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Buying behavior and perception of values of Hong Kong's apparel consumers : do cultural values affect purchase decision-making?

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Buying behavior and perception of values of Hong Kong's apparel consumers : do cultural values affect purchase decision-making?

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QUOTE “This thesis sets out to investigate the question whether or not cultural values have an impact on purchasing decisions of different ethnic groups.”- CHAPTER 1: explains Hong Kong's cultural background in order to understand certain aspects of Hong Kongers' consumer behavior. It touches upon Hong Kong's historical and religious background, its main social issues and some new (sustainable) developments. - CHAPTER 2: debates on what cultural values are and how can an entire culture share the same values, explaining Hong Kong's cultural values and how they guide people's life. - CHAPTER 3: wants to answer the question: What is consumer behavior? In particular it explains what the differences are in three types of Hong Kong consumers. Furthermore it dives in consumer behavior in Hong Kong and what the main differences are compared to Western consumer behavior. This chapter also explores strategic buying behavior and online shopping behavior in Hong Kong. Furthermore it explores impulsive buying both in physical shops and online in regards of the Hong Kong culture. - CHAPTER 4: is an analysis on vintage fashion in Hong Kong with interest in luxury vintage. It explains what vintage is in Hong Kong and what the trends are for the future. Finally, this chapter answer the question: Do cultural values affect purchase decision-making and if so, how?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2013
TypeBachelorscriptie
TaalEngels

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