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Values as reasons for consumer decisions – an inter-cultural comparison AgEcon
Rewerts, Astrid Lucie; Hanf, Jon Henrich.
Nowadays, consumers usually do not just consider the functional use of a product. At least equally important are the emotional experiences that are tied up with the product and that are sated with non-material elements of a product. Which non-material elements of a product are considered important by the consumer, depends on his or her personal values. Therefore, the identification of personal values assists in explaining the consumers’ purchasing motives. Since personal values do not just influence a consumers’ purchasing decision but vary between cultural circles, it is expected that cultural values lead to culture-specific consumption patterns. To analyse the coherences between cultural values and the consumer behaviour of a cultural circle, 40 female...
Tipo: Conference Paper or Presentation Palavras-chave: Means-End-Chain-Theory; Cross-cultural comparison; Wine consumers; Consumer/Household Economics.
Ano: 2008 URL: http://purl.umn.edu/44332
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Culture-specific Consumption Patterns of German and Ukrainian Wine Consumers AgEcon
Rewerts, Astrid Lucie; Hanf, Jon Henrich; Wettstein, Nadine.
By referring to Means-End-Chain-Theory, we identified personal values as the actual buying motive. Since these values vary according to the consumer’s cultural background, it is expected that culture-specific values lead to culture-specific consumption patterns. To verify this proposition, we conducted laddering-interviews using the example of wine in a German-Ukrainian comparison. As expected, consumers differ with respect to their purchasing motives.
Tipo: Conference Paper or Presentation Palavras-chave: Means-End-Chain-Theory; Soft-Laddering; Cross-cultural comparison; Wine consumers; Agricultural and Food Policy.
Ano: 2009 URL: http://purl.umn.edu/58119
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Motive beim Weinkonsum – Unterschiede zwischen deutschen und ukrainischen Konsumenten AgEcon
Rewerts, Astrid Lucie.
The aim of this study is to contribute to the explanation of consumer behaviour. To do so, it is not sufficient to identify the product characteristics most relevant to the consumer. Moreover, the reasons why consumers attach meaning to the product attributes have to be found out, whereas the consideration of the reasons why consumers prefer certain product attributes should not stick to the functional use of products. The reason for this is that according to Means-End-Chain-Theory product attributes are of little importance to the consumers who try to achieve benefits, i.e. certain consequences with the aid of product attributes. However, the prospect of buying different products does not have to be the achievement of consequences. In contrast,...
Tipo: Thesis or Dissertation Palavras-chave: Agricultural and Food Policy; Demand and Price Analysis; International Development.
Ano: 2009 URL: http://purl.umn.edu/92314
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Values as driving forces of culture-specific consumption patterns – an empirical investigation of wine consumers AgEcon
Rewerts, Astrid Lucie; Hanf, Jon Henrich.
Nowadays, consumers do not just consider the functional use of a product important, but also the emotional experiences a product is able to provide. These emotional experiences are sated with non-material elements of a product whose accordant importance depend on the values held by consumers. Hence, by referring to Means-End-Chain-Theory it can be stated that personal values constitute the actual buying motive. For this reason, the identification of values helps to explain purchasing motives and preferences. Since values do not just influence a consumer’s purchasing decisions, but vary between cultural circles, it is expected that cultural values lead to culture-specific consumption patterns. To determine these coherences between cultural values and the...
Tipo: Conference Paper or Presentation Palavras-chave: Means-End-Chain-Theory; Cross-cultural comparison; Wine consumers; Agribusiness; Marketing.
Ano: 2009 URL: http://purl.umn.edu/51979
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Culture and values - their relevance for marketing strategies AgEcon
Rewerts, Astrid Lucie; Hanf, Jon Henrich.
Research on consumer behaviour has revealed that the prospect of reaching a personal value is the virtual buying motive. Bearing this in mind, the researcher, as well as the marketer, is not only able to observe whether one product is preferred to another, but also to understand why this product is preferred. Hence, identifying consumers' personal values contributes to explaining consumer preferences and buying motives, which is of great importance for marketing practice. Personal values that are developed during the process of socialisation are part of a culture and differ depending on one's cultural background. Therefore, culture- specific values result in specific consumer behaviour. The aim of our paper is to combine research about buying motives...
Tipo: Conference Paper or Presentation Palavras-chave: Culture; Values; Consumer behaviour; Marketing strategies; Marketing.
Ano: 2006 URL: http://purl.umn.edu/10113
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