Business Paper代写案例-文化与购买行为的关系。本文是一篇由本站代写服务提供的paper写作案例范文,主要内容是讲述文化和购买行为在过去几十年中以前所未有的方式相互关联。对这种关系的认识导致了越来越多的跨文化研究。本篇paper指出消费者行为在很大程度上是由文化因素决定的,这些因素包括特定文化的共同假设、规范、价值观和标准。营销人员和其他专家注意到,寻求更深入地了解全球消费者和市场之间关系的重要性越来越大。本篇paper揭示了文化和消费者行为之间的模式,不同种族和亚群体之间的模式包含相似的文化价值观。本篇paper的研究人员发现,亚文化在品牌忠诚度、感知风险和决策等方面存在差异。根据这些研究,购买决策不能被解释为独立事件,因为它们与社会关系和文化价值观密切相关。不同国家的文化因素各不相同,但随着人们对不同文化理解的移民,文化因素变得复杂起来。在这些情况下,人们接触到各种各样的文化群体,每个群体都提供了相互矛盾的信息,最终影响了他们的购买行为。以下就是这篇Business Paper代写案例的具体内容,供参考。
Culture and buying behaviour are found to be related in an unprecedented way the last decades. The recognition of this relationship has led to a growing number of research conducted across cultures. Consumer behaviour is largely determined by cultural factors comprised of mutually shared assumptions, norms, values and standards of a specific culture. Marketers and other experts have noted the increasing importance of seeking a deeper insight of the relationship between consumers and markets around the globe. Many studies revealed patterns between culture and consumer behaviour, between different ethnic groups and subgroups that contain similar cultural values (McCracken 1986). Researchers have found differences across subcultures in aspects such as brand loyalty, perceived risk and decision making (Doran 1994). According to these studies, buying decisions cannot be interpreted as independent events, because they are tightly related with social relationships and cultural values (Jaishankar, 1998). Cultural factors differ among countries, but they become complicated when people immigrate to foreign countries with different cultural understandings. In these cases, people are exposed to a wide diversity of cultural groups, with each group providing contradictory information that eventually affect their purchase behaviour.
People of different countries are carrying a specific national character, and the core values of any society are shaping its national culture (Hofstede, 1991). Companies must develop such marketing communications that respond to both domestic and global perspective. In the modern world, as companies are expanding towards new international markets and enter wider territories that deals with people from many different backgrounds, learning of the cultural features of consumer behaviour is of great importance in market segmentation, targeting and product positioning. The aim of this paper is to examine the concepts of culture and subcultures and to investigate the effects they have on consumer behaviour.
不同国家的人民都具有特定的民族特征,任何社会的核心价值观都在塑造其民族文化。公司必须开发这种既能回应国内视角又能回应全球视角的营销传播。在现代世界,随着公司向新的国际市场扩张,并进入与来自不同背景的人打交道的更广阔领域,了解消费者行为的文化特征在市场细分、目标定位和产品定位方面具有重要意义。本篇paper的目的是研究文化和亚文化的概念,并调查它们对消费者行为的影响。
Culture 文化
Culture is a part of every society and its concept is extremely important for understanding the consumer behaviour. Iit can be viewed as the shared memory of the human society (Solomon, 2006). The definitions of culture are mostly identical. Culture is defined by the beliefs, values and customs that serve to guide the consumer behaviour of members of a society. Those beliefs and values refer to the acquired feeling and priorities that individuals have about their things and possessions (Tyagi and Kumar, 2004). According to Hofstede (1991), Trompenaars (1993), and Czinkota, M.R. and Johnston, W.J. (1981), the culture is based on languages, education, laws, economy, religion, class, values, status, food customs, art, technology, manners and work pattern, shared in a specific society.
文化是每个社会的一部分,其概念对于理解消费者行为极其重要。它可以被看作是人类社会的共同记忆。文化的定义基本相同。文化是由指导社会成员消费行为的信仰、价值观和习俗所定义的。这些信念和价值观指的是个人对自己的东西和财产的后天感受和优先顺序。本篇paper根据Hofstede、Trompenaars、Czinkota,M.R.和Johnston,W.J.的观点,文化是基于特定社会中共享的语言、教育、法律、经济、宗教、阶级、价值观、地位、饮食习惯、艺术、技术、举止和工作模式。
Culture has a profound influence and refers to those aspects of human activities, that are emblematic and meaningful- behaviour, expectations, values, customs and traditions. Cultural influence change under political, social, technological and economic forces, which makes it so dynamic and complex, that is often difficult to determine its impact on human behaviour. The influence of culture on contemporary consumers varies between countries, it is also affected by an individual`s family, friends and social environment during his whole life.
