SRP i Psykologi og Afsætning om købskultur i Saudi-Arabien og DK

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Abstract

 

The thesis explains the significant cultural differences between the Saudi Arabia and Denmark. The focus is related to Carlsberg’s exports to the region.

Hereafter, the thesis analyzes how differences in the mercantile culture, affects buying behavior for non-alcoholic beer in Denmark and the Saudi Arabia. Herein, I use the SOR model as well as relevant psychological theory.

Based on the analysis above mentioned and an article from Børsen, I discussed Carlsberg’s future strategic opportunities in Saudi Arabia. Finally, I discuss and make a proposal to Carlsberg’s marketing mix for non-alcoholic beer in the Saudi Arabia.

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Indholdsfortegnelse

 

Abstract 1

Redegørelse 2

Magtdistance 2

Individualisme eller kollektivisme 2

Femininitet eller maskulinitet 3

Kortsigtet eller langsigtet adfærd 3

Struktureringsbehov eller usikkerhedsundvigelse 4

Analyse 4

STIMULI 5

ORGANISME 8

RESPONS 12

Diskussion 13

Differentieret parameterstrategi i forhold til parametermix 14

Konklusion 16

Litteraturliste 17

 

Abstract

 

The thesis explains the significant cultural differences between the Saudi Arabia and Denmark. The focus is related to Carlsberg’s exports to the region.

Hereafter, the thesis analyzes how differences in the mercantile culture, affects buying behavior for non-alcoholic beer in Denmark and the Saudi Arabia. Herein, I use the SOR model as well as relevant psychological theory.

Based on the analysis above mentioned and an article from Børsen, I discussed Carlsberg’s future strategic opportunities in Saudi Arabia. Finally, I discuss and make a proposal to Carlsberg’s marketing mix for non-alcoholic beer in the Saudi Arabia.