1 / 19

Understanding Cross-Cultural Consumer Behavior

Explore the formation, measurement, and impact of cross-culture on consumer behavior and marketing strategies. Learn the research issues, objectives, and strategies for successful international market penetration. Gain insights into the importance of cross-cultural analysis for global marketing success.

bobbic
Download Presentation

Understanding Cross-Cultural Consumer Behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter Cross-Culture 12 Modular: AfjalHossain Assistant Professor Department of Marketing Patuakhali Science and Technology University Schiffman G. Leon & Kanuk Lazar Leslie Consumer Behavior, 8th ed. Ch. 14, p. (471-492)

  2. Learning Objectives: • How cross-culture satisfies international market? • How cross-culture is formed? • How cross-culture is measured in consumer behavior/ selling? Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02

  3. Definition: • Cross-Culture & Analysis The culture of two/ more nations. Cross-culture consumer analysis is the effort to determine to what extent the consumers of two/ more nations are similar or different. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03

  4. Basic Research Issues in Cross-Cultural Analysis: • Difference in language & meaning • Difference in market segmentation opportunities • Difference in consumption patterns • Difference in the perceived benefits of products and services • Difference in economic and social conditions and family structures • Difference in marketing research and conditions • Difference in marketing research possibilities Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 04

  5. Objectives: • Similarities and differences among people The greater the similarity between nations, the more feasible it is to use relatively similar marketing strategies in each nation. On the contrary, if the cultural beliefs, values & customs of specific target countries are found to differ widely, then a highly individualized marketing strategy is indicated for each country. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 05

  6. Objectives: • Time Effects In USA, 80% of work time spent on task & 20% is used to social activities. In India/ Nepal, 50% of each. In Japan, social time is having tea with peers in the middle of the day. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 06

  7. Objectives: • The growing global middle class Income equivalent to $5,000/yearly is considered a middle class people. • Acculturation is needed Acculturation is the dual process: 1st marketer must thoroughly orient themselves to the values, beliefs & customs of the new society to approximately position and market their products. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 07

  8. Objectives: • Acculturation is needed 2nd To gain acceptance for a culturally new product in a foreign society, they must develop a strategy that encourages members of that society to modify or even break with their own traditions. But in Saudi Arabia, It is illegal to stop people on the streets because most gatherings of 4/ more people are outlawed. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 08

  9. Objectives: • Applying research techniques Language and/ word usages often differ from nation to nation. Another issue is the scales of measurement. In USA, 5/ 7 point scale is adequate but some other countries 10/ 20 point scale are used. Research facilities i.e. telephone interviewing are not available in some countries. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 09

  10. Importance of Cross-Culture: • To be multinational Now marketing of a product is not limited to home country, it goes to other countries for their future growth. • Acquiring exposure to other countries Consumers obtain a ‘taste’ of different cultures from contact with foreign movies, theater, art and artifacts, through travel, living and working in foreign countries or even by immigration. • Country of origin effects Many consumers associate France with wine, fashon clothing and perfume, whereas Italy with pasta, furniture, shoes & sports. Japan with camera and China with consumer electronics. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 10

  11. Importance of Cross-Culture: • Examples: NAFTA (North American Free Trade Agreement) consisting of USA, Canada & Mexico provides free market access to these countries people. ASEAN (Association of South-East Asian Nations) consisting of Indonesia, Singapore, Thailand, The Philippines, Malaysia, Brunei and Vietnam also provides free market access to these nations. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 11

  12. Alternative Multinational Strategies: • Global vs Local segment whether by ‘shared needs and values’ or by ‘national borders’ • Favoring a world brand world brand products are manufactured, packaged & positioned in exactly the same way for each country they are sold. Ex: Pantene & Olay oil are the 2 major world brand of Procter & Gamble. • Adaptive Global Marketing Ronald McDonald has been renamed Donald McDonald in Japan because The Japanese language does not contain the letter ‘R’. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 12

  13. Framework for assessing multinational strategies: Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 13

  14. Framework for assessing multinational strategies: When looking for success in a foreign market, it has been suggested that a company shuld remember 3 P’s: • Product • Place • People Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 14

  15. Degree of fit between marketing strategies and 3 P’s: Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 15

  16. Cross-Cultural Psychographic Segmentation: There are 6 psychographic segmentation variables are: Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 16

  17. Marketing Mistakes: • Product Problems Different country has different choices. Ex: Japan consumers preferred clearer, les sweet iced tea. The same color often has different meanings in different cultures. Ex: Blue – Holland (warmth); Iran (death); India (purity) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 17

  18. Marketing Mistakes: • Promotional problems Promotional message must be consistent with the language and customs of the particular target society. The word ‘clock’ in Chinese sounds like the word ‘death’ Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 18

  19. Marketing Mistakes: • Pricing & Distribution problems Japan products will be value less if there are not sufficient middle men because to reach the products to the consumer they use a lot of middle men. But USA just opposing Japan. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 19

More Related