Culture
Cross-Cultural
Variations in
Consumer Behaviour
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Culture and Cross-Cultural Variations in
Consumer Behaviour
Concept of culture
How culture is shared and acquired
Cultural values
– classified into 3 categories
Culture includes non-verbal communications
Risks and opportunities of cross-cultural or
ethnic marketing
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Cultural Influences — Overview
• Definitions
• Cultural values
• Cross-cultural variations
• Non-verbal communications
• Cross-cultural marketing strategy
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Definition of Culture:
Complex concept that includes knowledge, beliefs,
art, law, morals, custom, and any other capabilities
acquired by humans as members of society.
Culture includes almost everything that influences an
individual’s thought processes and behaviours.
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Culture
Social class
Sub- culture Cross culture culture
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Variables Influencing Cross-Cultural Marketing Strategies
Language
Demography
Consumer Marketing
Behavior strategy
Values
The behavior which the consumer shows while
Non-verbal he/she are searching, purchasing, using,
evaluating and disposing the product and its
communication service which satisfies ones own needs is said
to be Consumer Behavior.
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Culture….
Is a comprehensive concept
Influences our preferences
Is acquired from our experiences and learning
Supplies the boundaries for behaviour in modern societies
Consumers are seldom aware of cultural influences
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Cultural Values, Norms, Sanctions and
Consumption Patterns
Norms
specify
ranges of
appropriate
behavior
Cultural Consumption
Sanctions pattern
values
penalties
for
violating
norms
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Classification of Cultural Values:
Three broad classifications are used:
1. Other-oriented
2. Environment-oriented
3. Self-oriented
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Other-Oriented Values:
•Individual vs collective (initiative, conformity)
•Romantic orientation (love)
•Adult vs child (child’s place)
•Masculine vs feminine (male role)
•Competition vs cooperation (excel or not?)
•Youth vs age (wisdom of elders)
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Environment-Oriented Values:
•Cleanliness (extent of)
•Performance vs status (performance or class)
•Tradition vs change (new behaviours?)
•Risk-taking vs security (risk encouraged?)
•Problem-solving vs fatalism (acceptance encouraged?)
•Nature (admired or overcome?)
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Self-Oriented Values:
Active vs passive (physical activity)
Material vs non-material approach (acquisition?)
Hard work vs leisure (admire hard work?)
Postponed vs immediate gratification (save/enjoy now)
Sensual gratification vs abstinence (food, drink)
Humour vs seriousness (is life serious?)
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Cross-Cultural Variations:
(Factors Influencing Non-Verbal Ccommunications)
•Symbols •Time
•Agreements •Space
•Etiquette •Friendship
•Environment •Things
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Time Perspective:
Polychronic
Monochronic Many things at once
One thing at a time
Highly distractible
Concentrate on one job
Deadlines are secondary
Deadlines matter
Commitment to people
Commitment to task
Changing plans is easy
Adhesion to plans
Promptness depends
Promptness is valued
Long-term preferred
Short-term relationships
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Etiquette:
Eye contact with business clients
Touching a customer on the arm or shoulder
Contact between males
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Developing a Cross-Cultural
Marketing Strategy
–Is it a homogenous culture?
–What needs will the product fill?
–Can enough afford the product?
–What values are relevant to this product?
–What are the distribution, political and legal structures?
–How can the firm communicate about the product?
–What are the ethical implications?
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Legal Restrictions on Advertising
France: Ads for book publishers, foreign tourism,
supermarket chains, margarine and contraceptives are
banned. Children cannot be used in ads.
Germany: Ads may not inspire fear, encourage superstition,
or promote discrimination. Athletes may not be shown
drinking. Direct appeals to children are not allowed.
Comparative advertising is severely restricted.
Britain: Ads for undertakers, the Bible, matrimonial
agencies, fortune-tellers, private detectives, contraceptives
and pregnancy tests are banned.
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
Other –oriented values:
Individual & Competition &
collective cooperation
Romantic Masculine &
oriented feminine
Adult & Youth &
child age
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
A presentation by
N.Chandra Sekhar MBA
PRABHATH INSTITUTION OF BUSINESS MANAGEMENT
A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)
UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
