Cross-Cultural Variations in Consumer Behavior

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Presentation transcript:

Cross-Cultural Variations in Consumer Behavior

Different Cultures Why are we studying this? “Americanization” of cultures

Culture Culture features Cultural Components Comprehensive Acquired Complex Cultural Components Norms Cultural values Sanctions

Variations in Culture Other-Oriented Values Environmental-Oriented Values Self-Oriented Values

Other-Oriented Values Individual/Collective Youth/Age Extended/Limited Family Masculine/Feminine Competitive/Cooperative Diversity/Uniformity

Environmental-Oriented Values Cleanliness Performance/Status Tradition/Change Risk-taking/Security Problem Solving/Fatalistic Nature

Self-Oriented Values Active/Passive Sensual Gratification/Abstinence Material/Nonmaterial Instrumental Terminal Hard Work/Leisure Postponed/Immediate Gratification Religious/Secular

Cultural Variations in Communication Verbal Communication Systems Nonverbal Communication Systems Time Monochronic Polychronic Space Symbols Friendship Agreement Things Etiquette

Global Cultures What caused them? Global Demographics Purchasing power parity Cross-Cultural Marketing Strategy

Considerations Cultural homogeneity across the country Needs of target market Affordability of products to target market Values of culture in terms of purchase and usage Distribution, legal, and political structures Communication of product Ethical implications

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