Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 1 Cross-cultural Variations in Consumer Behaviour Chapter 16  The concept of culture  The way in which culture is shared and acquired  Cultural values can be classified into three categories  Culture includes non-verbal communications  The risks and opportunities of cross-cultural or ethnic marketing

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 2 Cultural Influences— Overview  Definitions  Cultural values  Cross-cultural variations  Non-verbal communications  Cross-cultural marketing strategy

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 3 Large Small Size of group General and indirect Specific and direct Type of group influence on the individual CulturesCultures Social class/ subcultures subcultures ReferencegroupsReferencegroups HouseholdHousehold Nature of Group Influence

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 4 Norms and Cultural Values  Norms: set boundaries for behaviour  Values: shared beliefs and aspirations  Different classifications exist:  Instrumental values/terminal values  Other oriented  Environment oriented  Self-oriented

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins Other-oriented Values  Individual vs collective  Romantic orientation  Adult vs child  Masculine vs Feminine  Competition vs cooperation  Youth vs age 5

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins Environment-oriented Values  Cleanliness  Performance vs status  Tradition vs change  Risk taking vs security  Problem-solving vs fatalism  Nature 6

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins Self-oriented Values  Active vs passive  Material vs non-material approach  Hard work vs leisure  Postponed vs immediate gratification  Sensual gratification vs abstinence  Humour vs seriousness 7

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins The Australian Culture: Past, Present and Future 8

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 9 Cross-cultural Variations in Consumer Behaviour Consumer behaviour Language Demographi cs Values Non-verbal communication s Marketing strategy

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 10 Factors Influencing Non-verbal Communications  Time  Space  Friendship  Agreements  Things  Symbols  Etiquette

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 11 Time Perspective Monochronic  One thing at a time  Concentrate on 1 job  Deadlines matter  Commitment to task  Adhesion to plans  Promptness is valued  Short term relationships Polychronic  Many things at once  Highly distractible  Deadlines are secondary  Commitment to people  Changing plans is easy  Promptness depends  Long term preferred

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 12 Changing Societies Understanding these changes is a key input in developing a successfulstrategyUnderstanding these changes is a key input in developing a successfulstrategy ProductsProducts MediaMedia PackagesPackages OutletsOutlets ServicesServices ImagesImages ProductsProducts MediaMedia PackagesPackages OutletsOutlets ServicesServices ImagesImages DemographicsDemographics ValuesValues Gender rolesGender roles SubculturesSubcultures DemographicsDemographics ValuesValues Gender rolesGender roles SubculturesSubcultures Changes in society market needs Changes in marketingstrategy