CHAPTER# 11

SUMMARY
Culture influence on consumer behavior
Culture is the collective value, customs, norms, arts, social institutions and intellectual achievements of a
particular society. Culture include almost everything that influence an individual’s thought processes and
behaviors .Culture offers order, direction and guidance in all phases of human problem solving ;when to eat,
where to eat ,what to eat for each meal, what to serve guests at a dinner party, picnic or wedding . Consumer
behavior is a dynamic and multidimensional process and reflects the totality of consumers' decision with respect
to the acquisition, consumption and disposition of goods, services, activities and ideas. Shiffman and Kanuk
have pointed out that "consumer behavior is the behavior that consumers display in searching for purchasing,
using, evaluating and disposing of products and services that they expect will satisfy their needs. To be
considered a cultural value, a belief or custom must be shared by a significant portion of the society .These are
following forms of learning; 1-formal learning 2-informal learning 3-technical learning .issues in
culture.1.Enculturation and acculturation 2. Language and symbols 3. Rituals 4.sharing of culture .Without a
common language shared meaning could not exist. Marketers must choose appropriate symbols in advertising
.Marketers can use know symbols for associations. To be a cultural characteristics a belief value ,or practice
must be shared by a significant portion of society .Culture is transferred through family ,schools ,houses or
worship and media .Ritualistic behavior ; action or behavior follow a similar pattern every time they are used
.acts are the fixed patterns of behavior that form part of a religious service or ceremony .Measuring cultural
values.1.Content analysis ,as the name implies , focuses on the content of societies verbal, written , and
pictorial communication ,including promotional message .Describe attitudinal and behavioral responses to
communications .2.Field observation A cultural measurement technique that takes place within a natural
environment that focuses on observing behavior (sometimes without the subject awareness ).participate
observation .Researchers who participate in the environment that they are studying without notifying those
who are being observed value measurements. Rokeach value survey is a self-administered inventory
consisting of 1-eighteen terminal value(personal goal )2-Eighteen instrumental value (ways of reaching
personal goals)Gordon’s surveys of personal and interpersonal values 1.Personal value; 1. Achievements;
enjoying changes, growth, and accomplishment .2goal orientation; prefer having well-defined objective and
completing tasks.3 Variety; disliking routines and preferring new experiences. 2. Interpersonal values;
1.leadership; being in charge and having authority.2.Recognition; being looked up to consider important and
admired.3.conformity. doing the correct thing and following regular .Indian society is driven by a set of core
values , thought these may vary in the urban and rural test. These values remain basic to Indian culture and
strongly embedded in most subcultures the variation in the urban milieu may be attributed to changing
lifestyles, the impact of westernization, and the diffusion of technology. The following are some of the core
values of Indians;1.family orientation; Not only includes one’s own family but also the extended family
parents siblings, grandparents etc .in such type of family male is the wage earner-as the chief of the family.
value based brands at low –price .categories like tea, soap. toothpaste, and shampoo typically cater to these kind
of consumers.2 .saving orientation ;saving a good portion of money and spend the little for basic needs
only(earlier).now, people are buying above their basic needs like bicycles .bikes, cars TV’s
computers.(installment basis for convenient living). Investing money in gold is a key factor .people use to buy
jeweler from their family jeweler rather from brands like Tanishq .2%market capturing.3.festivties;a numbers
of companies step up their advertisement campaigns during festive months. A number of consumers also
postpone their purchases, specially durables in hope of getting various types of deals.4.shopping as a ritual;
buying commodities and vegetables from routine shops or nearby shops and hawkers even if the concepts of
BIG BAZAAR,SHOPER’S STOP etc spreaded out everywhere (urban areas)BIG BAZAAR –promise to give
ambience ,service and variety.5Mythology;mythology stories, scripture, and music are an inherent part of the
Indian culture such product are marketed in the place of tourist interest but they are not branded. May also have
an inferior quality .6.Food habits; (Amul butter and Udupi commercial) spicy delicacies are popular in India
too .food habit have a strong link with the culture and are difficult to change 7.changing cultural trends in
Indian urban markets; urban setting is very different from rural or semi-urban market setting. Target
segments comprise professionally qualified, high- salaried persons with fast track of life. Mental programming
of people in environment.-combination of 1.symbol; women wearing gold as it is perceived prosperous in
several parts of India.2.Heroes; Celebrities are widely used in advertising .3.Rituals; wedding ritual in
India.4.values; it us unusual to find even educated and westernized woman smoking in public place in India
.Achievement orientation;(Mahindra commercial) contributes to intrinsic and extrinsic motivational levels.
