CrossCultural Consumer Behavior

1
Cross-Cultural Consumer Behavior
2
The Imperative to be Multinational

• Global trade agreements
• EU
• NAFTA
• Increasing exposure to other cultures
• Country-of-origin effects

3
Differences in Lifestyles and Beliefs

• Differences in language and meaning
• Verbal language
• Non-verbal language
• How consumers of a given culture think, read, and
  write language

4

• Differences in market segmentation opportunities
• Income, SES, age, and sex of target consumers may
  vary dramatically between any two countries
• Global middle class is emerging

5

• Differences in consumption patterns
• Differences in the perceived benefits of products
  and services
• Differences in the criteria for evaluating
  products and services

6

• Differences in economic and social conditions and
  family structure
• Differences in marketing research conditions

7
Multinational Strategies

• World brand
• A product that is manufactured, packaged, and
  positioned in the same way in every culture in
  which it is sold

8

• Adaptive global marketing
• Adapt advertising message to specific cultural
  values
• Adapt product to honor cultural values

9
Product Recognition Continuum
10
Framework for Alternative Global Marketing
Strategies
11
Framework for Determining Program Standardization
Target Market
Market Position
Nature Of Product
Degree of Program Standardization
Performance in Program Markets
Environment
Organization Factors