The investigation of consumer attitude towards Western and Eastern Television advertisements: The perspective of Vietnamese housewives in United Kingdom and Viet Nam

Le, Man Khanh (2016) The investigation of consumer attitude towards Western and Eastern Television advertisements: The perspective of Vietnamese housewives in United Kingdom and Viet Nam. [Dissertation (University of Nottingham only)]

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Abstract

Culture study has never failed to arouse arguments and discussions among scholars. Culture is diversified and shapes people minds. Thus, people from different cultures have different attitudes towards a specific issue. On the other hand, people are also seen as influenced entities. Therefore, as a consequence of cultural differences, globalization and television effects, the question whether there is any difference in consumer attitude between those who come from different cultures is posed.

Based on Hofstede’s cultural standpoint, the study was carried out. However, in pursuance of the research purpose, it mainly focuses on collectivism/ individualism, with regard to a holistic and analytic style, as well as a short-term/ long-term orientation. In addition, in-depth interviews were set up to generate data so as to explore consumers’ insights. Vietnamese housewives who live in Viet Nam and United Kingdom were chosen as samples for this cross-culture study.

The findings will be analyzed and discussed as an effort to address the question which was raised above. Furthermore, managerial conclusions to relevant fields and limitations will also be drawn.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Le, Man
Date Deposited: 13 Mar 2017 14:17
Last Modified: 07 Apr 2017 15:26
URI: http://eprints.nottingham.ac.uk/id/eprint/36888

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