Алешина И.В. Поведение потребителей

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19.1. ,  449

     

 «      

 » —     

    2008—2012 .   — 

2008—2012 .      

  5%     1990 . 

      

 ( 8%, 

 —  6%). 

 8%, 

 —  1990 .

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

.  1983 .

       

.

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

     ,

    , 

, .  

    

,   —   

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

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

   , 

      .

      

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

»     



.

 «» 

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

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

. ,    

       ,

 .     

     

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

.

 22  1991 .      «

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

».    100 

, 

450  19. , 

 —  

(1890 .).

7  1992 .  «

  ».   

    ,

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

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

, 

, 

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

.  ,    

     

  —    

  1962 .,     ,

.

8   «  

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



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

 .   

    (),

       

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

     

    ,

  , -

, 

.

     

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

 .  

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

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

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

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

       

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

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

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

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

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

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

.     

 !!,    

     

 1998 .,  2004 .

    (

 ) «   

»  1996/97 , ,   1997 . 

-

 : PRESSI ( HERSON )

19.1. ,  451

 4 

.,   400  .    

    . 

      

  ,  70% 

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

   ,   , -

    [-/)//, 14

 1998 ., . 21.

 1995 .  19  1995

.  89- «    », 

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

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

 1994 .    

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

 (,  —

 —   ). 

    — 

     « ...»,

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

,   

.

 1995 . 

 »,  

 ().

 «»  57

    1938 .    Wheeler-Lea,

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

   [Moven, 1995, p. 821]. 

Wheeler-Lea     

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

    « » 

     

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

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

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

...».

   ,  

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

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

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

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

, ,

.



  ,   ,   

    

.

452  19. , 

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

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

     

.   ,   

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

    

.  , , 

    ,  

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

.

 , , 

  1993 .   

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

, 

, .

 Levi Strauss&Co 

.   McDonald's,  

 ,    Time Warner  Johnson &

Johnson,   1993 .   

     

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

Roebuck&Co   2300   

   25%. Pepsi-Cola   

 ,   25%  

.   Monsanto 

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

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

(Assael, 1995, p. 47].   

   , 

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

 ,  . 

    

    

 .  —    

.

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

.

 2002 .    ( 

Vodafone)    —  

   (Dixons, Currys, PC World, The Link)

 

Fonebak.     

   ,  

.    

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

 — , 

   .  2004 .  

-

 : PRESSI ( HERSON )

19.1. ,  453

     [ 26

 2002 ., . 16J.

 —   

  Ford-Focus,  

  1999 .  

   XXI .:  

 85%,

 Focus  95%

,     ,  15 

  ., opc . Ford   

//-dail, 21  1998 ., . 5).

     

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

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

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

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

,   2004 .  

 Merc      

    Vioxx,    80

    2003 . 2,5  . 

,  Vioxx 

     [-

, 1  2004 ., . 17].

      

     .  , 

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

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

.  1991 .   13,4%  

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

».     

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

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

.  —   ,

  ,   , 

  .  —   

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

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

.  , 

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

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

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

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

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

     . 

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

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

.

454  19. , 

    

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

    

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

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

     

    . 

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

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

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

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

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

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

.   Mobil Chemicals 

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

 Hefty     

  .  

   150 . .  ,

     [Assael, 1995.

p. 49].

   

    ,

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

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

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

     

   ,  88%  

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

,     -

 «»       

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

   «  » 

  90%   

 ,   1000   .

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

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

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

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

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

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

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

 — 



,    . , ,

 «»   

12 ,   ,  .

     -

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

   . 



 : PRESSI ( HERSON )

19.1. ,  455

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

 «»,  «»

., 1997, . 2-13].

     

     , 

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

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

.

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

 18  1995 .  108-3

 ».      

    

    ), 

 ,  .

  .     

   ,  

.

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

. , ,  2003 . 

Microsoft      

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

.

8        

 ,   —

 Microsoft,   Golden Telecom, Rambler,

Mail.ru,  »,  

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

     

     

, 9  2003 ., . 7].

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

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

,      

 «», 

    

    [, 29  2002 .. .

31].

   , ,

    

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

     .   

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

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

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

.

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

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

  .   

 

456  19. , 

,  www-

   (FAQ),    

  .    

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

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

(Customer Affairs Offices).   Unilever,

     90 ,   

   Brand&Consumer Management

   ),   

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

   [:

, 1998, . 191.

19.2. 

  ,

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

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

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

, .

   (the right to safety)

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

.  (, ),

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

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

.    

.

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

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

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

     «-

»,  «»   Daimler-Benz

AG  1997 .     

  Teknikens Varld 

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

  .  Daimler-Benz,

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

»    .  

,     —  Stern   Auto

Zeitung     

,  Daimler-Benz  -

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

. 

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

     

 .     ,



-

 : PRESSI ( HERSON )

19.2.  457

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

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

      

 «» [-Daily, 31 

1997 ., 14  1997 .].

    . ,

,   1998 .    

 Bass  17 

 ,     —

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

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

 .  Bass 

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

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

   .   

 Bass    

    . 

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

  Cadbury-Schweppes  Britvic Soft Drinks — 

     

     —  ).

,  Coca-Cola, Pepsi,

7 UP.        Perrier,

  1990 .   160    

 248,6 . , 

      

, 8  1998 ., . 5].

    

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

   — , 

  2004 .      

.

    ,

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

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

  (Consumer Product Safety

Commission).     ,

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

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

 «» 

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

      . 

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

  119  

    .    

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

 — -

458  19. , 

,  , ,  (Assael, 1995, p. 55 ). -_

 200 .

    (the right to be

informed)       

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

, . 

7  1992 .  360-1 «» , 

-

 ( , ,  ,

  (, ).   , -

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

),     , -

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

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

.

     , -

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

    . , , -

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

  ,      ,

,     .  

 «»   2004 .  

 450       -

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

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

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

 [, 27  2004 .,

. 7].

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

    .  -

 18  1995 .  108- «» 

 , ,   -

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

     Wheel-Lea   -

   .   (deceptive

advertising)       ,

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

(fraudulent advertising), .  ;   (false

advertising), .     ;  

  (misleading advertising), .  -

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

.

 : PRESSI ( HERSON )