Measurement model of the behavior of the Russian and Chinese consumers in the context of the process of making purchasing decisions: cross-cultural dimension


Ph.D., assistant professor of marketing, commerce and logistics
Russia, Far Eastern Federal University
[email protected]


The article notes that at the present time the role of cross-cultural research is increasing, which is due to the processes of globalization of the world economy and changes in the behavior of consumers of different countries, especially within the framework of the new generational concept. The purpose of this study is to develop a methodology for measuring the behavior of Russian and Chinese consumers in the context of the decision-making process for purchasing (by the example of the smartphone market). Algorithm of consumer behavior research, measuring tools, behavior models of Russian and Chinese consumers are presented in articles. The results of approbation of the proposed methodical approach are presented on the example of behavior of Russian and Chinese consumers in the smartphone market. The results can be used by market operators to manage consumer behavior during the stages of understanding the need, searching for information, evaluating alternatives, buying and post-purchase reaction.


The purchasing decision process, the smartphone market, the consumer behavior model, the stages of the purchasing decision process

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Noskova Elena Viktorovna
Measurement model of the behavior of the Russian and Chinese consumers in the context of the process of making purchasing decisions: cross-cultural dimension// Modern Management Technology. ISSN 2226-9339. – #6 (78). Art. # 7804. Date issued: . Available at:

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