1 / 20

Chapter 14

Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK. Chapter 14. Cross-Cultural Consumer Behavior: An International Perspective. The Imperative To Be Multinational. Global Trade Agreements EU NAFTA Acquiring Exposure to Other Cultures Country-of-origin Effects.

lois
Download Presentation

Chapter 14

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. Consumer Behavior,Eighth EditionSCHIFFMAN & KANUK Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective

  2. The Imperative To Be Multinational • Global Trade Agreements • EU • NAFTA • Acquiring Exposure to Other Cultures • Country-of-origin Effects

  3. Country of Origin Effects: Negative and Positive • Many Chinese consumers consider Sony high-end and high-quality, but may refuse to buy due to animosity toward Japan • High-animosity consumers own fewer Japanese products than low-animosity consumers

  4. Cross-Cultural Consumer Analysis Research to determine the extent to which consumers of two or more nations are similar in relation to

  5. Issues in Cross-Cultural Consumer Analysis • Similarities and Differences Among People • Time Effects • The Growing Global Middle Class • Acculturation • Research Techniques

  6. Chinese Cultural Traits Centered on Confucian doctrine Submissive to authority American Cultural Traits Individual centered Emphasis on self-reliance Primary faith in rationalism Table 14.2 Some Comparisons

  7. The Effect of Guo Qing • Due to the one-child policy in China, families emphasize high quality purchases for their “ • Children in China are given more than $3 billion collectively to spend as they wish and influence about 68% of parental spending.

  8. OVERALL PACE WALKING 60 FEET POSTAL SERVICE PUBLIC CLOCK Switzerland 1 3 2 1 Ireland 2 1 3 11 Germany 3 5 1 8 Japan 4 7 4 6 Italy 5 10 12 2 England 6 4 9 13 Sweden 7 13 5 7 Austria 8 23 8 3 Netherlands 9 2 14 25 Hong Kong 10 14 6 14 Table 14.3 The Pace of Life SPEED IS RELATIVE (rank of 31 countries for overall pace of life and for three measures)

  9. Acculturation

  10. FACTORS EXAMPLES Differences in language and meaning Words or concepts may not mean the same in two different countries. The income, social class, age, and sex of target customers may differ dramatically in two different countries. Differences in consumption patterns Two countries may differ substantially in the level of consumption or use of products or services. Differences in the perceived benefits of products and services Two nations may use or consume the same product in very different ways. Table 14.4 Basic Research Issues in Cross-Cultural Analysis

  11. FACTORS EXAMPLES Differences in the criteria for evaluating products and services The benefits sought from a service may differ from country to country. Differences in economic and social conditions and family structure The “style” of family decision making may vary significantly from country to country. The types and quality of retail outlets and direct-mail lists may vary greatly among countries. Differences in marketing research possibilities The availability of professional consumer researchers may vary considerably from country to country. Table 14.4 continued

  12. The Feasibility of Consumer Telephone Research in Asia COUNTRY FEASIBILITY Australia yes China, Mainland no, but within five years in big cities Hong Kong yes, best method by far India yes, for big cities and in English Indonesia yes, in Java, Bali and Sumatra Japan yes South Korea yes

  13. Alternative Multinational Strategies: Global Versus Local • Favoring a “World Brand” • Adaptive Global Marketing • Framework for Assessing Multinational Strategies • Global • Local • Mixed

  14. Figure 14.3 Leading Wrist-Watch Manufacturer Uses Global Advertising Strategy

  15. Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold.

  16. PRODUCT STRATEGY COMMUNICATON STRATEGY STANDARDIZED COMMUNICATIONS LOCALIZED COMMUNICATIONS STANDARDIZED PRODUCT Global strategy: Uniform Product/ Uniform Message Mixed Strategy: Uniform Product/ Customized Message LOCALIZED PRODUCT Mixed strategy: Customized Product/ Uniform Message Local Strategy: Customized Product/ Customized Message Table 14.6 A Framework for Alternative Global Marketing Strategies

  17. Advertising to the World’s Consumers REACHING PEOPLE (media spending per capita for top-ranking and bottom ranking countries, 1996) RANK COUNTRY PER-CAPITA MEDIA SPENDING* 1 Japan $2,137 2 United States 1,861 3 France 1,845 4 Germany 1,593 5 Netherlands 1,517 6 Denmark 1,504 7 Belgium 1,357 8 United Kingdom 1,286

  18. Strivers 23% Devouts 22% Altruists 18% Intimates 15% Fun Seekers 12% Creatives 10% Table 14.8 Six Global Consumer Segments

  19. Marketing Mistakes: A Failure to Understand Differences • Product Problems • Promotional Problems • Pricing and Distribution Problems

  20. Meanings of Blue Holland - warmth Iran - death Sweden - coldness India - purity Meanings of Yellow U.S. - warmth France - fidelity Consider Color

More Related