Marketing 334
Consumer Behavior
Chapter 2
Cross-Cultural Variations
From: Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best
Marketing Across Cultural Boundaries is
a Difficult and Challenging Task
The Concept of Culture
Culture is the complex
whole that includes
knowledge, belief, art, law,
morals, customs, and any
other capabilities and
habits acquired by humans
as members of society.
The Concept of Culture
Although pizza is eaten most everywhere,
what is on the pizza can be quite different!
Pepperoni
Squid
BBQ
Chicken
Tuna & Corn
Black
Bean
Sauce
Eggs
The Concept of Culture
Cultural values give rise to
norms and associated sanctions,
which in turn influence
consumption patterns.
Cultures are not static. They
typically evolve and change
slowly over time.
Variations in Cultural Values
The numerous values that differ across
cultures and affect consumption include:
 Other-Oriented Values
 Environment-Oriented Values
 Self-Oriented Values
2-6
Variations in Cultural Values
Other-Oriented Values
 Individual/Collective
 Youth/Age
 Extended/Limited Family
 Masculine/Feminine
 Competitive/Cooperative
 Diversity/Uniformity
2-7
Variations in Cultural Values
Environment-Oriented Values
 Cleanliness
 Performance/Status
 Tradition/Change
 Risk taking/Security
 Problem solving/Fatalistic
 Nature
2-8
Variations in Cultural Values
Self-Oriented Values
 Active/Passive
 Sensual gratification/Abstinence
 Material/Nonmaterial
 Hard work/Leisure
 Postponed gratification/Immediate gratification
 Religious/Secular
Applications in Consumer Behavior
Sensual Gratification/Abstinence
Ad for Calvin Klein
underwear:
OK in U.S. and France.
Not appropriate in
cultures that place a high
value on abstinence.
Cultural Variations in Nonverbal
Communications
Cultural Variations in Nonverbal
Communications
Time
The meaning of time varies between
cultures in two major ways:
•
Time perspective
•
Time Interpretations
Cultural Variations in Nonverbal
Communications
Space
•
Overall use and meanings assigned to
space vary widely among different
cultures
Cultural Variations in Nonverbal
Communications
Symbols
Colors, animals, shapes, numbers, and
music have varying meanings across
cultures.
Failure to recognize the meaning
assigned to a symbol can cause serious
problems!
Cultural Variations in Nonverbal
Communications
Cultural Variations in Nonverbal
Communications
Relationships
How quickly and easily do cultures form
relationships and make friends?
•Americans tend to form relationships
and friends quickly and easily.
•Chinese relationships are much more
complex and characterized by guanxi.
Cultural Variations in Nonverbal
Communications
Agreements
How does a culture ensure
business obligations are
honored? How are
disagreements resolved?
Some cultures rely on a legal
system; others rely on
relationships, friendships, etc.
Cultural Variations in Nonverbal
Communications
Things
The cultural meaning of things
leads to purchase patterns that
one would not otherwise predict.
The differing meanings that
cultures attach to things, including
products, make gift-giving a
particularly difficult task.
Cultural Variations in Nonverbal
Communications
Etiquette
The generally accepted ways of behaving in
social situations.
Behaviors considered rude or obnoxious in one
culture may be quite acceptable in another!
Normal voice tone, pitch, and speed of speech
differ between cultures and languages, as do
the use of gestures.
Global Cultures
A Global Teenage Culture?
•Mass media and the Internet have had an
impact of uniformity among teens around the
world.
•They tend to watch many of the same shows,
see the same movies and videos, listen to the
same music, and they tend to dress alike.
Global Demographics
Demographics describe a population in terms of its size, structure, and
distribution.
•Demographics are both a result and a
cause of cultural values.
•Disposable income is one aspect of
demographics.
Cross-Cultural Marketing Strategy
Considerations in Approaching a Foreign Market
1.
Homogeneous versus Heterogeneous with Respect to Culture?
2. What Needs Can the Product Fill in this Culture?
3. Can Enough People Afford the Product?
4. What Values are Relevant to the Purchase and Use of the
Product?
5. What are the Distribution, Political and Legal Structures for
the Product?
6. In What Ways Can We Communicate About the Product?
7. What are the Ethical Implications of Marketing This Product
in This Country?