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CHAPTERCHAPTER 22
CROSS-CROSS-CULTURAL CULTURAL
VARIATIONS IN VARIATIONS IN CONSUMER CONSUMER BEHAVIORBEHAVIOR
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Marketing Across Marketing Across Cultural Boundaries Cultural Boundaries
CultureCulture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.CultureCulture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.
Other-Oriented Values
Individual/CollectiveIndividual/Collective Youth/AgeYouth/Age Extended/Limited FamilyExtended/Limited Family Masculine/Feminine Masculine/Feminine Competitive/CooperativeCompetitive/Cooperative Diversity/UniformityDiversity/Uniformity
Environment-Oriented Values
CleanlinessCleanliness Performance/StatusPerformance/Status Tradition/ChangeTradition/Change Risk taking/Security Risk taking/Security Problem solving/FatalisticProblem solving/Fatalistic NatureNature
Self-Oriented Values
Active/PassiveActive/Passive Sensual Sensual
gratification/Abstinencegratification/Abstinence Material/NonmaterialMaterial/Nonmaterial Hard work/LeisureHard work/Leisure Postponed Postponed
gratification/Immediate gratification/Immediate gratificationgratification
Religious/SecularReligious/Secular
Nonverbal CommunicationsNonverbal Communications
Global Cultures Global Demographics Cross-Cultural
Marketing Strategy
Consumer Behavior In The News…Consumer Behavior In The News…
Can You Guess what Motives Underlie Men’s Can You Guess what Motives Underlie Men’s Clothing Purchases in Different Countries?Clothing Purchases in Different Countries?
EuropeEurope
ChinaChina
JapanJapan
U.S.U.S.
How Might Fashion Retailers Respond?How Might Fashion Retailers Respond?
Source: G. Deeny, “The Men Who Spend it Like Beckham,” Financial Times, February 23, 2008, p. 8 2-4
Consumer Behavior In The News…Consumer Behavior In The News…
Can You Guess what Motives Underlie Men’s Can You Guess what Motives Underlie Men’s Clothing Purchases in Different Countries?Clothing Purchases in Different Countries?
Europe – Europe – look and feel successfullook and feel successful
China – China – social harmonysocial harmony
Japan – Japan – look stronglook strong
U.S. – U.S. – reinvent themselves to seducereinvent themselves to seduce
How Might Fashion Retailers Respond?How Might Fashion Retailers Respond?
Source: G. Deeny, “The Men Who Spend it Like Beckham,” Financial Times, February 23, 2008, p. 8 2-5
Marketing Across Cultural Boundaries is Marketing Across Cultural Boundaries is a Difficult and Challenging Taska Difficult and Challenging Task
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One-way influence from U.S. to other countries to…One-way influence from U.S. to other countries to…
Mutual influenceMutual influence
Global citizensGlobal citizens
Global dreamersGlobal dreamers
AntiglobalsAntiglobals
Global agnosticsGlobal agnostics
GlobalizationGlobalization
Globalization changing from
Four major world citizens
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Although globalization can influence cultural values, it would be a mistake to think that all cultures are becoming homogenized.
The Concept of CultureThe Concept of Culture
CultureCulture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.
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• a comprehensive concept• is acquired• is seldom provides detailed
prescription• We are seldom aware of
them
The Concept of CultureThe Concept of Culture
Cultural valuesCultural values give rise to norms and associated sanctionssanctions, which in turn influence consumption patternsconsumption patterns.
Cultures are not static. They typically evolve and change slowly over time.
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Other-Oriented ValuesOther-Oriented Values
Environment-Oriented ValuesEnvironment-Oriented Values
Self-Oriented ValuesSelf-Oriented Values
Variations in Cultural ValuesVariations in Cultural Values
The numerous values that differ across cultures and affect consumption include:
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Variations in Cultural ValuesVariations in Cultural Values
Other-Oriented Values
Individual/CollectiveIndividual/Collective
Youth/AgeYouth/Age
Extended/Limited FamilyExtended/Limited Family
Masculine/Feminine Masculine/Feminine
Competitive/CooperativeCompetitive/Cooperative
Diversity/UniformityDiversity/Uniformity
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Variations in Cultural ValuesVariations in Cultural Values
Environment-Oriented Values
CleanlinessCleanliness
Performance/StatusPerformance/Status
Tradition/ChangeTradition/Change
Risk taking/Security Risk taking/Security
Problem solving/FatalisticProblem solving/Fatalistic
NatureNature
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Variations in Cultural ValuesVariations in Cultural Values
Tradition/ChangeTradition/Change
A focus on technology as an indicator of change illustrates some dramatic differences across cultures that show the following:
Environment-Oriented Values
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Variations in Cultural ValuesVariations in Cultural Values
Self-Oriented Values
Active/PassiveActive/Passive
Sensual gratification/AbstinenceSensual gratification/Abstinence
Material/NonmaterialMaterial/Nonmaterial
Hard work/LeisureHard work/Leisure
Postponed gratification/Immediate gratificationPostponed gratification/Immediate gratification
Religious/SecularReligious/Secular
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Applications in Consumer BehaviorApplications in Consumer Behavior
Ad for Calvin Klein underwear:
OK in U.S. and France.
