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L'influence de la culture vietnamienne sur le comportement de l'acheteur

Author

Listed:
  • Thi Muoi Le

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Alain Jolibert

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

La récente et impressionnante croissance du Vietnam et la transformation de son économie ont montré que la taille du marché, le dynamisme des habitants et l'accroissement de la demande rendent le Vietnam très attrayant pour les responsables marketing. Le but de cet article est d'analyser la culture vietnamienne et ses trois doctrines majeures : Bouddhisme, Confucianisme, Taoïsme . Il analyse leur influence sur un ensemble de comportements tels que le comportement de recherche d'information, l'attitude à l'égard des produits et de l'innovation, le style de prise de décision, la satisfaction et l'insatisfaction. L'influence étrangère, le processus de modernisation et l'émergence d'une nouvelle génération de consommateurs sont aussi étudiés.

Suggested Citation

  • Thi Muoi Le & Alain Jolibert, 2001. "L'influence de la culture vietnamienne sur le comportement de l'acheteur," Post-Print halshs-02920282, HAL.
    • Handle: RePEc:hal:journl:halshs-02920282
    DOI: 10.7193/DM.022.43.52
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