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Cross-cultural V ariations in C onsumer B ehaviour

Cross-cultural V ariations in C onsumer B ehaviour. The concept of culture The way in which culture is shared and acquired Cultural values can be classified into three categories Culture includes non-verbal communications

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Cross-cultural V ariations in C onsumer B ehaviour

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  1. Cross-cultural Variations in Consumer Behaviour • The concept of culture • The way in which culture is shared and acquired • Cultural values can be classified into three categories • Culture includes non-verbal communications • The risks and opportunities of cross-cultural or ethnic marketing Chapter 16 1

  2. Cultural Influences— Overview • Definitions • Cultural values • Cross-cultural variations • Non-verbal communications • Cross-cultural marketing strategy 2

  3. Nature of Group Influence Cultures Large Social class/ subcultures Size of group Reference groups Household Small General and indirect Specific and direct Type of group influence on the individual 3

  4. Norms and Cultural Values • Norms: set boundaries for behaviour • Values: shared beliefs and aspirations • Different classifications exist: • Instrumental values/terminal values • Other oriented • Environment oriented • Self-oriented 4

  5. Other-oriented Values • Individual vs collective • Romantic orientation • Adult vs child • Masculine vs Feminine • Competition vs cooperation • Youth vs age 5

  6. Environment-oriented Values • Cleanliness • Performance vs status • Tradition vs change • Risk taking vs security • Problem-solving vs fatalism • Nature 6

  7. Self-oriented Values • Active vs passive • Material vs non-material approach • Hard work vs leisure • Postponed vs immediate gratification • Sensual gratification vs abstinence • Humour vs seriousness 7

  8. The Australian Culture: Past, Present and Future 8

  9. Cross-cultural Variations in Consumer Behaviour Non-verbal communications Language Consumer behaviour Marketing strategy Demographics Values 9

  10. Factors InfluencingNon-verbal Communications • Time • Space • Friendship • Agreements • Things • Symbols • Etiquette 10

  11. Monochronic One thing at a time Concentrate on 1 job Deadlines matter Commitment to task Adhesion to plans Promptness is valued Short term relationships Polychronic Many things at once Highly distractible Deadlines are secondary Commitment to people Changing plans is easy Promptness depends Long term preferred Time Perspective 11

  12. Changing Societies Changes in marketing strategy Changes in society Changes in market needs • Demographics • Values • Gender roles • Subcultures • Products • Media • Packages • Outlets • Services • Images Understanding these changes isa key input in developing a successful strategy 12

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