Not appropriate in cultures that place a high value on abstinence.
Sensual Gratification/AbstinenceSensual Gratification/Abstinence
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Cultural Variations in Nonverbal Communications
TimeTime
• Time perspective• monochronic• polychronic
• Meanings in the use of time
The meaning of time varies between cultures in two major ways:
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Cultural Variations in Nonverbal Communications
• Overall use and meanings assigned to space vary widely among different cultures
SpaceSpace
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Cultural Variations in Nonverbal Communications
SymbolsSymbols
Colors, animals, shapes, numbers, and music have varying meanings across cultures.
Failure to recognize the meaning assigned to a symbol can cause serious problems!
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Cultural Variations in Nonverbal Communications
RelationshipsRelationshipsHow quickly and easily do cultures form relationships and make friends?
•Americans tend to form relationships and friends quickly and easily.
•Chinese relationships are much more complex and characterized by guanxi.
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Cultural Variations in Nonverbal Communications
AgreementsAgreementsHow does a culture ensure business obligations are honored? How are disagreements resolved?
Some cultures rely on a legal system; others rely on relationships, friendships, etc.
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Cultural Variations in Nonverbal Communications
ThingsThingsThe cultural meaning of things leads to purchase patterns that one would not otherwise predict.
The differing meanings that cultures attach to things, including products, make gift-giving a particularly difficult task.
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Cultural Variations in Nonverbal Communications
EtiquetteEtiquetteThe generally accepted ways of behaving in social situations.
Behaviors considered rude or obnoxious in one culture may be quite acceptable in another!
Normal voice tone, pitch, and speed of speech differ between cultures and languages, as do the use of gestures.
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Global Cultures
A Global Youth Culture?•Mass media and the Internet have had an impact of uniformity among teens around the world.
•They tend to watch many of the same shows, movies and videos, listen to the same music, and dress alike.
•Technology is important factor but U.S. teens and brands no longer lead the way.
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Global Demographics
DemographicsDemographics describe a population in terms of its size, structure, and distribution.
• Disposable income is one aspect of demographics--the rapid growth in personal income in parts of China has led to an overall market explosion!
• Demographics are both a result and a cause of cultural values.
• For example, densely populated societies, such as China, are likely to have more of a collective orientation than an individualistic one.
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Global Demographics
Marketers increasingly use Purchasing Power Parity (PPP)Purchasing Power Parity (PPP) rather than average or median income to evaluate markets. PPPPPP is based on the cost of a standard market basket of products bought in each country.
The following shows four countries in terms of PPP (in 2005):
Country Per Capita Income
% of Total income (to top 10%)
Per Capita PPP
Brazil $4,791 45% $8,596
China $1,721 35% $4,091
United Kingdom $37,266 29% $31,580
United States $41,674 30% $41,674
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Cross-Cultural Marketing Strategy
Considerations in Approaching a Foreign Market1.1. Homogeneous versus Heterogeneous with Respect to Homogeneous versus Heterogeneous with Respect to
Culture?Culture?
2.2. What Needs Can the Product Fill in this Culture?What Needs Can the Product Fill in this Culture?
3.3. Can Enough People Afford the Product?Can Enough People Afford the Product?
4.4. What Values are Relevant to the Purchase and Use of the What Values are Relevant to the Purchase and Use of the Product?Product?
5.5. What are the Distribution, Political and Legal Structures for What are the Distribution, Political and Legal Structures for the Product?the Product?
6.6. In What Ways Can We Communicate About the Product?In What Ways Can We Communicate About the Product?
7.7. What are the Ethical Implications of Marketing This Product What are the Ethical Implications of Marketing This Product in This Country?in This Country?
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Applications in Consumer Behavior
This Western This Western Union sign shows Union sign shows how marketers how marketers provide a local provide a local and/or regional and/or regional flavor both in flavor both in signage layout signage layout and through use and through use of appropriate of appropriate symbols and symbols and color.color.
© Lars Niki
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Discussion Questions
21. Are the cultures of the world becoming more similar or more distinct?
29. What are the marketing implications of the differences in the masculine/feminine orientation across countries?
39. What are the major ethical issues in introducing prepared foods such as fast foods to developing countries?
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