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

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

Nature of Group Influence

Large

Cultures Social class/ subcultures Reference groups Household

Small

Size of group
General and indirect

Type of group influence on the individual

Specific and direct

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

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

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

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

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

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Cross-cultural Variations in Consumer Behaviour

Non-verbal communication s

Language
Consumer behaviour

Demographi cs Values

Marketing strategy

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Factors Influencing Non-verbal Communications

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

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
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Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Changing Societies
Changes in society Changes in market needs Products Demographics Values Gender roles Subcultures Changes in marketing strategy Understanding these changes is a key input in developing a successful

Media
Packages Outlets

Services
Images

strategy

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

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