Introduction
1.1 In general to the “Hauptseminar” paper consumer behavior – consumer as decision maker with cultural background
The target of this “Hauptseminar” paper is, to show the decision making process of consumers with different cultural background and also the influences on the choice of the product or service. Consumers have to make decisions all the time. Sometimes decisions are made on habits, and sometimes consumers first have to collect information before deciding, because the purchase is a deal with risk. One of the main objectives of this paper are to understand how consumers process information into decisions and the strategic implication of this process, and to gain an insight into the continuum of factors that affect consumer decisions. In the case “‘But where are the French?’ – The trials and tribulations of Euro Disneyland” I have chosen the difference between Americans and Europeans in the decision making process is described.
Textual this “Hauptseminar” paper is structured as the following:
After advancing to the topic, the terms “consumer behavior”, “decision maker”, and “culture” are defined within the introduction. The main part is divided into three blocks, the case, the dimensions of consumer behavior, and the influences on consumer behavior. In the first main part the case of Eurodisney is described and analyzed. The difference between Europeans and Americans in spending money in theme parks, the difference in their tastes and the different vacation situation is shown in this case. In the second main part the dimensions of consumer behavior are explained and discussed on the basis of the case. The three dimensions who buys, how consumers buy (the decision making process) and the choice criteria are discussed in more detail. The decision making process is subdivided into five steps: the problem recognition, the information search, the evaluation of alternatives, the product choice, and the outcomes like costumer satisfaction. The influences on consumer behavior are forming the third main part of this “Hauptseminar” paper, which is subdivided into the buying situation, personal influences, such like lifestyle, stage in the life cycle, or beliefs and attitudes, and the social influences, such like family, culture, and geodemographics. The summary forms the closing of the text of this hauptseminarpaper, followed by the appendices, and the bibliography.
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Table of Contents
1 Introduction
1.1 In general to the “Hauptseminar” paper consumer behavior – consumer as decision maker with cultural background
1.2 Definitions
1.2.1 Consumer behavior
1.2.2 Decision maker
1.2.3 Culture
2 The case
3 The dimensions of consumer behavior
3.1 Understanding the consumer behavior
3.1.1 Who buys?
3.1.2 How consumers buy? – The decision making process
3.1.2.1 Problem recognition
3.1.2.2 Information search
3.1.2.3 Evaluation of alternatives
3.1.2.4 Product choice
3.1.2.5 Outcomes
3.1.3 Choice criteria
4 Influences on consumer behavior
4.1 The buying situation
4.1.1 Extended problem solving
4.1.2 Limited problem solving
4.1.3 Habitual problem solving
4.2 Personal influences
4.2.1 Personal factors
4.2.2 Psychological factors
4.3 Social influences
4.3.1 Cultural factors
4.3.2 Social factors
5 Summary
Objectives and Topics
The main objective of this academic paper is to analyze the decision-making process of consumers coming from different cultural backgrounds and to identify the external and internal factors that influence their product and service choices. Using the case study of Euro Disney, the paper examines how cultural disparities affect consumer behavior and the resulting challenges for global marketing strategies.
- The decision-making process of consumers
- Cultural differences in consumer behavior
- The impact of internal and external influence factors
- Strategic implications for international service providers
Excerpt from the Book
3.1.2.1 Problem recognition
Problem recognition is the first step in the decision making process of a consumer. The consumer sees that there is something missing at the current state. “Problem recognition involves the existence of a discrepancy between the consumer’s desired state (what the consumer would like) and the actual state (what the consumer perceives as already existing).” A desire or need for something new occurs. This desire or need is influenced by many factors such as culture, financial status, family, and many more. Both, family Müller and family Smith, have stayed at home during their last vacation. Now they have the desire to go to another place to have fun and enjoy their holidays.
Chapter Summary
1 Introduction: This chapter outlines the paper's focus on consumer decision-making and defines key terminology like consumer behavior, decision-making, and culture.
2 The case: This section presents the history of Euro Disney, focusing on the cultural and financial mistakes made by the management in the early years regarding European consumer habits.
3 The dimensions of consumer behavior: This chapter breaks down the consumer decision process into specific dimensions, including the roles of buyers and the logical steps from problem recognition to final outcomes.
4 Influences on consumer behavior: This chapter analyzes how various buying situations, personal factors, and social influences shape how different individuals make purchasing decisions.
5 Summary: The final chapter synthesizes the findings, highlighting how cultural considerations and local market adaptation are essential for successful international business.
Keywords
Consumer behavior, decision-making process, cultural background, Euro Disney, problem recognition, information search, evaluation of alternatives, buying situation, personal influences, social influences, marketing strategy, consumer satisfaction, cross-cultural analysis.
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on understanding the decision-making process of consumers and how this process is influenced by various internal and external factors, particularly cultural background.
What are the primary thematic fields covered?
The research covers consumer behavior definitions, the decision-making process (from problem recognition to outcome), and the various personal, social, and situational influences that affect consumer choices.
What is the main goal or research question?
The primary goal is to gain insight into how consumers process information into decisions and to identify the strategic implications of these processes when marketing to different cultural groups.
Which scientific methods are employed?
The paper utilizes a case study approach, specifically analyzing the trials and tribulations of Euro Disney to contrast American and European consumer behavior.
What topics are discussed in the main body?
The main body discusses the dimensions of consumer behavior, such as decision-making steps, and explores external influences like social factors and personal factors like lifestyle and personality.
Which keywords characterize this work?
Key terms include consumer behavior, decision-making process, cultural differences, Euro Disney, social influences, and personal factors.
Why did the author choose the Euro Disney case to explain consumer behavior?
The author chose this case because it provides a clear example of the friction that occurs when a business fails to recognize and adapt to cultural differences in vacation habits, tastes, and consumer expectations.
How do 'compensatory' and 'non-compensatory' decision rules apply to the families described?
The author suggests that the families likely use compensatory rules because they are in a high-involvement situation, meaning they carefully weigh the pros and cons of the different theme park alternatives before making a final decision.
- Quote paper
- Isabelle Pfeiffer (Author), 2000, Consumer Behavior - Consumer as Decision Maker with cultural background, Munich, GRIN Verlag, https://www.grin.com/document/2473
