| Abstract [eng] |
This research work represents the impact of culture on holiday (occasion) consumption. This work is a review of the literature concerning consumption, culture and the impact of culture on consumption. It is very important to know consumer personal characteristics, behavior tendencies, factors which influence his behavior and possibility to influence them going to reach organization purposes by meeting the consumer requirements and wishes. All these named factors are consumer culture. Culture influence is very important on holiday consumption and knowing concrete consumers’ habits in specific market would let easier forecast consumption volume in it. The object of this research is the inpact of culture on holiday consumption. The aim is to investigate the inpact of culture on holiday consumption and create theoretical mode of this influence. The main tasks of this research are: 1. to analyze theoretical aspects of culture and consumption; 2. to identify the impact of culture on holiday consumption; 3. to reason the impact of culture influence on Christmas consumption in Lithuania and the United States of America; 4. to compose the theoretical model of impact of culture to on holiday consumption. According to the results of the empirical research the most important cultural aspects are consumer character facts, values, sentiments and religion. They give information to manufacturers how to create long lasting and stable means to stimulate Christmas consumption. On the other hand, sellers can find information how to attract customers. The analysis of holiday consumption in Lithuania and the USA let to link and compare different culture components‘ impact on Christmas consumption in these countries. The extent of this paper is 56 pages. Additionaly there are 5 tables and 30 figures. |
