Gender-and Ethnic-Subcultural Influences on Product Symbolism

Nik Rahimah Nik Yacob

Abstract


ABSTRACT

 Interest In the sociological aspects of consumption has spurred a number of marketing researchers to examine more closely the phenomenon of product symbolism. This study attempts to understand the determinants of product symbolism by positing significant influences of ethnic and gender subcultures. In this study product symbolism refers to the conventional meaning of a product In theform of consumers' ascriptIOns of characteristIcs of a hypothellcal user or owner of the product. Survey results among a sample of males and females of Malay and Chinese ethnic groups in Malaysia indicate a significant gender-subcultural influence but an insignificant ethnic-subcultural influence.

ABSTRAK

Peningkatan minat pengkaji-pengkaji pemasaran dalam sosiologi penggunaan telah mendorong beberapa penyelidikan mengenai simbolisme keluaran. Kajian ini telah menggorak langkah untuk memahami tentang fenomena tersebut dengan menguji keertian pengaruh sub-budaya etnik dan jantina. Dalam kajian ini simbolisme keluaran merujuk kepada maksud lazim keluaran yang dipegang oleh pengguna dalam bentuk ciri-ciri tertentu si pemilik atau si pengguna sesuatu keluaran. Hasil kajian. berdasarkan kepada satu sampel yang terdiri dari responden lelakl dan perempuan dan keturunan Melayu dan China di Malaysia telah mendapati pengaruh bererti bagi sub-budaya jantina tetapi pengaruh tidak bererti bagi sub-budaya etnik.


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