A COMPARISON OF CAR BUYING BEHAVIOR BETWEEN AMERICAN AND CHINESE PEOPLE: AN EXPLORATORY STUDY

Dr.N.R.V. PRABHU

Abstract


The objective of this paper is to use the Wheel of Consumer Analysis to identify, cultural differences between American and Chinese people in North America regarding their car buying behavior. The study is based on the consumer behavior model proposed by J. Paul Peter and Jerry C. Olson (1994), which helps to explain the reasons for buyer behavior differences between American and Chinese people living in North America.


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ISSN : 2251-1547