Culture-specific Consumption Patterns of German and Ukrainian Wine Consumers

By referring to Means-End-Chain-Theory, we identified personal values as the actual buying motive. Since these values vary according to the consumer’s cultural background, it is expected that culture-specific values lead to culture-specific consumption patterns. To verify this proposition, we conducted laddering-interviews using the example of wine in a German-Ukrainian comparison. As expected, consumers differ with respect to their purchasing motives.


Issue Date:
2009
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/58119
Total Pages:
11




 Record created 2017-04-01, last modified 2017-04-26

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