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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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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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CleanlinessCleanliness

Performance/StatusPerformance/Status

Tradition/ChangeTradition/Change

Risk taking/Security Risk taking/Security

Problem solving/FatalisticProblem solving/Fatalistic

NatureNature

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Tradition/ChangeTradition/Change

A focus on technology as an indicator of change illustrates some dramatic differences across cultures that show the following:


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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

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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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• Overall use and meanings assigned to space vary widely among different cultures

SpaceSpace

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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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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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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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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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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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