Cross-Cultural Variations in Consumer Behavior

Different Cultures

Why are we studying this? Americanization of cultures

Culture

Culture features

Comprehensive Acquired Complex Norms Cultural values Sanctions

Cultural Components

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

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