Product reinforces a feeling of accomplishment in individuals and perceived as rewards. work ethic;
contemporary customers are breaking away from traditional work practices and are involved in high-tension and
fast –paced jobs .example online food product ordering portals .Material success (Maruti Suzuki swift
commercial)young professionals between 25-30 years who are extremely conscious of their materialistic
success achieved in the last decade.

CHAPTER # 12
SUMMARY
Cross-cultural consumer behavior; An international perspective
The effort to determine to what extent the consumers of two or more nations are similar or different. Global
marketing strategies .an understanding of the similarities and difference that exist between nations is critical to
the multinational marketer who must devise appropriate strategies to reach consumer in specific foreign markets
.based on consumer style, segment these consumer into four clusters .price sensitive consumer. Variety-seeking
consumer .brand-loyal consumer and information seeking consumers. Measures of cross-cultural aspects
.judgment regarding the quality of the country’s products. Willingness to buy a country’s product.
Ethnocentrism-willingness to buy foreign- made products .perceptions of a country consumption culture .Ethnic
self –identification .acculturation-identification with a country’s culture. National self identification.
Acculturation is the process by which learn –via cross cultural analysis-about the values, belief, and customs of
other culture and then apply this knowledge to marketing products internationally. In fact acculturation is a dual
learning process. Consumer research difficulties. Conducting consumer research studies in other foreign
countries is often difficult. For instance, it is hard to conduct western-style market research in the Islamic
countries of the Middle East.
Standardization is the process of developing technical standards, which apply in the same manner to all
manufacturers and consumers. For example, the safety of a certain brand of lighters can be a debatable issue, as
what is unsafe for a consumer may be completely practical for another. Localization refers to the process of
making a product more accessible to different audiences. Examples of localization include the translation of the
cooking instructions or the ingredients of a food product or the dubbing or subtitling a foreign-language movie
or series. Localization can also result in changes to the contents of a product, to comply with the different
regulations of a foreign country, such as the removal of gory scenes from a localized version of a video game.
Linguistic barriers; a language barrier is a figurative phrase used primarily to refer to linguistic barriers to
communication i.e. the difficulties in communication experienced, or even dialects in some cases. Promotional
appeals promotional appeals must reflect the local culture’s values and priorities. for example after surveys
indicated that, global was ,coke was regarded as more daring and energetic ,than Pepsi ,the Pepsi company
came up with a new ad push with the tagline; live for now, and then changed it to ‘people who define the Now’
and its ads featured well-known disc jockeys, celebrities, and artists. Legal barriers the government creates
legal barriers through patents, copy rights, and granting exclusive rights to companies. Local brand-manage
within one country .global brand-manage in most standardized way as possible. Global brand tend to be
differently than local brands, and that consumers worldwide associate global characteristics .quality signal.
Global myth. Social responsibility. Regional brand manage on a delimited geographical zone. International
brand managed at international level but with possible adaption. They also identified intracountry with respect
to how a country citizens view global brand. Global citizens.55% of the respondents use a company’s global
success as an indication of product quality and innovativeness are concerned that the firm acts in a socially
responsible manner. Global dreamers 23% view global brands as quality products, and are not particularly
concerned about social responsibility issues. Anti global13% feel that global brand are higher quality than local
brand, but dislike brand that preach U.S and do not trust global companies to act responsibly. Global
Agnostics8% evaluate global brand in the same way they evaluate local brand. Brand share and extension
Brand extension, also known as brand stretching, leverages the reputation and popularity of the well-known
brand to increase demand for new products. Brand extension is the use of a well-established brand name for a
new product or new product category. Successful brand extensions allow companies to diversify offerings,
increase market share, and increase profits. The existing brand serves as an inexpensive yet
practical marketing tool for the new product. There are many ways companies can extend the popularity and
reputation of their brand into new territories. Brand extension can be as natural as offering an original product
in a new form. As an example, a made-to-order pizza restaurant may offer the sale of frozen take-home pizza or
sell its name brand proprietary sauce in retail stores .Global marketing opportunities is “marketing on a
worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and
opportunities in order to meet global objectives .Global marketing is also a field of study in general business
management to provide valuable products, solutions and services to customers locally, nationally,
internationally and worldwide. Elements of global marketing product, price, place, promotion. The most
important criterion for identifying global marketing opportunities is a country consumer spending and its
growth prospects.
