Uluslararası pazarlamada tüketici davranışlarını etkileyen kültürel etmenler ve bir tekstil şirketinin analizi

---

Thesis Type: Postgraduate

Institution Of The Thesis: Anadolu University, SOSYAL BİLİMLER ENSTİTÜSÜ, İŞLETME ANABİLİM DALI, Turkey

Approval Date: 2012

Thesis Language: Turkish

Student: VOLKAN YÜNCÜ

Supervisor: Nezihe Figen Ersoy Arca

Open Archive Collection: AVESIS Open Access Collection

Abstract:

As is in a broad array of human behaviour, culture often determines individuals' consumer patterns. In an effort to comprehend the effects of culture on consumption behaviour, the notion of culture must be associated with the current view of consumption patterns as such an effort eventualy enables international companies to sense the cultural convergences and divergences in their market place. In this study, the effects of target market?s cultural background on consumer behaviour and preferences are analysed through the previous cultural dimensions surveys in the literature. The effects of these cultural dimensions on companies` marketing mix and the buying behaviour of the consumers are examined. The theoretical fundemantals given in the first two chapters are associated with a qualitative research in a senior international company in Istanbul and it is deduced that cultural variables have a deep impact on both consumer behaviour and international marketing strategy.