Czasopismo
Tytuł artykułu
Warianty tytułu
Researching of Consumer's Behavior Differentiation in European Space - The Main Purposes of Research Project "Consumer Behaviors in Differentiated Cultural European Environments"
Języki publikacji
Abstrakty
Przedstawiono założenia projektu badawczego nt. zróżnicowania zachowań konsumentów w Europie.
The international activity of companies is conditioned by many determinants, which are mainly results of complexity and changeability of foreign environment. Its elements belong to the economical, technological, political and legal factors. The area, which is still underestimated by Polish companies, is cultural environment.
By increasing the knowledge about characteristic features of different consumers' cultures it can be minimized unpleasant surprises which are connected with differences between international соmpany's cultures and foreign consumers' cultures. Consumers' behaviors from culturally different European environments will be the main researching area in this project. The principal purpose of the project will be finding the answers following the question: if consumers from culturally different European environments are loyal clients; if they are ethnocentric; if they are cosmopolitan; if they internationalist; if they take into account COO (Country of Origin Effect) by purchasing particular products; if they make decisions individually; if their decision process is short/large, etc.
There will be researched young peoples' segment, whose behaviors differ from cultural stereotypes. Besides, young people are the future market for Polish companies in the European countries. The project's results will be the crucial advice for Polish firms. (original abstract)
By increasing the knowledge about characteristic features of different consumers' cultures it can be minimized unpleasant surprises which are connected with differences between international соmpany's cultures and foreign consumers' cultures. Consumers' behaviors from culturally different European environments will be the main researching area in this project. The principal purpose of the project will be finding the answers following the question: if consumers from culturally different European environments are loyal clients; if they are ethnocentric; if they are cosmopolitan; if they internationalist; if they take into account COO (Country of Origin Effect) by purchasing particular products; if they make decisions individually; if their decision process is short/large, etc.
There will be researched young peoples' segment, whose behaviors differ from cultural stereotypes. Besides, young people are the future market for Polish companies in the European countries. The project's results will be the crucial advice for Polish firms. (original abstract)
Rocznik
Strony
250--256
Opis fizyczny
Twórcy
- Akademia Ekonomiczna w Poznaniu
autor
- Akademia Ekonomiczna w Poznaniu
Bibliografia
- Antonides G., W. Fred van Raaij, Zachowanie konsumenta. Podręcznik akademicki, Wydawnictwo Naukowe PWN, Warszawa 2003.
- Bartosik-Purgat M., Uwarunkowania kulturowe w marketingu międzynarodowym, AE, Poznań 2004.
- Boddewyn J., Soehl R., Picard J., Standardization in International Marketing: is Levitt in Fact Right?, "Business Horizons" 1986, nr 11/12.
- Foxall G.R., Goldsmith R.E., Psychologia konsumenta dla menedżera marketingu, Wydawnictwo Naukowe PWN, Warszawa 1998.
- Jai-Ok K., Forsythe S., Qingliang G., Sook J.M., Cross-cultural Consumer Values, Needs, and Purchase Behavior, "Journal of Consumer Marketing" 2002, vol. 19, nr 6.
- Katona G., The Powerful Consumer. Psychological Studies of the American Economy, New York 1960.
- Lambkin M., Foxall G., Van Raaij F., Heilbrunn B. (red.), Zachowanie konsumenta. Koncepcje i badania europejskie, Wydawnictwo Naukowe PWN, Warszawa 2001.
- LeBlanc R.P., Herndon N.C., Cross-cultural Consumer Decisions: Consideration Sets - a Marketing Universal, "Marketing Intelligence & Planning" 2001, nr 19/7.
- Levitt T., The Globalization of Markets, "Harvard Business Review", 1983, nr 5/6.
- Liu R.R., McClure P., Recognizing Cross-cultural Differences in Consumer Complaint Behavior Intentions: an Empirical Examination, "Journal of Consumer Marketing" 2001, vol. 18, nr 1.
- Małysa-Kaleta A., Konsumpcja i zachowania konsumentów w Polsce w warunkach integracji europejskiej. Wybrane zagadnienia, Wydawnictwo Uczelniane Akademii Ekonomicznej im. Karola Adamieckiego w Katowicach, Katowice 2003.
- Mazurek-Łopacińska K., Globalizacja w aspekcie wpływu na zachowania konsumenckie, "Marketing i Rynek" 2001, nr 3.
- Patrzałek W. (red.), Kulturowe determinanty zachowań konsumenckich, Wydawnictwo Uniwersytetu Wrocławskiego, Wrocław 2004.
- Smyczek S., Sowa I., Konsument na rynku. Zachowania, modele, aplikacje, Wyd. Difin, Warszawa 2005.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171550271