The growing global middle class the world is in the throes of a major expansion in the middle class,
particularly in emerging Asia. The global middle class is expected to grow from under 2 billion consumers
today to nearly 5 billion within two decades. • Middle classes are an important key driver of growth, as the
income elasticity for durable goods and services for middle class consumers is greater than one. • China and
India are at the forefront of the expansion of the global middle class. The world economy can be expected to
increasingly rely on the middle classes of these two Asian powers as key sources of global demand. The global
teen market overall, teenager and their somewhat older brother and sisters, the young adult segment appear to
have quite similar interest, desires and consumption behavior no matter where they live .therefore in response to
this perspective, consumer researchers have explored the makeup, composition and behavior of this segment.—
global psychographic research often cultural difference of great importance to marketers. Psychographics
identifies shared value irrespective of national borders. Much of this research has sought to uncover the bedrock
value in people’s lives in order to understand the motivations that drive both attitudes and behavior the VALS
research methodology has been used to identify psychographic segments in other countries. Six global value
group were uncovered; strivers- ambitious and materialistic Devouts– conservative, responsible and, respectful
.Altruists-unselfish in their concern for others society and the future .Intimates-focus on social relationships
and family. Fun seekers-young in age and outlook, value adventure and good time. Creative-seek knowledge
and insights, and have a keen interest in books and new media.
 CHAPTER# 11
SUMMARY
Culture influence on consumer behavior
Culture is the collective value, customs, norms, arts, social institutions and intellectual achievements of a
particular society. Culture include almost everything that influence an individual’s thought processes and
behaviors .Culture offers order, direction and guidance in all phases of human problem solving ;when to eat,
where to eat ,what to eat for each meal, what to serve guests at a dinner party, picnic or wedding . Consumer
behavior is a dynamic and multidimensional process and reflects the totality of consumers' decision with respect
to the acquisition, consumption and disposition of goods, services, activities and ideas. Shiffman and Kanuk
have pointed out that "consumer behavior is the behavior that consumers display in searching for purchasing,
using, evaluating and disposing of products and services that they expect will satisfy their needs. To be
considered a cultural value, a belief or custom must be shared by a significant portion of the society .These are
following forms of learning; 1-formal learning 2-informal learning 3-technical learning .issues in
culture.1.Enculturation and acculturation 2. Language and symbols 3. Rituals 4.sharing of culture .Without a
common language shared meaning could not exist. Marketers must choose appropriate symbols in advertising
.Marketers can use know symbols for associations. To be a cultural characteristics a belief value ,or practice
must be shared by a significant portion of society .Culture is transferred through family ,schools ,houses or
worship and media .Ritualistic behavior ; action or behavior follow a similar pattern every time they are used
.acts are the fixed patterns of behavior that form part of a religious service or ceremony .Measuring cultural
values.1.Content analysis ,as the name implies , focuses on the content of societies verbal, written , and
pictorial communication ,including promotional message .Describe attitudinal and behavioral responses to
communications .2.Field observation A cultural measurement technique that takes place within a natural
environment that focuses on observing behavior (sometimes without the subject awareness ).participate
observation .Researchers who participate in the environment that they are studying without notifying those
who are being observed value measurements. Rokeach value survey is a self-administered inventory
consisting of 1-eighteen terminal value(personal goal )2-Eighteen instrumental value (ways of reaching
personal goals)Gordon’s surveys of personal and interpersonal values 1.Personal value; 1. Achievements;
enjoying changes, growth, and accomplishment .2goal orientation; prefer having well-defined objective and
completing tasks.3 Variety; disliking routines and preferring new experiences. 2. Interpersonal values;
1.leadership; being in charge and having authority.2.Recognition; being looked up to consider important and
admired.3.conformity. doing the correct thing and following regular .Indian society is driven by a set of core
values , thought these may vary in the urban and rural test. These values remain basic to Indian culture and
strongly embedded in most subcultures the variation in the urban milieu may be attributed to changing
lifestyles, the impact of westernization, and the diffusion of technology. The following are some of the core
values of Indians;1.family orientation; Not only includes one’s own family but also the extended family
parents siblings, grandparents etc .in such type of family male is the wage earner-as the chief of the family.
