Dispelling the myth of a global consumer [Elektronische Ressource] : Indonesian consumer behavior researched by means of an analytical diagram for intercultural marketing ; with a case study of Sunsilk shampoo for the veiled woman / von Ragnar Karl Willer

Dispelling the myth of a global consumer Indonesian consumer behavior researched by means of an analytical diagram for intercultural marketing With a case study of Sunsilk shampoo for the veiled woman Dissertation Zur Erlangung des akademischen Grades doctor philosophiae (Dr. phil) eingereicht an der Philosophischen Fakultät III der Humboldt – Universität zu Berlin von Dipl.-Kulturwirt (Univ.) Ragnar Karl Willer Präsident der Humboldt - Universität zu Berlin Prof. Dr. Christoph Markschies Dekan der Philosophischen Fakultät III Prof. Dr. Thomas Macho Gutachter: 1. Professor Dr. Vincent J. H. Houben 2. Professor Dr. Ingrid Wessel Tag der mündlichen Prüfung: 19. Juli 2006 Title Dispelling the myth of a global consumer Indonesian consumer behavior researched by means of an analytical diagram for intercultural marketing With a case-study of Sunsilk shampoo for the veiled woman Ragnar K. Willer Abstract What impact does culture have on consumer behavior? The discussion of the above question in the multicultural context (Mischkultur) of Indonesia is characterized by the fact that it goes far beyond the limits of the respective scientific fields like Southeast Asian studies or business studies. It provides a new analytical diagram for structural analysis of cultural influences on consumer behavior which offers the possibility to develop new markets in an intercultural manner.