中外消费者决策型态的比较研究

消费者决策型态是消费者选择商品或服务时的一般心理定位,它支配着消费者的决策行为。研究证明,某些消费者决策型态具有跨文化的适用性,而处于不同文化背景中的消费者的决策也会表现出某些独特的心理类型。本文认为,消费者决策型态是零售商选择目标市场和制定促销策略的重要依据,研究消费者决策型态对于我国零售商了解中外消费者的决策行为,发掘自身竞争优势,实现跨地区经营乃至于跨国经营都具有十分重要的意义。

A Comparative Study on the Pattern of Decision-making Between Chinese and Foreign Consumers

The author explains that "customers' decision-making pattern" is customers' psychological preferences in choosing commodities or services.Then he suggests that researches show that customers' decision-making pattern was strongly influenced by culture backgrounds.In the end the author points out that the study of customers' decision-makingpattern can provide scientific basis for distributing firms when they determine their target market and work out promoting tactics.