International Business Dissertation案例：消费者仇恨

小结

本论文旨在探讨消费者敌意对英国消费者购买决策的影响。该研究通过文献回顾发现了敌意的多个方面。从本论文中可以得出的一个最重要的结论是，消费者的敌意可能是购买决策的一个相关因素，尤其是当国际问题出现时。虽然公司没有必要与特定国家建立联系，但他们可能会低估消费者对他们的看法，因此需要了解他们的立场。这可以帮助他们在国际危机时期做出反应，以确保他们不会受到明显影响。

An Exploratory Study of Consumer Animosity in the United Kingdom

(Title)

Abstract

This dissertation aims to explore the impact of consumer animosity on the purchase decisions of UK consumers. As international businesses are so prevalent within the UK, the effect of a business’s association with a country, or even a consumer’s perception of this association can have a large impact on sales and thus an understanding of this threat can provide useful insight for businesses. The consumer animosity literature provides a clear gap for which the study of UK consumers’ needs to be exploratory. Using a purely qualitative approach and interviewing twenty two respondents to discover their in-depth views and draw out their animosity experiences, this dissertation was able to not only explore animosity from UK consumers but also provide new insight and depth to the animosity construct. The findings highlight an important point that while consumers may have negative perceptions of a country, this may not necessarily transform into animosity behaviours. This seemed to be based on the reason for the negative perception. The research found the presence of the multiple aspects of animosity as discovered through the literature review. One of the most important conclusions that can be taken from this dissertation is that consumer animosity could be a relevant factor for purchasing decisions, especially when international issues present themselves. Whilst it is not necessary for companies to associate with a particular country, they may underestimate the perceptions that consumers have of them and thus need to understand their position. This can help them to react in times of international crisis to ensure they are not overtly impacted.

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3.JK Essay-Dissertation Sample-An Exploratory Study of Consumer Animosity in the United Kingdom.pdf