Cross-cultural Variations
in Consumer Behaviour
Chapter 16
 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
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
1
Cultural Influences—
Overview
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Definitions
Cultural values
Cross-cultural variations
Non-verbal communications
Cross-cultural marketing strategy
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
2
Nature of Group Influence
Cultures
Size of group
Large
Social class/
subcultures
Reference
groups
Household
Small
General
and indirect
Specific
and direct
Type of group influence on the individual
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
3
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
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
4
Other-oriented Values
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Individual vs collective
Romantic orientation
Adult vs child
Masculine vs Feminine
Competition vs cooperation
Youth vs age
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
5
Environment-oriented
Values
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Cleanliness
Performance vs status
Tradition vs change
Risk taking vs security
Problem-solving vs fatalism
Nature
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
6
Self-oriented Values
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Active vs passive
Material vs non-material approach
Hard work vs leisure
Postponed vs immediate gratification
Sensual gratification vs abstinence
Humour vs seriousness
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
7
The Australian Culture:
Past, Present and Future
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
8
Cross-cultural Variations
in Consumer Behaviour
Non-verbal
communication
s
Language
Consumer
behaviour
Demographi
cs
Marketing
strategy
Values
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
9
Factors Influencing
Non-verbal Communications
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Time
Space
Friendship
Agreements
Things
Symbols
Etiquette
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
10
Time Perspective
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Monochronic
One thing at a time
Concentrate on 1 job
Deadlines matter
Commitment to task
Adhesion to plans
Promptness is valued
Short term
relationships
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Polychronic
Many things at once
Highly distractible
Deadlines are
secondary
Commitment to people
Changing plans is easy
Promptness depends
Long term preferred
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
11
Changing Societies
Changes in
society
Changes in
market needs
Changes in
marketing
strategy
•Products
Understanding
•Demographics
•Media
these changes
•Values
•Packages
is a key input in
•Gender roles
•Outlets
developing a
•Subcultures
•Services
successful
•Images
strategy
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
12