topicconehviou消费者行为分析r.ppt

* E.g. one consumer may place a high value on achievement and may demonstrate success by symbols of luxury and prestige. Another consumer may have a culturally derived desire to appear young and active, may buy cosmetics that advertise a “younger look,” and may enroll in an exercise program. * Not everyone in a particular country holds cultural values to the same degree. While values of comfort and social recognition are widely held in American society, differences in these values between groups provide marketers with a basis for developing different strategies within as well as across countr