Алешина И.В. Поведение потребителей

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10.3.  311

, ,

, , , , , ,

, , , ,   .

:

1)  (strivers) — 

  .    — 31 , 

  — .     ,

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

    .

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

;

2)  (achievers) —   

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

.   ,  

. , ,

      . 

        

  , 

;

3)  (pressed) —  

 ,    

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

,      

;

4)  (adapters) —   ,

  .    

,        

.   ,  

;

5)  (traditionals) —  

    . , 

, . 

  ,    ,

.

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

. 

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

.

312  10. , 



10.4. 

    

    — ,

,  (). 

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

, )   

 .    

,     

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

.



 — 

   .

    

 , .  . 

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

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

     

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

. 

 «» 

.    ,   

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

      

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

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

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



. 

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

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

,   ,    

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

, , , .).

   

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

.  

  (gross national product, GNP)

    

  (.  -

     )     

.      

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

-

 : PRESSI ( HERSON )

10.4.  313

.     (gross domestic

product, GDP) , 

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

.

     

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

,    .

, 

   ,   .    

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

       

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

    .

     

     . ,  

         -

.

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

-

. 

. 

     20%  

 20%. , ,  20%  

,  20%.

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

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

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

,      

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

   .   —  

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

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

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

, , 

      

 .  

      (  

)   .      

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

314  10., 



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

, . , , —

  .     

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

. 

  ()    ,

    .   

, 

.

  , .

        .

      : ,

,  (. 10.5).





















. 10.5. 

     . 

 —  , .  

 (, , ),

    ( ,

 ).       

 .  «» 

.     ,   

       .  

, . , 

 1991 . , 

 [Engel et /.,

1995, p. 313].

, 

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

,    — , , -

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

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

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

. , 

 : PRESSI ( HERSON )

10.4.  315

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

.

      ,

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

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

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

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

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

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

.        

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

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

?  24 . 

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

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

      ,  

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

,  , 

 .    

,     .    

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

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

 .   

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

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

 —      ,  

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

.

     .

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

   ,       

.

  1748 .        

 «». 

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

316  10. , 



 —  ()

  . 

    ,  

     

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

.   

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

    — 

, 

, .

 .

     —  

.   —   

 .     

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

.     .

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

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

 — 

.  — 

     . 

  ,     

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

.

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

,       

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

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

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

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

.

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

   ,  . , ,

  Coca-Cola    

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

        

.

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

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

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

  ,   

       .

-

 : PRESSI ( HERSON )

 317

       

.

   —    -

, 

.

      

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

, 

.



1.      

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



;

 ;

 ;

 ;

 ;

 ;

 ;

 ;

 ;

 ;

 

;

 ;

 ;

 ;

 ;

 ;

 ...;

 ...;

 ,

  : ,  

, 

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

,  , LOV, VALS-2.

    

 ()   (, ,

) :

 ;

 -

;

 ;

 ;

 ;

4.  ,  

     

:

 ;

 ;

 ;

318  10., 

5. 

      

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

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

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

1 



-



3 





4  5 -











)





)

 : PRESSI ( HERSON )

 11. 

11.1. 

 — 

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

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

    .  

     ,  

    .

 , ,  .  

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

 —   , 

,   ,  , . ,

 PC WEEK/RE  ) 

 ( — -

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

.

     

  ,        

.      

   ,   ,  

, .

  (consumer knowledge) — 

,    .  

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

:  ,   

, .

      

 —  [Engel et

ai, 1995, p. 338].   —  

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

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

  , , , 

.  — 

, 

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

.

   

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

:   ,     

, .

320  11. 



    

 :   

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

 ,  , 

.

   

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

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

 . ,   

   , 

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

 1980- .   

, 

   ( 

).     

    —

  .  —    

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

.

   

     

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

,   —  

 ,    

.

 —    

     

.   — 

 .   

  ,   ,   

, .

    

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

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

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

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

    .

:

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

Procter& Gamble — );

 (  .  — 

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

);

 («» —  Philips);

 (     

Compaq  ,  

).

 : PRESSI ( HERSON )