Cross-Cultural Variations in Consumer Behavior

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Cross-Cultural Variations in Consumer Behavior
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Different Cultures

• Why are we studying this?
• Americanization of cultures

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Culture

• Culture features
• Comprehensive
• Acquired
• Complex
• Cultural Components
• Norms
• Cultural values
• Sanctions

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Variations in Culture

• Other-Oriented Values
• Environmental-Oriented Values
• Self-Oriented Values

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Other-Oriented Values

• Individual/Collective
• Youth/Age
• Extended/Limited Family
• Masculine/Feminine
• Competitive/Cooperative
• Diversity/Uniformity

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Environmental-Oriented Values

• Cleanliness
• Performance/Status
• Tradition/Change
• Risk-taking/Security
• Problem Solving/Fatalistic
• Nature

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Self-Oriented Values

• Active/Passive
• Sensual Gratification/Abstinence
• Material/Nonmaterial
• Instrumental
• Terminal
• Hard Work/Leisure
• Postponed/Immediate Gratification
• Religious/Secular

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Cultural Variations in Communication

• Verbal Communication Systems
• Nonverbal Communication Systems
• Time
• Monochronic
• Polychronic
• Space
• Symbols
• Friendship
• Agreement
• Things
• Etiquette

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Global Cultures

• What caused them?
• Global Demographics
• Demographics
• Purchasing power parity
• Cross-Cultural Marketing Strategy

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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