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Books > Business & Economics > Business & management > Sales & marketing
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Culture and Consumer Behavior (Paperback)
Loot Price: R1,565
Discovery Miles 15 650
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Culture and Consumer Behavior (Paperback)
Series: Foundations and Trends (R) in Marketing
Expected to ship within 10 - 15 working days
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Culture and Consumer Behavior explains the importance of cultural
literacy in marketing, and why a solid understanding is vital to
successful international marketing efforts. The authors use a
conceptual and empirical framework for analyzing how culture
affects consumer behaviors, and provide 7 steps for understanding
the influence of culture on consumer behaviors. The 7 steps are as
follows: 1. Identify the key components of culture. 2. Find out and
describe the major clusters of countries or regions based on their
similarities and differences in consumption behaviors. 3. Relate
similarities and differences in consumption behaviors to key
components of culture. 4. Develop and test specific hypotheses
regarding the joint effects of different components of culture on
consumption behaviors. 5. Track the changes in consumption behavior
within a country in response to social and economic development. 6.
Formulate and test specific hypotheses regarding the joint effects
of different components of culture on changes in consumer behaviors
within a country. 7. Conduct experimental studies to understand
when consumers will follow cultural norms and when they will not.
Culture and Consumer Behavior demonstrates the value of this
approach by using it to model tourist consumption, combining
business analytic and experimental methods. The authors go on the
conclude that the full implications of this way of thinking about
culture for marketing remain to be exploited in future research,
and present suggestions for developing more dynamic theories of
culture and consumer behaviors.
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