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cross-cultural consumer characteristics Flashcards

1
Q

mainstreamer

A

SEEK SECURITY

domestic, conformist, sentimental,

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2
Q

aspirers

A

SEEK STATUS
materialistic, orientated to image and appearance
typically younger people

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3
Q

succeeders

A

SEEK CONTROL

strong goals, confidence

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4
Q

resigned

A

SEEK SURVIVAL

authoritarian values, interested in past and tradition, value familiarity

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5
Q

explorers

A

SEEK DISCOVERY

engird, individualism, values difference

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6
Q

strugglers

A

SEEK ESCAPE

alienated, disorganised

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7
Q

reformers

A

SEEK ENLIGHTENMENT

freedom of restrictions, social awareness, independent judgement

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