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consumer consumption, multicultural marketplace
the three factors…
consumer consumption
consumer identity
gender performatitives, felinity and masulinity
symbolic consumption, like conspicuous consumption
body image and self presentation, like tattoo
extended self, like personal possessions. ex: your wallet, car, motorcycle, laptops, which means that the things belong to you are regarded as a part of you.
Negotiating cultural contradictions, like resistence
experiential consumption
experiential marketing
like food exhibition, the stalls will provide free food sample
bakeries, smelling makes consumers more enjoyable when shopping
IKEA, and some furniture stores in Taiwan provide some experience services, like 100 day try for free and free return
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marketplace culture
consumption subculture, like ACG (anime, comic and Games) subculture in East Asia and Southeast Asia
collective identifications grounded in shared beliefs,
meanings, mythologies, rituals, social practices and status
systems
Brand and fan communities, Harley Davidson, kawasaki Motorcycle community
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Radical changes in
- technology
- the transportation infrastructure
- economic development
- consumer mobility
Those factors have dramatically increased the degree of multicultural exchange and interaction. like people will go anywhere whenever they want. city/town (taipei)> nation (taiwan)> region (eastern Asia)> globalsome of the cities are regarded as melting pots like NYC, Singapore city, London blablabla
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why multicultural marketplace becomes a challenge for firms
- intensifying level of international competition
- Increasing complexity of cultural identities
multicultural marketplace
the three factors bring together and form a multicultural marketplace
the research focuses on the relationship between the international marketers and multicultural consumers to find out a more concrete, situated and dynamic interaction
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consumer trend
consumers go for LEGISLATIVE BRANDS > the corporate can even promote, impose laws > make the world better (significant changes)
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