CULTURE’S IMPACT ON PRODUCT ACCEPTANCE: KEY INTERFACES BETWEEN INVOLVEMENT AND ADOPTION

Yıl 1997, , 239 - 244, 01.01.1997

Berrin Güner

https://doi.org/10.14783/maruoneri.727177

Öz

Tüketici davranışları ile kültür arasındaki ilişki literatürde kanıtlanmıştır. Bu araştırmada, bu ilişki, tüketicilerin mamulle olan bağlantıları ve yeni ürünü tüketime kabul etme hızları açısından incelenmiştir. Çalışma ayraca, uluslararası pazarlamacılara, yabancı Pazarları anlamada ve uygun pazarlama stratejilerini oluşturmalarında faydalı olacak önemli bir matris de sunmaktadır.

Anahtar Kelimeler

Kültürün Etkisi, Ürün Kabulü, Tüketici Davranışları

Kaynakça

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