Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
Chapter 14
Cross-Cultural Consumer
Behavior: An International
Perspective
14-1
The Imperative To Be
Multinational
• Global Trade Agreements
– EU
– NAFTA
• Acquiring Exposure to Other
Cultures
• Country-of-origin Effects
14-2
The World’s Most Valuable
Brands
•
•
•
•
•
14-3
1 Coca-Cola
2 Microsoft
3 IBM
4 GE
5 Nokia
•
•
•
•
•
6 Intel
7 Disney
8 Ford
9 McDonald’s
10 AT&T
Figure 14.1
The
Importance of
Country of
Origin Effects
14-4
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
14-5
Issues in Cross-Cultural
Consumer Analysis
•
•
•
•
Similarities and Differences Among People
Time Effects
The Growing Global Middle Class
Acculturation
– Research Techniques
14-6
Table 14.2 Some Comparisons
Chinese Cultural Traits
• Centered on
Confucian doctrine
• Submissive to
authority
• Ancestor worship
• Values a person’s
duty to family and
state
14-7
American Cultural Traits
• Individual centered
• Emphasis on selfreliance
• Primary faith in
rationalism
• Values individual
personality
The Effect of Guo Qing
• Due to the one-child policy in China,
families emphasize high quality purchases
for their “little emperor.”
• Children in China are given more than $3
billion collectively to spend as they wish
and influence about 68% of parental
spending.
14-8
Table 14.3 The Pace of Life
SPEED IS RELATIVE
(rank of 31 countries for overall pace of life and for three measures)
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
14-9
Acculturation
14-10
The learning of a
new “foreign”
culture.
Table 14.4 Basic Research Issues in
Cross-Cultural Analysis
FACTORS
EXAMPLES
Differences in language and meaning
Words or concepts may not mean the
same in two different countries.
Differences in market segmentation
opportunities
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.
14-11
Table 14.4 continued
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.
Differences in marketing research and
conditions
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.
14-12
Alternative Multinational Strategies:
Global Versus Local
• Favoring a “World Brand”
• Adaptive Global Marketing
• Framework for Assessing Multinational
Strategies
– Global
– Local
– Mixed
14-13
Figure 14.3
Leading WristWatch
Manufacturer
Uses Global
Advertising
Strategy
14-14
14-15
World
Brands
14-16
Products that are
manufactured,
packaged, and
positioned the same
way regardless of the
country in which they
are sold.
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
14-17
Table 14.8 Six Global Consumer
Segments
14-18
Strivers
23%
Devouts
22%
Altruists
18%
Intimates
15%
Fun Seekers
12%
Creatives
10%
Marketing Mistakes: A Failure to
Understand Differences
• Product Problems
• Promotional Problems
• Pricing and Distribution Problems
14-19
Mistake Samples
• Snapple: Japanese consumers preferred
clear, less sweet iced tea
• Oreos: Japanese consumers only wanted to
eat the base - no cream.
• Ikea: American windows are taller than
European windows.
14-20
Consider Color
• Meanings of Blue
– Holland - warmth
– Iran - death
– Sweden - coldness
– India - purity
14-21
• Meanings of Yellow
– U.S. - warmth
– France - fidelity