6+

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

Send me via email

Authors


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

Abstract

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.

Keywords

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

Print Friendly, PDF & Email

Categories of article:

Read also

Suggested citation

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: https://sovman.ru/en/article/7804/

Full article text is available only in Russian.
Please select from the menu Russian language and continue reading.


References

  1. Aleshina, I.V. Consumer behavior: a textbook [Povedenie potrebitelej]. – Moscow: The Economist, 2006. – 525 p.
  2. Bljekujell, R. Consumer behavior [Povedenie potrebitelej]. 10 th ed.: per. With English. – St. Petersburg: Peter, 2007. – 944 p.
  3. Vasil’ev, G.A. Consumer behavior [Povedenie potrebitelej]: a textbook / G.A. Vasil’ev, A.N. Romanov. – M .: University textbook, 2009. – 240 p.
  4. Voronkova, O.V. Basic principles of consumer behavior management [Osnovnye principy upravlenija povedeniem potrebitelja]// Science and business. – 2012. –10. – P. 121-124
  5. Ermakov, D.N. Consumer research and consumer behavior: a generational approach [Issledovanie potrebitelej i potrebitel’skoe povedenie: pokolencheskij podhod]/ D D.N. Ermakov, D.A. Shevchenko // Scientific works of the free economic society of Russia. – 2013. – p. 256-262
  6. Ivanova, N.A. Features of consumer behavior of households in the Russian economy [Osobennosti potrebitel’skogo povedenija domohozjajstv v rossijskoj jekonomike] // The Economy. Sociology. Right. – 2016. – P. 110-113.
  7. Isaenko A.V. Investigation of factors influencing consumer behavior in retail trade [Issledovanie faktorov, vlijajushhih na povedenie potrebitelej v roznichnoj torgovle]/ A.V. Isaenko, A.I. Homjachenko // Bulletin of the Belgorod University of Co-Operation, Economics and Law. – 2013.– No. 12 – P. 91-102
  8. Klimova Je.N. X-PEOPLE: a new type of consumer or a new value [X-PEOPLE: novyj tip potrebitelja ili novaja cennost’]/ Je.N. Klimova, T.V. Klimova // Creative Economy. – 2014.– №4. – P. 34-41
  9. Kotler, F. Fundamentals of Marketing [Osnovy marketinga]. 5th Heb. Ed. / F. Kotler, G. Armstrong, J. Saunders, W. Wong: Per. With English. – M .: OOO “I.D. Williams, 2015. – 751 p.
  10. Lebedeva, N. M. Cross-cultural features of the attitude of Russian youth to innovation [Kross-kul’turnye osobennosti otnoshenija rossijskoj molodezhi k innovacijam] // Young Muscovites. Cross-cultural research. – Moscow: RUDN. – 2008. – P. 9-40.
  11. Saginova, O.V. Globalization and cross-cultural marketing [Globalizacija i kross-kul’turnyj marketing]/ O.V. Saginova, I.I. Skorobogatyh // Proceedings of the Russian Economic University. G.V. Plekhanov. – 2011.–No. 3.– C. 107-118.
  12. Timohina, G.S. Cross-cultural variations in consumer behavior: an overview analysis of scientific research (methodological focus) [Kross-kul’turnye variacii v povedenii potrebitelej: obzornyj analiz nauchnyh issledovanij (metodologicheskij fokus)]/ G.S. Timohina, R. Vagner, T. Urkmez // Marketing and marketing research. – 2016. – №2. – P. 126-143.
  13. Shejpak, S.A. French and Russian business cultures: cross-cultural dialogue [Francuzskaja i russkaja delovye kul’tury: kross-kul’turnyj dialog] // SISP. – 2012. – No. 2 (10). – Access mode: http://cyberleninka.ru/article/n/frantsuzskaya-i-russkaya-delovye-kultury-kross-kulturnyy-dialog (circulation date 14.03.2017)
  14. Babutsidze, Z. (2012). How do consumers make choices? a survey of evidence // Journal of Economic Surveys. 2012.Vol. 26 (4). 752-762
  15. Hofstede, G. (1984). Cultures Consequences. Sage Publications. 1984. 328 p.
  16. Howe, Neil; Strauss, William (1991). Generations: The History of America’s Future, 1584 to 2069. New York: William Morrow & Company.
  17. Howe, Neil; Strauss, William (2000). Millennials Rising: The Next Great Generation. Knopf Doubleday Publishing Group.
  18. Rokeach, M. (1973). The Nature of Human Values. Hardcover – August, 1973
  19. Schwarts, S.H. (1995). Identifying Culture Specifics in the Content and Structure of Values / S.H. Schwarts, L. Sagiv //Journal of Cross-Cultural Psychology.
  20. Gartner Says Worldwide Sales of Smartphones Grew 7 Percent in the Fourth Quarter of 2016. http://www.gartner.com/newsroom/id/3609817
  21. Worldwide Smartphone Market Gains Steam in the First Quarter of 2017 with Shipments up 4.3%, According to IDC. http://www.idc.com/getdoc.jsp?containerId=prUS42507917