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Kultur und Konsumentenverhalten by Heveroch, Petra

Kultur und Konsumentenverhalten

by Petra Heveroch
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Book cover type: Paperback
  • ISBN13: 9783638793278
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Management

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Sonstiges, Note: 2,3, Universit�t zu K�ln (Institut f�r Wirtschafts- und Sozialpsycholgie), Veranstaltung: Konsumentenverhalten, Sprache: Deutsch, Abstract: Kulturelle Faktoren besitzen laut Kotler und Armstrong (2001) den gr� ten und tiefsten Einfluss auf das Konsumentenverhalten. Auch Solomon, Bamossy und Askegaard (2001) stellen fest, dass Konsumentenentscheidungen nicht verstanden werden k�nnen, ohne den kulturellen Kontext zu betrachten, in dem sie getroffen werden. Somit stellt Kultur ein Prisma dar, durch das die Menschen Produkte betrachten. Die Kultur, der ein Konsument angeh�rt, bestimmt seine Gesamtvorlieben f�r verschiedene Aktivit�ten und Produkte. Beim Design eines Produktes m�ssen laut Cateora (2005) der Stil, die Funktion und andere verwandte Marketingaktivit�ten so gestaltet werden, dass sie kulturell akzeptabel sind, um den gew�nschten Effekt zu erreichen. In der Tat ist Kultur Gegenstand aller Marketingbereiche, beim Preis, der Promotion, Distribution, dem Packaging und Styling. Stets werden diese Aspekte im kulturellen Kontext beurteilt und resultieren entweder in Akzeptanz, Widerstand oder Ablehnung von Produkten. Die Art, wie Menschen konsumieren, die Priorit�ten der Bed�rfnisse und W�nsche, die sie befriedigen wollen und die Art, wie sie dieses tun, sind Funktionen ihrer Kultur, die ihren Lebensstil formt und diktiert. Diese Seminararbeit setzt sich zum Ziel, den Einfluss der Kultur auf das Konsumentenverhalten zu untersuchen. Dabei wird sich dem komplexen Ph�nomen angen�hert, indem zun�chst Ursprung und Elemente des generellen Kulturbegriffs betrachtet werden. Als einer der zentralen Punkte werden die kulturellen Dimensionen von Hofstede pr�sentiert. Auf den Grundlagen aufbauend sollen im Hauptteil zwei empirische Studien vorgestellt werden, die sich mit verschiedenen Aspekten der Kultur und ihrem Einfluss auf Konsumenten besch�ftigen. Will man Kulturunterschiede verstehen, muss man sic

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