Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-1 Chapter 16: Culture and cross-cultural variations in consumer behaviour Concept of culture How culture is shared and acquired Cultural values classified into 3 categories Culture also involves non-verbal communications Consumption practices are influenced by cultural content Considerations before undertaking cross-cultural or ethnic marketing
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-2 Cultural influences—Overview Definitions Cultural values Cross-cultural variations Non-verbal communications Cross-cultural marketing strategy
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-3 Definition of culture Complex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities acquired by humans as members of society. Culture includes almost everything that influences an individual’s thought processes and behaviours.
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-4 Variables influencing cross-cultural marketing strategies
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-5 Culture Is a comprehensive concept Influences our preferences Is acquired from our experiences and learning Supplies the boundaries for behaviour in modern societies Consumers are seldom aware of cultural influences
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-6 Cultural values, norms, sanctions and consumption patterns
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-7 Culture and change Cultures are not static and evolve and change slowly over time Sometimes changes can be rapid – Technological advances – Dramatic events e.g. war Marketers need to monitor changes
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-8 Interaction between values, norms, and consumption patterns
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 16-9 Classification of cultural values Three broad classifications are used: – Other-oriented – Environment-oriented – Self-oriented
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Other-oriented values Individual vs collective (initiative, conformity) Romantic orientation (love) Adult vs child (child’s place) Masculine vs feminine (male role) Competition vs cooperation (excel or not?) Youth vs age (wisdom of elders)
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Environment-oriented values Cleanliness (extent of) Performance vs status (performance or class) Tradition vs change (new behaviours?) Risk-taking vs security (risk encouraged?) Problem-solving vs fatalism (problem-solving or acceptance encouraged?) Nature (admired or overcome?)
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Self-oriented values Active vs passive (physical activity) Material vs non-material approach (acquisition?) Hard work vs leisure (admire hard work?) Postponed vs immediate gratification (save/enjoy now) Sensual gratification vs abstinence (food, drink) Humour vs seriousness (is life serious?)
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney The Australasian culture Australasian values – Self-oriented values – Environment-oriented values – Self-oriented values
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Australasian self-oriented values Hard work valued Strong bias for action May be a lessening of self-gratification – But very high personal debt Material orientation Humorous outlook
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Australasian environment-oriented values Traditionally have admired: Cleanliness Change Performance Risk taking Conquest of nature How have these changed?
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Australasian other-orientated values Traditionally (Aust-NZ) have been individualistic, competitive, romantic, masculine, youthful, and parent-oriented societies How are these changing?
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Australasian values dictate that hard work is desirable
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Western society accepts open courtship
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Cultural variations in non-verbal communications Translation problems in marketing
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Cross-cultural variations: Factors influencing non-verbal communications Time Space Friendship Agreements Things Symbols Etiquette
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Time perspective Monochronic One thing at a time Concentrate on one 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 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Time perspective Monochronic and polychronic cultures
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Non-verbal communications (cont.) Space Friendship Agreements Things Symbols Etiquette
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Meaning of numbers, colours and other symbols, in different cultures – Part 1
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Meaning of numbers, colours and other symbols, in different cultures - Part 2
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Etiquette Eye contact with business clients Touching a customer on the arm or shoulder Contact between males
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Developing a cross-cultural marketing strategy Seven questions: Is it a homogenous culture? What needs will the product fill? Can enough afford the product? What values are relevant to this product? What are the distribution, political and legal structures? How can the firm communicate about the product? What are the ethical implications?
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Next Lecture Chapter 17: Business-to-business buying behaviour