value based brands at low –price .categories like tea, soap. toothpaste, and shampoo typically cater to these kind
of consumers.2 .saving orientation ;saving a good portion of money and spend the little for basic needs
only(earlier).now, people are buying above their basic needs like bicycles .bikes, cars TV’s
computers.(installment basis for convenient living). Investing money in gold is a key factor .people use to buy
jeweler from their family jeweler rather from brands like Tanishq .2%market capturing.3.festivties;a numbers
of companies step up their advertisement campaigns during festive months. A number of consumers also
postpone their purchases, specially durables in hope of getting various types of deals.4.shopping as a ritual;
buying commodities and vegetables from routine shops or nearby shops and hawkers even if the concepts of
BIG BAZAAR,SHOPER’S STOP etc spreaded out everywhere (urban areas)BIG BAZAAR –promise to give
ambience ,service and variety.5Mythology;mythology stories, scripture, and music are an inherent part of the
Indian culture such product are marketed in the place of tourist interest but they are not branded. May also have
an inferior quality .6.Food habits; (Amul butter and Udupi commercial) spicy delicacies are popular in India
too .food habit have a strong link with the culture and are difficult to change 7.changing cultural trends in
Indian urban markets; urban setting is very different from rural or semi-urban market setting. Target
segments comprise professionally qualified, high- salaried persons with fast track of life. Mental programming
of people in environment.-combination of 1.symbol; women wearing gold as it is perceived prosperous in
several parts of India.2.Heroes; Celebrities are widely used in advertising .3.Rituals; wedding ritual in
India.4.values; it us unusual to find even educated and westernized woman smoking in public place in India
.Achievement orientation;(Mahindra commercial) contributes to intrinsic and extrinsic motivational levels.
Product reinforces a feeling of accomplishment in individuals and perceived as rewards. work ethic;
contemporary customers are breaking away from traditional work practices and are involved in high-tension and
fast –paced jobs .example online food product ordering portals .Material success (Maruti Suzuki swift
commercial)young professionals between 25-30 years who are extremely conscious of their materialistic
success achieved in the last decade.

CHAPTER # 12
SUMMARY
Cross-cultural consumer behavior; An international perspective
The effort to determine to what extent the consumers of two or more nations are similar or different. Global
marketing strategies .an understanding of the similarities and difference that exist between nations is critical to
the multinational marketer who must devise appropriate strategies to reach consumer in specific foreign markets
.based on consumer style, segment these consumer into four clusters .price sensitive consumer. Variety-seeking
consumer .brand-loyal consumer and information seeking consumers. Measures of cross-cultural aspects
.judgment regarding the quality of the country’s products. Willingness to buy a country’s product.
Ethnocentrism-willingness to buy foreign- made products .perceptions of a country consumption culture .Ethnic
self –identification .acculturation-identification with a country’s culture. National self identification.
Acculturation is the process by which learn –via cross cultural analysis-about the values, belief, and customs of
other culture and then apply this knowledge to marketing products internationally. In fact acculturation is a dual
learning process. Consumer research difficulties. Conducting consumer research studies in other foreign
countries is often difficult. For instance, it is hard to conduct western-style market research in the Islamic
countries of the Middle East.
Standardization is the process of developing technical standards, which apply in the same manner to all
manufacturers and consumers. For example, the safety of a certain brand of lighters can be a debatable issue, as
what is unsafe for a consumer may be completely practical for another. Localization refers to the process of
making a product more accessible to different audiences. Examples of localization include the translation of the
cooking instructions or the ingredients of a food product or the dubbing or subtitling a foreign-language movie
or series. Localization can also result in changes to the contents of a product, to comply with the different
regulations of a foreign country, such as the removal of gory scenes from a localized version of a video game.
Linguistic barriers; a language barrier is a figurative phrase used primarily to refer to linguistic barriers to
communication i.e. the difficulties in communication experienced, or even dialects in some cases. Promotional
appeals promotional appeals must reflect the local culture’s values and priorities. for example after surveys
indicated that, global was ,coke was regarded as more daring and energetic ,than Pepsi ,the Pepsi company
came up with a new ad push with the tagline; live for now, and then changed it to ‘people who define the Now’
and its ads featured well-known disc jockeys, celebrities, and artists. Legal barriers the government creates
legal barriers through patents, copy rights, and granting exclusive rights to companies. Local brand-manage
within one country .global brand-manage in most standardized way as possible. Global brand tend to be
differently than local brands, and that consumers worldwide associate global characteristics .quality signal.
