Consumer attitudes: Cultural influences, values

 

Marketing and marketing research usually are discussed in the microcosm of established models, which interpret the 'world of consumption' as an independent world with no relation to society and cultur ...

Market research, especially qualitative research, is a form of democracy in that it gives consumers a voice in affairs that directly affect their everyday lives. However, the methods of qualitative re ...

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996, the Polo Jeans ...

This paper examines the extent to which the old cliché 'think global, act local' is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets ...

The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia. It was shown that the educational program has an influence on the responses that childre ...

In general, the telecom industry is about to lose its power to individual consumers. Given the intensified competition in the field of telecommunications, it is consumer buying power that increasingly ...

In the rapidly growing markets of Asia, new products, brands and services will increasingly compete for consumer attention. As marketers move towards building global brands, the need for market data w ...

Marketers who are establishing operations in China have only recently begun to understand the Chinese consumer. Though it has become easier to conduct marketing research, there are not many cases wher ...

China has been described as a sleeping dragon that has just woken up. The economic reform, combined with the rapid growth of foreign investment, has propelled the economy to double digit growth. The p ...

In this paper, we discuss research into marketing in Asia at three different levels, and briefly describe recent studies: Research into Asian markets; e.g. the acceptance of Australian native flowers ...

This paper looks at how the emergence of the Asia Pacific region demands different skills and approaches to brand marketing. The author explores the impact of the region's changing face on the resear ...

n his book 'Asia Rising' Jim Rohwer describes Asia as a 'bewildering amalgam of religions, races, cultures and languages, of rich and poor, and of advanced and backward.' The purpose of this paper is ...

The objective of this paper is to investigate ethnocentric behavior of Azerbaijani and Kyrgyz consumers. Data for the study were collected through personal interviews in four districts of Bishkek-the ...

This study examined the similarities and differences between the values portrayed in magazine advertising in the United States and Sweden. Cross-cultural content analysis indicated the values conveyed ...

In this article, we have content analyzed 1,105 PRC and US television commercials and identified eight cultural values that dominate either Chinese or US television advertising. While US commercials t ...

This paper starts with a discussion of the overlapping domains of anthropological study and market research, pointing out the fundamental role culture plays in shaping brands. It then explores the use ...

Recent events in India have accelerated the pace of economic and social changes in India. Marketers are often intrigued by the seeming contradictions in India. This study attempts to understand some o ...

These unique surveys of Russia's regions offer insights into the development of one crucial aspect of capitalism -- attitudes and policy preferences -- among both opinion leaders and the general publi ...

This paper presents the attempt to launch a periodic consumer survey programme within the conditions of free-market economy build in contemporary Poland. The consumer survey approach is based on a the ...

The paper is divided in three parts. A short introduction explains the uses of sociocultural variables and typologies in Western Europe. Since Eastern European markets are developing towards the level ...

The constructs of Individualism-Collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentation in Central Eastern Europe. These cultural values at a macro leve ...

This paper explores differences and similarities in a few basic value orientations in Eastern and Western European countries. Since knowledge about Eastern European countries is scarce or even lacking ...

This paper is analysing the micro-economic behaviour of households in seven post-Communist societies: Poland, Czech Republic, Slovakia, Hungary, Ukraine, Belarus and Russia. The first chapter of the p ...

perceptions of the quality of various products 'Made in Europe' compared to the quality of goods 'Made in the USA' and 'Made in Japan'. Also, conditions under which the use of the 'Made in Europe'-lab ...

This study investigates the incidence and importance of 'country of origin' for a wide range of products made and marketed across Europe. How important is the 'country of origin' effect in shaping pur ...

While research on international advertising has been conducted for more than 30 years, previous efforts have paid little attention to countries that share a similar language and/or culture. This study ...

This paper reviews the regrets and fears expressed by North American scholars about the commercialization of culture and presents a method for measuring the cultural character of advertising. This con ...

An important feature of contemporary international advertising is the use of verbal allusion to a product's country of origin as a selling-point. With reference to slogans used in European advertising ...

With the use of a congruity theory approach, consumers were asked to evaluate the quality of apparel for three brand types (name, designer, store), four store types (department, discount, national cha ...

This study examines prevailing consumer attitudes towards made in USA, Japan, FR Germany, Italy, England and Taiwan labels in Bahrain and Saudi Arabia. The findings suggest that the two groups by and ...