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| Tekijä: | Lascu, D-N. (et al.) |
| Otsikko: | Gender differences in information search and comparison shopping: A cross-cultural study of shopping behavior in Bulgaria, Hungary and Romania |
| Lehti: | Journal of East-West Business
2001 : VOL. 7:1, p. 65-82 |
| Asiasana: | Consumer behaviour Information Shopping Gender Central Europe Eastern Europe |
| Kieli: | eng |
| Tiivistelmä: | In entering the market of Central and Eastern Europe, it is important for marketers to understand how certain aspects of consumer behaviour differs across consumer segments so that they can appropriately seg ment, target and position their products. A study was conducted to evaluate differences between males and females across the countries of Bulgaria, Hungary and Romania in terms of their information search and comparison-shopping behaviour. The study also advanced a conceptual model that explains the effect of nationality and gender differences on information search and comparison shopping. |
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