文化对社会阶层在个人消费和工业买家汽车消费的影响 [2]
论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2013-03-25编辑:hynh1021点击率:5905
论文字数:13200论文编号:org201303202210034147语种:中文 Chinese地区:中国价格:免费论文
关键词:购房产品消费
摘要:在决定购买房时,个人消费者和工业买家受到文化和社会阶层的影响。不同的国家有不同的文化。所有个人消费者和工业买家属于他们特殊的社会阶层,根据他们的职业,财富,声望等做决定。
gs of the same word in different cultures. Customer culture theory (CCT) is the theory that addresses the experiential, socio-cultural, ideological and symbolic aspects of consumption. People in different countries and areas have different culture, giving them different languages, religious beliefs, ethic values and aesthetics. In a Muslin country people are forbidden to eat pork products; in India people are not supposed to buy beef; In Christian counties people will not buy products with the number 13. A non-profit organization will be blamed if it buys a priceless desk for its charger. Social class is one of the most contested concepts in sociology theory. In this stratified world, people are parted into different classes according to their status. Gilbert and Kahl (2002) classified people in USA into 6 classes, taking economic variables, social variables and political variables into account. The 6 classes he classified are capitalist class, upper middle class, lower middle class, working class, working poor and underclass. Leonard Beeghley (2004) classified people in USA into 5 classes: the supper rich, the rich, middle class, working class and the poor. William Thompson & Joseph Hickey (2005) also classified them into 5 classes: upper class, upper middle class, lower middle class, working class and lower class. Today few societies are as class-ridden as before, due to multiculturalism and changing economy, but some features still exist. People of different social class have different consumption behavior. Working class cannot afford a Rolls-Royce or a Luis Vuitton bag. A venerable politician will be criticized if he breaks the image of upper class by wearing a pair of $15 jeans trousers.
The influence of culture and social class in consumers’ behavior has long been found. Taking color as an example, Americans treat the deep color as the symbol of being rich. So Americans use deep color for their cosmetic products. Although American companies made efforts in
advertising their cosmetic products to Japanese, they found Japanese indifferent to their products. After investigation they found that Japanese prefer white, thinking white skin is the symbol of being beautiful and rich. Another cultural example is the use of violet for decoration. Chinese people like violet very much, while French treat it as the sign of a failure in love. So when Chinese export their cloths and art-wares decorated with violet, whey found their products declined by French people.
Marketing experts and managers have paid much attention to culture and social class in marketing management for more a hundred years. Today all the international firms in consumer goods industries are well aware of the influence of culture and social class. Many international companies adjust their products to fit the culture characteristics of their target markets. And the posting for particular classes of a product is well conducted before being released. Automobile is one of the most noticeable products in the world. It is also one of the most globalized industries. Automobiles giants like Toyota, Honda, GM, Ford, and Volkswagen sell their product all over the world. In this industry with fierce competition, marketing tools and strategies have been very skillfully and frequently used. People and organizations in different cultures and different classes make very different decision when buying automobiles. So automobile is a good choice to study the influen
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