Intercultural marketing and communications: An implementation on housing in Turkey, Czech Republic and Russia
Başlık çevirisi mevcut değil.
- Tez No: 401729
- Danışmanlar: DOÇ. DR. FRANTISEK LIPTAK
- Tez Türü: Doktora
- Konular: Ekonomi, Economics
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2015
- Dil: İngilizce
- Üniversite: Tomas Bata University in Zlín
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Ekonomi ve Yönetim Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 212
Özet
Özet yok.
Özet (Çeviri)
As“a source of energy ”for economic surge, innovation always was an important factor in economic development (SCHUMPETER, 2012) and therefore, was a popular topic for academic research. In the light of actual economic problems such as globalisation, increased migration and multiculturalism, the modern economic innovation literature would benefit from knowledge of migrants' overall cultural characteristics and migrant consumers' cultural preferences particularly. The literature review indicates that in spite of an agreement among researchers about the strong cultural influences, which affect consumer behaviour (USUNIER & LEE, 2009), (THOMPSON & TIAN, 2008), (HIRSCHMAN, Heroes, Monsters, and Messiahs: Movies and Television as the Mythology of American Culture, 2000), there is a scarcity of research in literature cantered on intercultural consumer behaviour on housing market and a clear lack of cultural research in the field of consumers dwelling choice across Czech Republic, Turkey and Russia. Also, the literature review indicates the necessity of marketing approach for construction firms (DIKMEN, 2005), (BON, 1992-1997), (PETTINGER, 1998), but its application in the construction industry is difficult due to its unique features (HARRIS, 2006). This suggests that there is a deficiency in marketing applications within construction firms, and; therefore, easy applicable approach is needed. Inspired by found necessity of housing cultural preferences research, this dissertation work aims: (1) to elaborate basic marketing conceptions for products widely used for interior design in dwelling production in construction industry, such as furniture and basic materials as the elements of differentiation of marketing mixes for different cultural market segments in intercultural marketing; and for marketing in dwelling purchasing process with emphasis on the high value of communications in highly fragmented Construction Industry, especially in multicultural environment; (2) to establish the preferred cultural variables influencing consumer dwelling and product choice that might be used as a basis for market segmentation in intercultural marketing for the sample of three cultural groups namely, Czech Republic, Turkey and Russia; (3) to establish the existence (or otherwise) of a positive relationship between one's ethnicity and the preferred housing style; (4) to elaborate the results of research in methodological recommendations for the practice application of consumer behaviour research as an important part of communications that is highly valuable for fragmentation problem solution in Construction Industry especially in the field of Intercultural Marketing. The following objectives were placed for partial covering of this orientation: (1) To gain and analyse qualitative data; (2) To formulate hypotheses and to develop an instrument depending on the results of qualitative data analysis for the hypotheses testing; (3) To gain quantitative data using the hypotheses testing instrument and to analyse it; (4) To make suggestions toward investigation of cultural variables of consumers by building components and by dwelling preferences. On the purpose of this study the following questions were raised. - Is there a difference in consumers' dwelling preferences in different cultural groups, for example, Czech Republic, Turkey and Russia? - What are the main patterns of dwelling preferences in each of target groups? The research consists of two stages: first qualitative and second quantitative one. The first stage is a qualitative exploration of cultural meanings of home in target cultures by collecting interview data from samples of 24 Czech, 17 Turkish and 12 Russian participants. Statements from this qualitative data were used for generating of the hypothesis and will be developed into an instrument for its testing over sufficient Czech, Turkish and Russian samples in different cities of target countries. The reason for collecting qualitative data initially is that based on the Literature Review there is neither existing taxonomy about home cultural meaning that influences dwelling choice in target countries nor an instrument for its testing so, they need to be developed based on the qualitative views of participants. The second stage is quantitative testing of hypotheses developed at the first stage of the study based on participants' views. The instrument is image-based questionnaire. The sample size for the quantitative hypothesis testing is 810 real estate companies' customers email addresses, with usable responses received from 775 of these customers; this gives a quite high response rate of 95,7%. Discussion is centred on various issues related to categories found, namely Nature for Czech, Cleanliness for Turkish and Heat for Russian group. These categories and subcategories are discussed with relations to Maslow hierarchy, Kotler's 4Ps and human evolution, giving theoretical and practical suggestions and raising questions for future research.
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