跨文化消费者行为Cross-culturalconsumerbehaviour.pptVIP

Chapter 4 Cross-cultural consumer behaviour;introduction;4.1 Culture and consumer behaviour ------ the influence of major cultural traits on consumer behaviour.;Ⅰ. Hierarchies of needs, which shape demand across product categories.;2. the satisfaction of our needs were influenced by the level of economic development. In a less developed economy, people usually focus on more basic survival needs. However, some cultures encourage the need for self-actualization. ;3. consumer motivations are rooted in the dynamics of social life.;Ⅱ. Individualism and collectivism;Ⅲ.Independent versus interdependent self;2. independent and interdependent ; 2)the interdependent self of most Asians is based on an assumption of collectivism. People with interdependent selves tend to value the criteria of appropriate social conduct in their consumption behaviour. ;Ⅳ.Institutions, social conventions, habitsand customs; 4.2 The influence of culture on selected aspects of consumer behaviour -----the impact of culture on selected aspects of consumer behaviour.;1.Loyalty; 3)Uncertainty avoidance and collectivism were both positively related to loyalty, companies entering markets with these characteristics will face more obstacles. 4) marketing strategies need to differ where consumers are fundamentally more loyal.;2.Consumer involvement;3.Perceived risk;4.Consumer cognitive styles