Алешина И.В. Поведение потребителей

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4.5. 

151

 Warner 

: , ,  . 

  . 4.12,      -

, 

 (Hawkins et al., 1991].     

.

 4.12. 

Warner

(1941 .)



—





























-

-

-



-















: -

.

-



-







, -



-







:

, 







-



/





: -





-













: -





Warner:

(ISC

score) = ( 4) + ( 3) + ( 2)











12-17

1.4%



18-24





25-37

10,2



38-50

28,8



51-62

33,0



63-84

25,0

152  4. 

   

   

Coleman (colman's computerized status index), 

 Social Research, Inc.  1983 .  . 4.13

, 

 ,  

[Engel et ai, 1995, p. 690, 691].  «-

»   ,    

  .    

, .

 4.13. 

Coleman  (1983 .)





)

•  (8 ) •

1 1

 (9—11 )

2 2

•  (12 ) 3 3

•  (1  (-

, , 

)

4 4

• ,  5 5

•  4- (, B.A./B.S) 7 7

•  5- 8 8

•  (Ph.D.)  6/7--

 .

9 9



•  — , : 

• , : ,

, 

)

• , 

, , , , 

• , , , 



• , 

(10—20 ),  (, )

• ,  (

, )

 : PRESSI ( HERSON )

4.5.  153

. 4.13

 , . .

 5

5-9,999

10-14,999

15—19,999

20-24,999

25-34,999

35-49,999

50 

 ___________________

 _______

,      

       

     .

,   «» 

 (  ,   )

    7% [Benedict R., Taylor , 1995, p.

1—9].  60%     (  

25%  1950 .),    1995 .    80% 

 [Engel et ai, 1995, p. 765, 766].

. 4.13 

    . 

  ,   

.    

.

   , 

,    .   

     . 



(relationship marketing).  ,    



. 

 

• : , 

. : , 

. 

• 



. , , , 

, 

• : 

. «»  __________________________________________________

154  4. 



     .  ,

    

.      

      

, .

    

      

. ,  (selfmade),

—       

 ,    . 

    

, , 

     . 

,      

 [Engel et al., 1995, p. 696]. 

   ,

    —  

.

    , 

    

     

  .  



.



    

.      

   ,  , 

  . ,  

, 

   

  Coleman  Warner, 

Hollingshead.

   

  ,   

  «» ,  

    . 

,    ,

.

4.6. 



    

  .   

    

.

 : PRESSI ( HERSON )

4.6.  155

•-

""" I

III



,







































:



,











1. 



2. 



3. 



4. 



1. 



2. 



3. 





4. 

/



1. 

2. 

3. 

4. -



. 4.6. 



 . 4.6   

    

  [Hawkins et ai, 1995, p. 135].

 — ,  

. 

   , 

  ,  

 ,  ,

 ,   

.



. , , 

  .  

 — ,

  , .    

.

     

. 

     

      

    .

     

       .

,     

,  — .

 —  

 ,   

-

156  4. 

,     

.

 ,     

,     

   ,   . 

, ,    , 



.

4.7. ; 





  .  

: 

    ,  

, .



. ,    , 

,      

. 

   .   

   ,

  .   



  

   )   ( 

 ).     —

.

 .   

     ,

,    . 

   ,  

.    

.

.    ,

     .



        . 

,  , 

   .   

. ,  — 

.  —  . 

-

 : PRESSI ( HERSON )

4.7. ; 

 157

.  (

     ) — 

.

   —  , ,

 — 

, ,     

 .     

 ,     

  — ,    

.     —  .

     

,  59 

.    , , 

 .  ,   , 

  —    

.     

   ,   



.

, 

,      

,     

.     

     -

.



      

  .   

    

  

     

.     

      

     

.    



  ;   ,

.

   «»  

 .     

  ,    

 —   .  

     . ,

       -

     ,

 ,   

,     .

  , ,  

, 

158  4. 

 ,    ,

    [Assael, 1995, p. 364].

     ,   , 

 — 

: « — ».

 — 

 .  ,  

 (, , )

— .

      

 ,    — ,  ,

     -

 (

 »   «»  

»).

   ,

, , 

   . 

    

  . , 

 «-Daily»    

   —  -

,   . 

 «»  «» — , 

     

.

 .    

    .  

   

   40-

      

[Engel et al., 1995, p. 705].    

.

     

 . ,   

       

   . 



, ,

 ,     

. 

  ,     (,

, ).



      

,      .   

,  

   ,    

. -

 : PRESSI ( HERSON )

 159

     — ,

  ,   .

, -

, , .

    , 

      

, 

 .     

   

.   ,  

  « » (.   

)      

.

    

      

 .  

  —  .

 —  — 

   ,  

.

   

   ,   

, . ,

  ,     

 ,   ,    .

      

    «»   -

 .   

  ,   

   ,  

    .  

 — ,  10   —  ,

 «» 

 ,   , 

    [Engel et al., 1995, p. 707].

   —   .

     

,    .

      

  ,   

.



1. 

  ?     

?

2.      

      ,  

 



 ? 

?

160  4. 

3.  

  ?   ,

    

? ?

4.      

     (upper-middle)

   .

   ) 

  .   

 .      

 ?   ,

    ,  

      -

    «

» (upwardpull)?

5. 

:





















, 

,  ,     

.   

.

6.     



    .    

 4 ?







 X

1. -

-



2. -





3. 





4. 

5. -





1. 

2. 

3. 

4. 



 : PRESSI ( HERSON )