conditions, creates new sources of competition, it is impossible not to think about protecting domestic products and the impact of the increased import of foreign products on the preferences of domestic consumers. Liberalization, as a regulator of market, certainly influences the need to create mechanisms for the protection of domestic production, and the changed consumer preferences are an important factor in monitoring and defining new protection measures so that domestic producers of the Republic of Serbia are ready, primarily for the European market. For this reason, we decided to investigate what consumer ethnocentrism is like in the central part of the Republic of Serbia, in the Moravica District. As the results show, the challenges posed by globalization have greatly influenced consumer attitudes and changes in attitudes towards ethnocentrism.
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