Consumer Behavior - Consumer as Decision Maker with cultural background

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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