文化具有深远的影响,指的是人类活动中具有象征意义的方面——行为、期望、价值观、习俗和传统。文化影响是在政治、社会、技术和经济力量的作用下发生变化的,这使其具有如此的动态性和复杂性,往往很难确定其对人类行为的影响。文化对当代消费者的影响因国家而异,也受个人一生中的家庭、朋友和社会环境的影响。
Analyzing the consumer preferences of different groups of people can be very difficult, and marketers have to take into account the specific factors that are essential to each market in order to adapt its product and its marketing strategy. Values and beliefs affect wide range of specific perceptions that impact the way an individual evaluates specific brand or product category. The past research have shown that different cultures respond differently to new product and technological innovations. If the influence of culture on consumer behaviour is misunderstood, a product might fail in a new cultural market (Mahajan and Muller, 1994; Maitland and Bauer, 2001; Takada and Jain, 1991; Tellefsen and Takada, 1999; Tellis et al., 2003; Van Everdingen and Waarts, 2003).
本篇paper认为分析不同人群的消费者偏好可能非常困难,营销人员必须考虑对每个市场至关重要的特定因素,以调整其产品和营销策略。价值观和信念会影响广泛的特定感知,这些感知会影响个人评估特定品牌或产品类别的方式。过去的研究表明,不同的文化对新产品和技术创新的反应不同。如果误解了文化对消费者行为的影响,产品可能会在新的文化市场中失败。
For instance, in some countries they value the Swedish made automobiles, in other they prefer the German once; in different societies people add sugar in their coffee, in others sweetener, they put ketchup on eggs versus on fries etc. In France men use more cosmetic products than women. In Japan the number four is considered unlucky, and more products are sold in groups of five. These are all examples of the behaviour of different societies.
例如,在一些国家,他们看重瑞典制造的汽车,而在另一些国家,它们更喜欢德国制造的汽车;在不同的社会中,人们在咖啡中加糖,在其他社会中加甜味剂,在鸡蛋上加番茄酱,而不是在薯条上。在法国,男性比女性使用更多的化妆品。在日本,数字四被认为是不吉利的,更多的产品是以五个人一组的方式出售的。这些都是不同社会行为的例子。
Subculture 亚文化
A society with a common culture can be subdivided into various groups called sub-cultures. Subcultures are groups of people who share the same values and behaviour due to a common lifestyle or similar experience (Lenartowicz and Roth, 2001). They can be divided on the basis of socio cultural-nationalities- religion, racial groups; and demographics-language, gender, age. The sub-cultures differences in consumer behaviour can be used by marketers to segment the market activity and adapt the promotional activities, positioning, marketing mix and brand name. Below are described some important categories of subcultures on the basis of nationality, economic situation, religion, age, race, age and gender.
一个具有共同文化的社会可以细分为不同的群体,称为亚文化。亚文化是指由于共同的生活方式或相似的经历而具有相同价值观和行为的群体。他们可以根据社会文化民族进行划分——宗教、种族群体;人口统计语言、性别、年龄。营销人员可以利用消费者行为中的亚文化差异来细分市场活动,并调整促销活动、定位、营销组合和品牌名称。
Nationality subculture 民族亚文化
Many countries are divided in sub cultures. Within a particular countries there are vast amount of population who have origins from other countries, with each region having its hereditary characteristics. In India for example, there are Indians, Sikh’s, Indo Chinese, Punjabi’s, Parsees, Moghuls and South Indian people (Bhasin, 2016). These people show different consumer behaviour in dressing style, foods, language, cultural artefacts etc.
许多国家在亚文化方面存在分歧。在一个特定的国家内,有大量来自其他国家的人口,每个地区都有其遗传特征。例如,在印度,有印度人、锡克教人、中南半岛人、旁遮普人、帕西人、莫卧儿人和南印度人。这些人在穿着风格、食物、语言、文化艺术品等方面表现出不同的消费行为。
Age 年龄
Age is a major subculture. The consumers’ habits, lifestyle, activities and hobbies evolve with the time. There are different stages that are considered to be distinctive – young people, married couples, single people, and elderly people. Different age groups have different preferences for music, magazines, foods, TV programs, movies, clothes etc. For instance, young people are more exposed to unhealthy products like fast food, in contrast to elderly people who need to have healthy diet in order to avoid health problems (Himansu, 2009).The factors influencing the buying decision process change according to the individual status- whether he is single, in a relationship, if he has children. They also change according to the region where an individual lives- in a city, in small town or in the countryside. Marketers should evaluate and measure the criteria that influence the buying behaviour in order to adapt to their customers.
