Creative and Knowledge Society 3 (2):16-27 (2013)

Abstract
The world today is characterized by intercultural diversity. More and more communication takes place between people with different linguistic as well as cultural backgrounds. This happens because of contacts within the areas of business, science, education etc. but also because of immigration brought about by labour shortage or unstable political situation. The globalisation of the economy with increased appreciation by companies that managing cultural differences properly can be a key factor in getting things done effectively across borders. With increased contact of personnel and customers from diverse cultural background, there is a growing demand for businesses to understand and manage the diverse values, perceptions, business worldviews and behaviour of corporations, staff, and its customer. Intercultural communication and management is an interdisciplinary human resources field concerned with faciliting communication, management and effective interaction of personnel and customers across borders. The starting point for understanding consumer behaviour is really important. Marketing and environmental stimuls enter the consumer’s conscioussnes, and set of psychological processes combine with certain consumer characteristics to resault in decision processes and purchase decision. The marketer’s task is to understand what happened in the consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchasedecision. Four psychological processes are motivation, perception, learning and also memroy, fundamentaly influence consumer responses. Understanding consumer behaviour may often be complicated since many different factors influence the behaviour and sicnce many different forms of behaviour exist. Paper describe fuzzy concept for evaluation of some cros-cultural impact and compare it with other type of measurements presented in literature.
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DOI 10.2478/v10212-011-0035-z
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