Global myth. Social responsibility. Regional brand manage on a delimited geographical zone. International
brand managed at international level but with possible adaption. They also identified intracountry with respect
to how a country citizens view global brand. Global citizens.55% of the respondents use a company’s global
success as an indication of product quality and innovativeness are concerned that the firm acts in a socially
responsible manner. Global dreamers 23% view global brands as quality products, and are not particularly
concerned about social responsibility issues. Anti global13% feel that global brand are higher quality than local
brand, but dislike brand that preach U.S and do not trust global companies to act responsibly. Global
Agnostics8% evaluate global brand in the same way they evaluate local brand. Brand share and extension
Brand extension, also known as brand stretching, leverages the reputation and popularity of the well-known
brand to increase demand for new products. Brand extension is the use of a well-established brand name for a
new product or new product category. Successful brand extensions allow companies to diversify offerings,
increase market share, and increase profits. The existing brand serves as an inexpensive yet
practical marketing tool for the new product. There are many ways companies can extend the popularity and
reputation of their brand into new territories. Brand extension can be as natural as offering an original product
in a new form. As an example, a made-to-order pizza restaurant may offer the sale of frozen take-home pizza or
sell its name brand proprietary sauce in retail stores .Global marketing opportunities is “marketing on a
worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and
opportunities in order to meet global objectives .Global marketing is also a field of study in general business
management to provide valuable products, solutions and services to customers locally, nationally,
internationally and worldwide. Elements of global marketing product, price, place, promotion. The most
important criterion for identifying global marketing opportunities is a country consumer spending and its
growth prospects.
The growing global middle class the world is in the throes of a major expansion in the middle class,
particularly in emerging Asia. The global middle class is expected to grow from under 2 billion consumers
today to nearly 5 billion within two decades. • Middle classes are an important key driver of growth, as the
income elasticity for durable goods and services for middle class consumers is greater than one. • China and
India are at the forefront of the expansion of the global middle class. The world economy can be expected to
increasingly rely on the middle classes of these two Asian powers as key sources of global demand. The global
teen market overall, teenager and their somewhat older brother and sisters, the young adult segment appear to
have quite similar interest, desires and consumption behavior no matter where they live .therefore in response to
this perspective, consumer researchers have explored the makeup, composition and behavior of this segment.—
global psychographic research often cultural difference of great importance to marketers. Psychographics
identifies shared value irrespective of national borders. Much of this research has sought to uncover the bedrock
value in people’s lives in order to understand the motivations that drive both attitudes and behavior the VALS
research methodology has been used to identify psychographic segments in other countries. Six global value
group were uncovered; strivers- ambitious and materialistic Devouts– conservative, responsible and, respectful
.Altruists-unselfish in their concern for others society and the future .Intimates-focus on social relationships
and family. Fun seekers-young in age and outlook, value adventure and good time. Creative-seek knowledge
and insights, and have a keen interest in books and new media.
 CHAPTER# 11
SUMMARY
Culture influence on consumer behavior
Culture is the collective value, customs, norms, arts, social institutions and intellectual achievements of a
particular society. Culture include almost everything that influence an individual’s thought processes and
behaviors .Culture offers order, direction and guidance in all phases of human problem solving ;when to eat,
where to eat ,what to eat for each meal, what to serve guests at a dinner party, picnic or wedding . Consumer
behavior is a dynamic and multidimensional process and reflects the totality of consumers' decision with respect
to the acquisition, consumption and disposition of goods, services, activities and ideas. Shiffman and Kanuk
have pointed out that "consumer behavior is the behavior that consumers display in searching for purchasing,
using, evaluating and disposing of products and services that they expect will satisfy their needs. To be
considered a cultural value, a belief or custom must be shared by a significant portion of the society .These are
following forms of learning; 1-formal learning 2-informal learning 3-technical learning .issues in
culture.1.Enculturation and acculturation 2. Language and symbols 3. Rituals 4.sharing of culture .Without a
common language shared meaning could not exist. Marketers must choose appropriate symbols in advertising
.Marketers can use know symbols for associations. To be a cultural characteristics a belief value ,or practice
