Intercultural Market Communication, 5th semester, BA-SIV
Chapter 4 (Jean-Claude Usunier: Marketing Across Cultures)
Cross-cultural consumer behaviour, pp 22-39 in the compendium: A Reader (IMCAR)
Chapter 4 (MAC): Cross-cultural consumer behaviour
1. Different theoretical perspectives on marketing (the global perspective,
represented by Philip Kotler; the ethnic consumption perspective
represented by Hirschmann, who challenges the global perspective; the
imported perspective focuses on local markets to show differences in
consumer behaviour, which require adaptation). Usunier asks the very
important question whether consumer behaviour theories are really
cross-cultural – whether they are capable of explaining consumer
behaviour in all cultures? His point is that consumers across cultures
have a lot in common, but that there is also great variation. And another
important point he makes is never to forget to ask the question: ‘How
do cultures solve a similar problem differently’.
2. Maslow’s hierarchy of needs
Maslow’s hierarchy of needs is one of the theories of motivation. (Schein
has classified these theories – see handout)
Focuses on needs that must be satisfied.
Maslow’s idea is briefly as follows:
People are motivated to act by a desire to satisfy the basic requirements of
continued biological existence. Higher needs in the hierarchy do not
motivate before lower level needs have been satisfied. And once a need
has been satisfied it no longer motivates. (Used especially about employee
motivation).
Discuss your attitude to Maslow’s hierarchy of needs and its applicability in
different cultures. (What does e.g. the example of the Indian tradition of
potlatch show in terms of consumer motivation?) It is socially motivated.
Intercultural Market Communication, 5th semester, BA-SIV
Chapter 4 (Jean-Claude Usunier: Marketing Across Cultures)
Cross-cultural consumer behaviour, pp 22-39 in the compendium: A Reader (IMCAR)
3. The problem of individualism versus collectivism
Should the group (e.g. the family) be seen as an organic unity or as a
group of individuals who interact? Asian cultures are said to be based on
collectivism. The idea of the extended family. Here individuals are
involved in patterns of obligation, which means that women and teenagers
rarely have discretion of their own income. (African cultures –and the
power of the purse).
4. Institutions, social conventions, habits, and customs.
In what ways do institutions such as the state, the Church and trade
unions influence the marketing environment? (Is Sunday trading allowed?
How strict are Shop Acts? Strict opening hours open up to mail order
possibilities. An example of Social conventions influencing culture are
eating habits. How do food cultures differ? (discuss)
5. The influence of culture on selected aspects of consumer behaviour
Look at table 4.2.
Consumer profiles
5.1. The independent self (people seen as separate and distinct. The
inner self regulates activity and personal preferences reflect a
person’s tastes, values and convictions) (Typically Westerners)
5.2. The interdependent self (people seen as not separable, but
connected to each other by many links; purchasing behaviour
Intercultural Market Communication, 5th semester, BA-SIV
Chapter 4 (Jean-Claude Usunier: Marketing Across Cultures)
Cross-cultural consumer behaviour, pp 22-39 in the compendium: A Reader (IMCAR)
considers some broader needs and not so much individualistic
needs)(Typically Asians).
5.3. Loyalty (brand loyalty, product loyalty, etc.) Product recognition
means something here, e.g. The GAP Inc. (Cultural variation
between Asia and Europe/the US. This has an impact on the
marketing approach)
5.4. Perceived risk (physical risk, financial risk, social risk, etc.)
Can you explain the problem of low mortality rate, death is feared
and avoided)
5.5. Cognitive styles ( the claim here is that people from different cultures
have different cognitive styles – different thought patterns)
5.6. Legal marketing environment
Legal regulations are influenced by the way in which consumers are
considered to be self-reliant or dependent – the degree to which they
should be protected. (Examples are gambling legislation, children
and advertising and women and advertising).
6. Robust concepts in cross-cultural consumer behaviour
6.1. Word-of-mouth communication (but perhaps stronger in collectivist
and ingroup-oriented societies)
6.2. The example of consumer dissatisfaction
What can studies of consumer dissatisfaction be used for? (To
assess cross-cultural differences in consumer attitudes).
7. Radical questioning based on different motivations
(motivations to own, to spend, o save, to buy, to consume, to show
wealth, to share, to give).
8. Ethnic consumption (an unstable and complex reality)
Intercultural Market Communication, 5th semester, BA-SIV
Chapter 4 (Jean-Claude Usunier: Marketing Across Cultures)
Cross-cultural consumer behaviour, pp 22-39 in the compendium: A Reader (IMCAR)
Ethnicity involves: 1) a collective proper name, 2) a myth of common
ancestry, 3) shared historical memories, 4) one or more differentiating
elements of common culture (e.g. language), 5) an association with a
specific homeland and 6) a sense of solidarity. Assimilation is important
here because members of an ethnic group sometimes take on a
number of characteristics from the culture into which they have moved.
The quest for identity!