Chapter 16
Culture and CrossCultural Variations in
Consumer Behaviour
• Concept of culture
• How culture is shared and acquired
• Cultural values
– classified into 3 categories
• Culture includes non-verbal communications
• Risks and opportunities of cross-cultural or ethnic marketing
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–1
Cultural Influences—Overview
Definitions
Cultural values
Cross-cultural variations
Non-verbal communications
Cross-cultural marketing strategy
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–2
Definition of Culture
• Complex concept that includes knowledge, beliefs,
art, law, morals, custom, and any other capabilities
acquired by humans as members of society.
• Culture includes almost everything that influences
an individual’s thought processes and behaviours.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–3
Variables Influencing Cross-Cultural Marketing
Strategies
16–4
Culture
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Is a comprehensive concept
Influences our preferences
Is acquired from our experiences and learning
Supplies the boundaries for behaviour in modern
societies
• Consumers are seldom aware of cultural influences
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–5
Cultural Values, Norms, Sanctions and
Consumption Patterns
16–6
Classification of Cultural Values
• Three broad classifications are used:
– Other-oriented
– Environment-oriented
– Self-oriented
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–7
Other-Oriented Values
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Individual vs collective (initiative, conformity)
Romantic orientation (love)
Adult vs child (child’s place)
Masculine vs feminine (male role)
Competition vs cooperation (excel or not?)
Youth vs age (wisdom of elders)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–8
Other-Oriented Values (cont.)
16–9
Environment-Oriented Values
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Cleanliness (extent of)
Performance vs status (performance or class)
Tradition vs change (new behaviours?)
Risk-taking vs security (risk encouraged?)
Problem-solving vs fatalism (problem-solving or
acceptance encouraged?)
• Nature (admired or overcome?)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–10
Environment-Oriented Values (cont.)
16–11
Self-Oriented Values
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Active vs passive (physical activity)
Material vs non-material approach (acquisition?)
Hard work vs leisure (admire hard work?)
Postponed vs immediate gratification (save/enjoy
now)
• Sensual gratification vs abstinence (food, drink)
• Humour vs seriousness (is life serious?)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–12
Self-Oriented Values (cont.)
16–13
The Australasian Culture
• Australasian values
– Self-oriented values
– Environment-oriented values
– Self-oriented values
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–14
Cross-Cultural Variations:
Factors Influencing
Non-Verbal Communications
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Time
Space
Friendship
Agreements
Things
Symbols
Etiquette
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–15
Time Perspective
Monochronic
• One thing at a time
• Concentrate on one 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
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–16
Non-Verbal Communications (cont.)
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Space
Friendship
Agreements
Things
Symbols
Etiquette
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–17
Etiquette
• Eye contact with business clients
• Touching a customer on the arm or shoulder
• Contact between males
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–18
Translation Problems in Marketing
16–19
Developing a Cross-Cultural
Marketing Strategy (7 Questions)
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Is it a homogenous culture?
What needs will the product fill?
Can enough afford the product?
What values are relevant to this product?
What are the distribution, political and legal
structures?
• How can the firm communicate about the product?
• What are the ethical implications?
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–20
Legal Restrictions on Advertising
• France: Ads for book publishers, foreign tourism,
supermarket chains, margarine and contraceptives
are banned. Children cannot be used in ads.
• Germany: Ads may not inspire fear, encourage
superstition, or promote discrimination. Athletes
may not be shown drinking. Direct appeals to
children are not allowed. Comparative advertising
is severely restricted.
• Britain: Ads for undertakers, the Bible, matrimonial
agencies, fortune-tellers, private detectives,
contraceptives and pregnancy tests are banned.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–21
Next Lecture…
Chapter 17:
Business-to-Business Buying Behaviour
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
16–22