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    Chap 002

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    megha139
    This document discusses cross-cultural variations in consumer behavior and how culture impacts marketing. It defines culture and explains how values, norms, and sanctions vary across cultures. Specific cultural values that influence consumption like individualism, risk-taking, materialism, and time orientation are examined. The document also explores how non-verbal communication like use of space, time, symbols and etiquette differ globally and must be considered. It stresses understanding differences in demographics, values, and business environments when expanding into foreign markets.

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    Chap 002

    Uploaded by

    megha139
    74 views16 pages
    This document discusses cross-cultural variations in consumer behavior and how culture impacts marketing. It defines culture and explains how values, norms, and sanctions vary across cultures. Specific cultural values that influence consumption like individualism, risk-taking, materialism, and time orientation are examined. The document also explores how non-verbal communication like use of space, time, symbols and etiquette differ globally and must be considered. It stresses understanding differences in demographics, values, and business environments when expanding into foreign markets.

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    This document discusses cross-cultural variations in consumer behavior and how culture impacts marketing. It defines culture and explains how values, norms, and sanctions vary across cultures. Specific cultural values that influence consumption like individualism, risk-taking, materialism, and time orientation are examined. The document also explores how non-verbal communication like use of space, time, symbols and etiquette differ globally and must be considered. It stresses understanding differences in demographics, values, and business environments when expanding into foreign markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    74 views16 pages

    Chap 002

    Uploaded by

    megha139
    This document discusses cross-cultural variations in consumer behavior and how culture impacts marketing. It defines culture and explains how values, norms, and sanctions vary across cultures. Specific cultural values that influence consumption like individualism, risk-taking, materialism, and time orientation are examined. The document also explores how non-verbal communication like use of space, time, symbols and etiquette differ globally and must be considered. It stresses understanding differences in demographics, values, and business environments when expanding into foreign markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    CHAPTER TWO

    Cross-Cultural Variations
    in Consumer Behavior
    2
    Cultural Factors

    CHAPTER 2
    3
    The Concept of Culture
    • Culture: The complex whole that
    includes knowledge, belief, art, law,
    morals, customs, and any other
    capabilities and habits acquired by
    humans as members of society
    • Key issues:
    • Comprehensive
    • Acquired
    • Boundaries
    • Seldom Aware

    CHAPTER 2
    4
    Values, Norms, and Sanctions

    CHAPTER 2
    5
    Variations in Cultural Values

    Other- Society’s view


    oriented of relationships
    values between people

    Society’s view Consumption


    Environment-
    of relationships Purchase
    oriented
    with environment Communications
    values

    Objectives/
    Self-
    approaches
    oriented
    to life society
    values
    finds desirable

    CHAPTER 2
    6
    Other-oriented Values

    • Individual/Collective: Membership
    • Extended/Limited Family: Grandparents
    • Adult/Child: US versus other Countries
    • Masculine/Feminine: Rank, Prestige
    • Competitive/Cooperative: Comparative Ads

    • Youth/Age: Elders

    CHAPTER 2
    7
    Environment-oriented Values

    • Cleanliness: How Much?


    • Performance/Status: Branded Goods
    • Tradition/Change: Innovation
    • Risk taking/Security: Entrepreneur
    • Problem-solving/Fatalistic: Acceptance
    • Nature: Social Responsibility

    CHAPTER 2
    8
    Self-oriented Values

    • Active/Passive: DO SOMETHING!
    • Material/Nonmaterial: Instrumental/Terminal
    • Hard work/Leisure: Vacation?
    • Postponed gratification/Immediate
    gratification: Credit
    • Sensual gratification/Abstinence: Differences
    • Humor/Serious: Superficial

    CHAPTER 2
    9
    Consumer Insight 2-1
    • The coffee bar concept, coupled with high-
    quality, strongly flavored coffee, obviously transf
    erred successfully from the Italian to the America
    n culture. However, America has traditionally em
    braced coffee. Will Starbucks work in countries w
    here tea is the dominant drink?
    • What values will affect Starbucks’ success in
    China?
    • What ethical issues should Starbucks consider as
    it enters developing countries?

    CHAPTER 2
    10
    Language Issues…

    CHAPTER 2
    11
    Factors Influencing Nonverbal Communication

    CHAPTER 2
    12
    Nonverbal Factors
    • Time
    • Time perspective
    • Meanings in the Use of Time
    • Space
    • Office Space
    • Personal Space
    • Symbols

    CHAPTER 2
    13
    The Meaning of Numbers, Colors, & Symbols

    CHAPTER 2
    14
    Nonverbal Factors (continued)

    • Friendship
    • The concept of guanxi
    • Agreements
    • Things
    • Etiquette

    CHAPTER 2
    15
    Global Demographics

    • Purchasing Power Parity


    • Different Cultures are…Different!
    • Knowing and Addressing is the Trick

    CHAPTER 2
    16
    Approaching a Foreign Market
    • Geographic area
    • Are needs the same?
    • Size of market?
    • Are values consistent?
    • Distribution, Politics, and Legal structures?
    • How do we communicate?
    • Are there any ethical implications?

    CHAPTER 2

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