Marketing bán hàng - Chapter 7: Consumer behavior in the international context

Chapter 7 Consumer Behavior in the International ContextChapter Outline Perspectives on Consumer BehaviorMotivationLearningPersonality- Personality Traits- Hofstede's National Cultures- Clustering: Commonality and DiversityChapter OutlinePsychographicsPerception- Formation of Perception- Country of Origin and Perceived Product QualityAttitudeChapter Outline Social ClassGroupFamilyOpinion LeadershipDiffusion Process of InnovationsFactors PSYCHOLOGICAL FACTORS- unit of analysis = individualSOCIAL FACTORS- unit of analysis = groupPsychological FactorsMotivationLearningPersonalityPsychographicsPerceptionAttitudeSocial Factors Social ClassGroupFamilyOpinion LeadershipDiffusion Process of InnovationsCultureSubcultureHofstede’s National Culture Individualism vs. CollectivismLarge vs. Small Power DistanceStrong vs. Weak Uncertainty AvoidanceMasculinity vs. Femininity Temporal Orientation: short- vs. long-termCountry of Origin and Perceived Product Quality Factors Affecting Perception of Product Quality - Country of Assembly- Country of Design- Retailer's Image- Brand Name- Marketing Factors- Halo Effect vs. Product-Specific Effect