must be shared by a significant portion of society .Culture is transferred through family ,schools ,houses or
worship and media .Ritualistic behavior ; action or behavior follow a similar pattern every time they are used
.acts are the fixed patterns of behavior that form part of a religious service or ceremony .Measuring cultural
values.1.Content analysis ,as the name implies , focuses on the content of societies verbal, written , and
pictorial communication ,including promotional message .Describe attitudinal and behavioral responses to
communications .2.Field observation A cultural measurement technique that takes place within a natural
environment that focuses on observing behavior (sometimes without the subject awareness ).participate
observation .Researchers who participate in the environment that they are studying without notifying those
who are being observed value measurements. Rokeach value survey is a self-administered inventory
consisting of 1-eighteen terminal value(personal goal )2-Eighteen instrumental value (ways of reaching
personal goals)Gordon’s surveys of personal and interpersonal values 1.Personal value; 1. Achievements;
enjoying changes, growth, and accomplishment .2goal orientation; prefer having well-defined objective and
completing tasks.3 Variety; disliking routines and preferring new experiences. 2. Interpersonal values;
1.leadership; being in charge and having authority.2.Recognition; being looked up to consider important and
admired.3.conformity. doing the correct thing and following regular .Indian society is driven by a set of core
values , thought these may vary in the urban and rural test. These values remain basic to Indian culture and
strongly embedded in most subcultures the variation in the urban milieu may be attributed to changing
lifestyles, the impact of westernization, and the diffusion of technology. The following are some of the core
values of Indians;1.family orientation; Not only includes one’s own family but also the extended family
parents siblings, grandparents etc .in such type of family male is the wage earner-as the chief of the family.
value based brands at low –price .categories like tea, soap. toothpaste, and shampoo typically cater to these kind
of consumers.2 .saving orientation ;saving a good portion of money and spend the little for basic needs
only(earlier).now, people are buying above their basic needs like bicycles .bikes, cars TV’s
computers.(installment basis for convenient living). Investing money in gold is a key factor .people use to buy
jeweler from their family jeweler rather from brands like Tanishq .2%market capturing.3.festivties;a numbers
of companies step up their advertisement campaigns during festive months. A number of consumers also
postpone their purchases, specially durables in hope of getting various types of deals.4.shopping as a ritual;
buying commodities and vegetables from routine shops or nearby shops and hawkers even if the concepts of
BIG BAZAAR,SHOPER’S STOP etc spreaded out everywhere (urban areas)BIG BAZAAR –promise to give
ambience ,service and variety.5Mythology;mythology stories, scripture, and music are an inherent part of the
Indian culture such product are marketed in the place of tourist interest but they are not branded. May also have
an inferior quality .6.Food habits; (Amul butter and Udupi commercial) spicy delicacies are popular in India
too .food habit have a strong link with the culture and are difficult to change 7.changing cultural trends in
Indian urban markets; urban setting is very different from rural or semi-urban market setting. Target
segments comprise professionally qualified, high- salaried persons with fast track of life. Mental programming
of people in environment.-combination of 1.symbol; women wearing gold as it is perceived prosperous in
several parts of India.2.Heroes; Celebrities are widely used in advertising .3.Rituals; wedding ritual in
India.4.values; it us unusual to find even educated and westernized woman smoking in public place in India
.Achievement orientation;(Mahindra commercial) contributes to intrinsic and extrinsic motivational levels.
Product reinforces a feeling of accomplishment in individuals and perceived as rewards. work ethic;
contemporary customers are breaking away from traditional work practices and are involved in high-tension and
fast –paced jobs .example online food product ordering portals .Material success (Maruti Suzuki swift
commercial)young professionals between 25-30 years who are extremely conscious of their materialistic
success achieved in the last decade.

CHAPTER # 12
SUMMARY
Cross-cultural consumer behavior; An international perspective
The effort to determine to what extent the consumers of two or more nations are similar or different. Global
marketing strategies .an understanding of the similarities and difference that exist between nations is critical to
the multinational marketer who must devise appropriate strategies to reach consumer in specific foreign markets
.based on consumer style, segment these consumer into four clusters .price sensitive consumer. Variety-seeking
consumer .brand-loyal consumer and information seeking consumers. Measures of cross-cultural aspects
.judgment regarding the quality of the country’s products. Willingness to buy a country’s product.
Ethnocentrism-willingness to buy foreign- made products .perceptions of a country consumption culture .Ethnic
self –identification .acculturation-identification with a country’s culture. National self identification.
