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    CB. Chapter 2. Hawkins

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    Bartholomew Szold
    The document discusses cross-cultural variations in consumer behavior and marketing globally. It provides examples of how motives for men's clothing purchases differ across countries in Europe, China, Japan, and the US. It also discusses how cultural values around self-orientation, relationships, agreements, and etiquette can vary widely between cultures and impact marketing and product adoption. The document emphasizes that successful global marketing requires understanding these cultural differences.

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    CB. Chapter 2. Hawkins

    Uploaded by

    Bartholomew Szold
    74 views27 pages
    The document discusses cross-cultural variations in consumer behavior and marketing globally. It provides examples of how motives for men's clothing purchases differ across countries in Europe, China, Japan, and the US. It also discusses how cultural values around self-orientation, relationships, agreements, and etiquette can vary widely between cultures and impact marketing and product adoption. The document emphasizes that successful global marketing requires understanding these cultural differences.

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    The document discusses cross-cultural variations in consumer behavior and marketing globally. It provides examples of how motives for men's clothing purchases differ across countries in Europe, China, Japan, and the US. It also discusses how cultural values around self-orientation, relationships, agreements, and etiquette can vary widely between cultures and impact marketing and product adoption. The document emphasizes that successful global marketing requires understanding these cultural differences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    74 views27 pages

    CB. Chapter 2. Hawkins

    Uploaded by

    Bartholomew Szold
    The document discusses cross-cultural variations in consumer behavior and marketing globally. It provides examples of how motives for men's clothing purchases differ across countries in Europe, China, Japan, and the US. It also discusses how cultural values around self-orientation, relationships, agreements, and etiquette can vary widely between cultures and impact marketing and product adoption. The document emphasizes that successful global marketing requires understanding these cultural differences.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 27

    CHAPTER

    CROSSCULTURAL VARIATIONS IN CONSUMER BEHAVIOR


    2-1

    Consumer Behavior In The News


    Can You Guess what Motives Underlie Mens Clothing Purchases in Different Countries? Europe China Japan U.S.

    How Might Fashion Retailers Respond?

    Source: G. Deeny, The Men Who Spend it Like Beckham, Financial Times, February 23, 2008, p. 8

    2-2

    Consumer Behavior In The News


    Can You Guess what Motives Underlie Mens Clothing Purchases in Different Countries? Europe look and feel successful China social harmony Japan look strong U.S. reinvent themselves to seduce

    How Might Fashion Retailers Respond?

    Source: G. Deeny, The Men Who Spend it Like Beckham, Financial Times, February 23, 2008, p. 8

    2-3

    Marketing Across Cultural Boundaries is a Difficult and Challenging Task

    2-4

    Video Application

    The following Video Clip demonstrates how Oreo adapts globally to be the number one cookie in the world.

    2-5

    2-6

    Globalization
    Globalization changing from
    One-way influence from U.S. to other countries to Mutual influence

    Four major world citizens


    Global citizens Global dreamers

    Antiglobals
    Global agnostics

    2-7

    The Concept of Culture


    Culture 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.

    2-8

    The Concept of Culture


    Cultural values give rise to norms and associated sanctions, which in turn influence consumption patterns.
    Cultures are not static. They typically evolve and change slowly over time.

    2-9

    Variations in Cultural Values


    The numerous values that differ across cultures and affect consumption include:
    Other-Oriented Values

    Environment-Oriented Values
    Self-Oriented Values

    2-10

    Variations in Cultural Values


    Other-Oriented Values Individual/Collective Youth/Age Extended/Limited Family Masculine/Feminine

    Competitive/Cooperative
    Diversity/Uniformity

    2-11

    Variations in Cultural Values


    Environment-Oriented Values Cleanliness Performance/Status

    Tradition/Change
    Risk taking/Security Problem solving/Fatalistic Nature

    2-12

    Variations in Cultural Values


    Environment-Oriented Values
    Tradition/Change
    A focus on technology as an indicator of change illustrates some dramatic differences across cultures that show the following:

    2-13

    Variations in Cultural Values


    Self-Oriented Values Active/Passive Sensual gratification/Abstinence Material/Nonmaterial Hard work/Leisure

    Postponed gratification/Immediate gratification


    Religious/Secular

    2-14

    Applications in Consumer Behavior


    Sensual Gratification/Abstinence Ad for Calvin Klein underwear: OK in U.S. and France. Not appropriate in cultures that place a high value on abstinence.

    2-15

    Cultural Variations in Nonverbal Communications

    2-16

    Cultural Variations in Nonverbal Communications Time


    The meaning of time varies between cultures in two major ways:
    Time perspective

    Time Interpretations

    2-17

    Cultural Variations in Nonverbal Communications Space


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

    2-18

    Cultural Variations in Nonverbal Communications Symbols


    Colors, animals, shapes, numbers, and music have varying meanings across cultures. Failure to recognize the meaning assigned to a symbol can cause serious problems!

    2-19

    Cultural Variations in Nonverbal Communications

    2-20

    Cultural Variations in Nonverbal Communications Relationships


    How 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.

    2-21

    Cultural Variations in Nonverbal Communications Agreements


    How 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.

    2-22

    Cultural Variations in Nonverbal Communications Things


    The 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.

    2-23

    Cultural Variations in Nonverbal Communications Etiquette


    The 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.

    2-24

    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. youth and brands no longer lead the way.
    2-25

    Global Demographics
    Demographics describe a population in terms of its size, structure, and distribution.
    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. Disposable income is one aspect of demographics--the rapid growth in personal income in parts of China has led to an overall market explosion!
    2-26

    Cross-Cultural Marketing Strategy


    Considerations in Approaching a Foreign Market
    1. Homogeneous versus Heterogeneous with Respect to Culture?
    2. What Needs Can the Product Fill in this Culture? 3. Can Enough People Afford the Product? 4. What Values are Relevant to the Purchase and Use of the Product? 5. What are the Distribution, Political and Legal Structures for the Product? 6. In What Ways Can We Communicate About the Product? 7. What are the Ethical Implications of Marketing This Product in This Country?
    2-27

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