年龄是一种主要的亚文化。消费者的习惯、生活方式、活动和爱好随着时间的推移而变化。有不同的阶段被认为是与众不同的——年轻人、已婚夫妇、单身人士和老年人。不同年龄组对音乐、杂志、食物、电视节目、电影、衣服等有不同的偏好。例如,年轻人更容易接触快餐等不健康产品,而老年人则需要健康饮食来避免健康问题。影响购买决策过程的因素会根据个人状况而变化——无论他是单身、恋爱中还是有孩子。它们也会根据个人居住的地区而变化——在城市、小镇或农村。营销人员应该评估和衡量影响购买行为的标准,以适应他们的客户。
Social class 社会阶层
Consumer economic situation or social class has maybe the biggest influence on the consumer behaviour of an individual. If a consumer has low income he will be more focused on price, while a person who belongs to a higher social class is interested in elements such as features and quality. Social class influences buying preferences in many aspects-clothing, entertainment, furnishing, what a person drives or rides, which product or brand he needs or does not needs. Some brands are focused only to one social class. Others, like BMW, adjust their products to match different classes (Normal, Premium and Super Premium cars) (Bhasin, 2016). The buying behaviour of people in certain social class is similar, and it is important for a business to adjust their marketing activities to them and invest in understanding the local culture.
消费者的经济状况或社会阶层可能对个人的消费行为影响最大。如果一个消费者收入较低,他会更关注价格,而一个属于更高社会阶层的人则对功能和质量等元素感兴趣。社会阶层在许多方面影响购买偏好——服装、娱乐、家具、一个人驾驶或乘坐什么,他需要或不需要哪个产品或品牌。有些品牌只关注一个社会阶层。其他公司,如宝马,调整其产品以匹配不同级别(普通、高级和超高级汽车)。某些社会阶层的人的购买行为是相似的,企业调整营销活动以适应他们并投资于了解当地文化是很重要的。
Gender 性别
All cultures have inherited different traits for males and females roles. However in the modern world the roles are slowly getting mixed and both genders perform the other`s traditional roles. Studies have revealed that genders react differently to advertisements. Women are influenced more by complex, category oriented ads, while men are affected more by simple attribute oriented ads. Marketers should analyze these preferences and advertise differently for men and women.
所有文化都继承了男性和女性角色的不同特征。然而,在现代世界中,角色正在慢慢混合,男女都扮演着对方的传统角色。研究表明,性别对广告的反应不同。女性更容易受到复杂的、面向类别的广告的影响,而男性更容易受到简单的、面向属性的广告的影响力。本篇paper指出营销人员应该分析这些偏好,并为男性和女性做不同的广告。
Religion 宗教
In every country around the world people belong to different religions, have different faiths and beliefs, like Christians, Muslims, Buddhist etc. For example, it is against Hindu culture for a bride to wear red on her wedding, for a Christian bride it is preferable to wear a white dress, and Muslims prefer wearing green on this occasions. For Muslims eating pork is against the Muslim religion, and for Hindus eating beef is considered to be a sin. Even with the same culture, these subcultures show distinctive purchasing behaviours.
在世界各地的每个国家,人们都属于不同的宗教,有不同的信仰和信仰,如基督徒、穆斯林、佛教徒等。例如,新娘在婚礼上穿红色衣服是违反印度教文化的,基督教新娘最好穿白色衣服,穆斯林在这种场合更喜欢穿绿色衣服。对于穆斯林来说,吃猪肉是违反穆斯林宗教的,而对于印度教徒来说,吃牛肉被认为是一种罪过。即使在相同的文化中,这些亚文化也表现出独特的购买行为。
It is important for marketers to understand the cultural impact on consumer behaviour for many reasons. The world is becoming more globalized than ever, and thanks to the studies done it is known that there are drastic differences between the cultures of the people, and therefore between their consumer behaviour. Businesses must recognize these differences in order to achieve customer satisfaction. If they consider all factors that influence consumers according to their culture, they will be able to sell their products properly and succeed in the specific market.
营销人员了解文化对消费者行为的影响是很重要的,原因有很多。世界正变得比以往任何时候都更加全球化,由于所做的研究,人们知道人们的文化之间存在巨大差异,因此他们的消费行为之间也存在巨大差异。企业必须认识到这些差异,才能获得客户满意度。如果他们根据自己的文化考虑影响消费者的所有因素,他们将能够正确地销售产品,并在特定市场上取得成功。本站提供各国各专业paper写作格式范文,paper代写以及paper写作辅导,如有需要可咨询本平台。
相关文章
UKthesis provides an online writing service for all types of academic writing. Check out some of them and don't hesitate to place your order.