消费者行为学之影响消费者行为的文化因素.pptVIP

关于产品概念 核心产品（利益、解决方案） 形式产品（性能、特征、形式、质量、品牌等） 延伸产品（服务、保修、安装、支付方式、交付等） * * Ma Guo, CEBA, Teaching Notes of Consumer Behavior 第十八页，共三十九页。 2）文化影响消费结构culture influences the structure of consumption Through the legal and governmental system, a nation’s culture determines what suppliers can offer, the ways products can be marketed, and the degree to consumers are allowed to act on their preferences. 3）文化影响个人决策Culture influences individual’s decision-making Culture, along with other elements of the environment, affects all stages of consumer decision making. * * Ma Guo, CEBA, Teaching Notes of Consume