The Difference between Chinese and Korean Consumers’ Choice Strategies
- 발행기관 Sogang University Graduate School of Business
- 지도교수 Chung Jai Hak
- 발행년도 2010
- 학위수여년월 2010. 2
- 학위명 석사
- 학과 경영전문대학원 마케팅
- 실제URI http://www.dcollection.net/handler/sogang/000000045975
- 본문언어 영어
- 저작권 서강대학교의 논문은 저작권에 의해 보호받습니다
초록/요약
Previous analyses of consumers’ choice strategies focus mainly on consumers’ choice decisions when confronting different attributes or situations. Some researchers referred to the different choice methods adopted by consumers such as lexicographic method and so on. However, comparisons between different cultures in choice strategies are interesting to research in and have not been referred too much. This paper presents the comparison between two East-Asian cultures in term of choice making methods when consumers meet with different choice situations. The article will also talk about how different cultures or economic situations influence consumers’ choice strategy and how can companies utilize the results to make suitable changes to conform them.
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