Acculturation is the process by which learn –via cross cultural analysis-about the values, belief, and customs of
other culture and then apply this knowledge to marketing products internationally. In fact acculturation is a dual
learning process. Consumer research difficulties. Conducting consumer research studies in other foreign
countries is often difficult. For instance, it is hard to conduct western-style market research in the Islamic
countries of the Middle East.
Standardization is the process of developing technical standards, which apply in the same manner to all
manufacturers and consumers. For example, the safety of a certain brand of lighters can be a debatable issue, as
what is unsafe for a consumer may be completely practical for another. Localization refers to the process of
making a product more accessible to different audiences. Examples of localization include the translation of the
cooking instructions or the ingredients of a food product or the dubbing or subtitling a foreign-language movie
or series. Localization can also result in changes to the contents of a product, to comply with the different
regulations of a foreign country, such as the removal of gory scenes from a localized version of a video game.
Linguistic barriers; a language barrier is a figurative phrase used primarily to refer to linguistic barriers to
communication i.e. the difficulties in communication experienced, or even dialects in some cases. Promotional
appeals promotional appeals must reflect the local culture’s values and priorities. for example after surveys
indicated that, global was ,coke was regarded as more daring and energetic ,than Pepsi ,the Pepsi company
came up with a new ad push with the tagline; live for now, and then changed it to ‘people who define the Now’
and its ads featured well-known disc jockeys, celebrities, and artists. Legal barriers the government creates
legal barriers through patents, copy rights, and granting exclusive rights to companies. Local brand-manage
within one country .global brand-manage in most standardized way as possible. Global brand tend to be
differently than local brands, and that consumers worldwide associate global characteristics .quality signal.
Global myth. Social responsibility. Regional brand manage on a delimited geographical zone. International
brand managed at international level but with possible adaption. They also identified intracountry with respect
to how a country citizens view global brand. Global citizens.55% of the respondents use a company’s global
success as an indication of product quality and innovativeness are concerned that the firm acts in a socially
responsible manner. Global dreamers 23% view global brands as quality products, and are not particularly
concerned about social responsibility issues. Anti global13% feel that global brand are higher quality than local
brand, but dislike brand that preach U.S and do not trust global companies to act responsibly. Global
Agnostics8% evaluate global brand in the same way they evaluate local brand. Brand share and extension
Brand extension, also known as brand stretching, leverages the reputation and popularity of the well-known
brand to increase demand for new products. Brand extension is the use of a well-established brand name for a
new product or new product category. Successful brand extensions allow companies to diversify offerings,
increase market share, and increase profits. The existing brand serves as an inexpensive yet
practical marketing tool for the new product. There are many ways companies can extend the popularity and
reputation of their brand into new territories. Brand extension can be as natural as offering an original product
in a new form. As an example, a made-to-order pizza restaurant may offer the sale of frozen take-home pizza or
sell its name brand proprietary sauce in retail stores .Global marketing opportunities is “marketing on a
worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and
opportunities in order to meet global objectives .Global marketing is also a field of study in general business
management to provide valuable products, solutions and services to customers locally, nationally,
internationally and worldwide. Elements of global marketing product, price, place, promotion. The most
important criterion for identifying global marketing opportunities is a country consumer spending and its
growth prospects.
The growing global middle class the world is in the throes of a major expansion in the middle class,
particularly in emerging Asia. The global middle class is expected to grow from under 2 billion consumers
today to nearly 5 billion within two decades. • Middle classes are an important key driver of growth, as the
income elasticity for durable goods and services for middle class consumers is greater than one. • China and
India are at the forefront of the expansion of the global middle class. The world economy can be expected to
increasingly rely on the middle classes of these two Asian powers as key sources of global demand. The global
teen market overall, teenager and their somewhat older brother and sisters, the young adult segment appear to
have quite similar interest, desires and consumption behavior no matter where they live .therefore in response to
this perspective, consumer researchers have explored the makeup, composition and behavior of this segment.—
global psychographic research often cultural difference of great importance to marketers. Psychographics
identifies shared value irrespective of national borders. Much of this research has sought to uncover the bedrock
value in people’s lives in order to understand the motivations that drive both attitudes and behavior the VALS
research methodology has been used to identify psychographic segments in other countries. Six global value
group were uncovered; strivers- ambitious and materialistic Devouts– conservative, responsible and, respectful
.Altruists-unselfish in their concern for others society and the future .Intimates-focus on social relationships
and family. Fun seekers-young in age and outlook, value adventure and good time. Creative-seek knowledge
and insights, and have a keen interest in books and new media.