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Cross-National Consumer Psychographics (Paperback)
Loot Price: R1,456
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Cross-National Consumer Psychographics (Paperback)
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What makes consumers behave as they do?Just as demographics examine
the "who" of consumer behavior, psychographics examine the "why".
Psychographics show the motivations that people have in regard to
purchasing products and choosing a lifestyle. The measurement
approaches of psychographics utilize a combination of the
personality, social value, and demographic variables.
Cross-National Consumer Psychographics demonstrates that as
communication and interactions between different parts of the world
increase, marketing practitioners and educators will benefit by
continuing to employ psychographic segmentation as a fundamental
teaching and marketing tool. Examining consumer behavior with
Cross-National Consumer Psychographics will bring you an improved
understanding of the political and economic ties between
communities and citizens, and will facilitate improved market
understanding, segmentation, and communication.Cross-National
Consumer Psychographics explores important marketing topics like:
the role of psychographics and values in international marketing
cross-cultural consumer information processing styles the
relationship between independent and interdependent self-concepts
and reasons for purchase the internationally recognized List of
Values (LOV)and specific case studies including: the values of
American and Japanese mothers (using the LOV) means-end analyses of
fish consumption in Denmark and France effects of the change of
sovereignty on consumer preferences in Hong KongCross-National
Consumer Psychographics provides data from several applications of
the List of Values (LOV) coming from various parts of the globe,
showing the implications of particular cultures upon consumerism.
Through this unique book, you will discover how countries and
consumer groups can be segmented and approached based on their
social values to help you develop more effective marketing
strategies for your products.
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