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Marketing 334

Consumer BehaviorChapter 2

Cross-Cultural Variations

From: Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best

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Marketing Across Cultural Boundaries isa Difficult and Challenging Task

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The Concept of Culture

Culture is the complexwhole that includesknowledge, belief, art, law,morals, customs, and any

other capabilities andhabits acquired by humansas members of society.

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Although pizza is eaten most everywhere,what is on the pizza can be quite different!

Pepperoni

Squid

Tuna & Corn

Black

Bean

Sauce

BBQ

ChickenEggs

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Cultural values give rise tonorms and associated sanctions,which in turn influenceconsumption patterns.Cultures are not static. Theytypically evolve and changeslowly over time.

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2-6

Other-Oriented Values

Environment-Oriented ValuesSelf-Oriented Values

Variations in Cultural Values

The numerous values that differ acrosscultures and affect consumption include:

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Other-Oriented Values

Individual/Collective

Youth/Age

Extended/Limited Family

Masculine/Feminine

Competitive/Cooperative

Diversity/Uniformity

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2-8


Environment-Oriented Values

Cleanliness

Performance/Status

Tradition/Change

Risk taking/Security

Problem solving/Fatalistic

Nature

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Self-Oriented Values

Active/Passive

Sensual gratification/Abstinence

Material/Nonmaterial

Hard work/Leisure

Postponed gratification/Immediate gratification

Religious/Secular

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Applications in Consumer Behavior

Ad for Calvin Kleinunderwear:OK in U.S. and France.

Not appropriate incultures that place a highvalue on abstinence.

Sensual Gratification/Abstinence

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Cultural Variations in NonverbalCommunications

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Time

Time perspective

Time Interpretations

The meaning of time varies betweencultures in two major ways:

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Overall use and meanings assigned tospace vary widely among differentcultures

Space

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SymbolsColors, animals, shapes, numbers, andmusic have varying meanings acrosscultures.Failure to recognize the meaningassigned to a symbol can cause seriousproblems!

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RelationshipsHow quickly and easily do cultures formrelationships and make friends?

Americans tend to form relationshipsand friends quickly and easily.Chinese relationships are much morecomplex and characterized by guanxi.

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Agreements

How does a culture ensure

business obligations arehonored? How aredisagreements resolved?Some cultures rely on a legalsystem; others rely onrelationships, friendships, etc.

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ThingsThe cultural meaning of thingsleads to purchase patterns that

one would not otherwise predict.The differing meanings thatcultures attach to things, includingproducts, make gift-giving a

particularly difficult task.

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EtiquetteThe generally accepted ways of behaving insocial situations.

Behaviors considered rude or obnoxious in oneculture may be quite acceptable in another!Normal voice tone, pitch, and speed of speechdiffer between cultures and languages, as dothe use of gestures.

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Global Cultures

A Global Teenage Culture?

Mass media and the Internet have had an

impact of uniformity among teens around theworld.They tend to watch many of the same shows,see the same movies and videos, listen to thesame music, and they tend to dress alike.

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Global Demographics

Demographics describe a population in terms of its size, structure, anddistribution.

Demographics are both a result and acause of cultural values.

Disposable income is one aspect ofdemographics.

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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 forthe Product?

6. In What Ways Can We Communicate About the Product?

7. What are the Ethical Implications of Marketing This Productin This Country?

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