Capítulo 1. Literature review and theoretical framework- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales.Reportar como inadecuado




Capítulo 1. Literature review and theoretical framework- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales. - Descarga este documento en PDF. Documentación en PDF para descargar gratis. Disponible también para leer online.

Capítulo 1. Literature review and theoretical framework- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales. - Licenciatura en Administración de Negocios Internacionales. - Escuela de Negocios y Economía - Universidad de las Américas Puebla.

Autor: Abrego Raigadas, Virgilio

Fuente: http://catarina.udlap.mx/


Introducción



Literature review & theoretical framework Literature review & theoretical framework 12 Literature review & theoretical framework 13 Product features can be easily copied and that is why markets have considered brands as a major tool for creating product differentiation.
Even when it is possible to differentiate a product with characteristics, consumers are not able or don´t feel motivated to analyze them (Kotler and Gertner 2002). Image and Brand A person´s attitudes and actions towards an object are determined by what a person knows or assumes to know about the object (Blunch 1996), in other words the person´s attitudes are determined by their beliefs.
The Fishbein model explains that there is a link between beliefs and attitudes.
There are three kinds of beliefs: • Descriptive • Inferential • Informational. A study by Fishbein and Ajzen (1975) describes the descriptive beliefs as those that derive from a direct experience with the product.
“The informational beliefs are those influenced by outside sources of information such as advertising, friends, relatives and so on…The inferential beliefs are formed by making inferences (correctly or incorrectly) based on past experience as this experience relates to the current stimulus” (Erickson et al.
1984 p695).
See Figure 1.1, the Fishbein Model. Figure 1.1: Fishbein Model Behavioral beliefs Attitude toward behavior Behavioral intention Normative beliefs Subjective norm Source: Fishbein and Ajzen 1975 Behavior Literature review & theoretical framework 14 In marketing it is common to talk about an image.
An image is “the set of beliefs, ideas and impressions that a person holds of an object” (Kotler 1991, cited in Blunch 1996). According to Papadopoulus (1993) the image of an object results from peoples’ perceptions.
Each perception occurs at an individual level and therefore each object has a different image for each individual observer.
A customer bases his actions on what he ...





Documentos relacionados