CONTENTS
PRESENTATION
CHAPTER 1
CONSUMER CULTURE STUDIES, A GLANCE AT THE LITERATURE'S
CONTRIBUTIONS TO THE CONCEPT
INTRODUCTION
Defining the area of study and time period
Consumer culture studies
Publication trend
Type of text according to publication format
STUDY CONCEPT AND ASSOCIATED VARIABLES
Methodology introduced by the texts reviewed
Instrument (scale.Iog, guide)
Type of sampling
CONCLUSIONS
REFERENCES
CHAPTER 2
CONSUMER DECISION PROCESS EXPLORATlON:
LUXURY FASHlON PRODUCTS IN BOGOTÁ
INTRODUCTION
LITERATURE REVlEW
METHODOLOGICAL APPROACH
Selection of participants
Description of the variables
Instruments
RESULTS'
Analysis system for processing information'
Semantic network
Dimensions and codes'
ANALYSIS OF TRE RESULTS "
Schematic of the purchase decision process
DISCUSSION'
CONCLUSIONS'
REFERENCES,
CHAPTER 3
INTERNET MARKETING COMMUNICATIONS
OF TRADE ENTERPRISES IN UKRAINE
METHOD
RESULTS
REFERENCES
CHAPTER 4
SIX MARKETING TYPOLOGIES IN SEARCH OF A CUSTOMER
(WITH APOLOGIES TO LUIGI PIRANDELLO)
INTRODUCTION
The VALS (Values and Life Styles) Typology
THE CLARITAS TYPOLOGY
These sixty-six categories and their subcategories are shown beJow:
GRID-GROUP THEORY
IN DEFENCE OF SHOPPING
REFERENCES
CHAPTERS 5
THE RELATION BETWEEN CULTURE AND PSYCHOLOGICAL PROCESSES OF CONSUMERS: ATTRIBUTES-CONSEQUENCES-VALUES
LINKAGES VARIATIONS
MEANS-END THEORY IN CROSS-CULTURAL CONTEXTS
DYNAMIC APPROACH TO CULTURAL ORIENTATION
IN STYLES OF THINKlNG
METHODOLOGY
General Study Design
Participants
Priming Manípulatíons,
Measurement of MEC Linkages
RESULTS
Quantitative Variations in A-C and C-V Linkages
MEC Linkage Complexity
DISCUSSION
REFERENCES,
APPENDIXA
APPENDIXB
CHAPTER 6
MARKETING RESEARCH PROCESSES. A PERSPECTlVE OF THE FUTURE
FROM A QUALITATIVE VIEW
INTRODUCTION
METHODOLOGY
RESULTS
Marketing Bibliornetrics Analysis According to Research Focus
Analysis ofthe Experts' Results
CONCLUSIONS
REFERENCES