14-1 chapter 14 consumer behavior, eighth edition consumer behavior, eighth edition schiffman &...
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14-1
Chapter 14
Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Cross-Cultural Consumer Behavior: An International
Perspective
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The Imperative To Be Multinational
• Global Trade Agreements– EU– NAFTA
• Acquiring Exposure to Other Cultures
• Country-of-origin Effects
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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
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Cross-Cross-Cultural Cultural
Consumer Consumer AnalysisAnalysis
Research to determine the extent to which consumers of two or more nations are
similar in relation to
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Issues in Cross-Cultural Consumer Analysis
• Similarities and Differences Among People• Time Effects• The Growing Global Middle Class• Acculturation
– Research Techniques
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Table 14.2 Some ComparisonsChinese Cultural Traits• Centered on
Confucian doctrine• Submissive to
authority
American Cultural Traits• Individual centered• Emphasis on self-
reliance• Primary faith in
rationalism
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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.
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Table 14.3 The Pace of Life
Switzerland 31
WALKING 60 FEET
OVERALL PACE
12
PUBLIC CLOCK
POSTAL SERVICE
Ireland 12 113
Germany 53 81
Japan 74 64
Italy 105 212
England 46 139
Sweden 137 75
Austria 238 38
Netherlands 29 2514
Hong Kong 1410 146
SPEED IS RELATIVE(rank of 31 countries for overall pace of life and for three measures)
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AcculturationAcculturation
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Table 14.4 Basic Research Issues in Cross-Cultural Analysis
FACTORS
Differences in language and meaning
Differences in consumption patterns
Differences in the perceived benefits of products and services
EXAMPLES
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.
Two countries may differ substantially in the level of consumption or use of products or services.
Two nations may use or consume the same product in very different ways.
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Table 14.4 continuedFACTORS
Differences in the criteria for evaluating products and services
Differences in economic and social conditions and family structure
Differences in marketing research possibilities
EXAMPLES
The benefits sought from a service may differ from country to country.
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.
The availability of professional consumer researchers may vary considerably from country to country.
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The Feasibility of Consumer Telephone Research in Asia
COUNTRY FEASIBILITYAustralia yes
China, Mainland no, but within five years in big citiesHong 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
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Alternative Multinational Strategies: Global Versus Local
• Favoring a “World Brand”• Adaptive Global Marketing• Framework for Assessing Multinational
Strategies– Global– Local– Mixed
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Figure 14.3 Leading Wrist-
Watch Manufacturer Uses Global Advertising
Strategy
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Products that are manufactured, packaged, and
positioned the same way regardless of the country in which they
are sold.
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Table 14.6 A Framework for Alternative Global Marketing Strategies
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
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Advertising to the World’s Consumers
RANKRANK COUNTRYCOUNTRYPER-CAPITA MEDIA PER-CAPITA MEDIA
SPENDING*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
REACHING PEOPLE(media spending per capita for top-ranking and bottom ranking countries, 1996)
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Table 14.8 Six Global Consumer Segments
Strivers 23%
Altruists18%
Devouts22%
Fun Seekers12%
Creatives10%
Intimates15%
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Marketing Mistakes: A Failure to Understand Differences
• Product Problems• Promotional Problems• Pricing and Distribution Problems
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Consider Color
• Meanings of Blue– Holland - warmth– Iran - death– Sweden - coldness– India - purity
• Meanings of Yellow– U.S. - warmth– France - fidelity
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