Cross-Cultural Variations in
Consumer Behavior
Different Cultures
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Why are we studying this?
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“Americanization” of cultures
Culture
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Culture features
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Comprehensive
Acquired
Complex
Cultural Components
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Norms
Cultural values
Sanctions
Variations in Culture
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Other-Oriented Values
Environmental-Oriented Values
Self-Oriented Values
Other-Oriented Values
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Individual/Collective
Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity
Environmental-Oriented Values
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Cleanliness
Performance/Status
Tradition/Change
Risk-taking/Security
Problem Solving/Fatalistic
Nature
Self-Oriented Values
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Active/Passive
Sensual Gratification/Abstinence
Material/Nonmaterial
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Instrumental
Terminal
Hard Work/Leisure
Postponed/Immediate Gratification
Religious/Secular
Cultural Variations in
Communication
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Verbal Communication Systems
Nonverbal Communication Systems
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Time
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Monochronic
Polychronic
Space
Symbols
Friendship
Agreement
Things
Etiquette
Global Cultures
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What caused them?
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Global Demographics
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Demographics
Purchasing power parity
Cross-Cultural Marketing Strategy
Considerations
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Cultural homogeneity across the country
Needs of target market
Affordability of products to target market
Values of culture in terms of purchase and
usage
Distribution, legal, and political structures
Communication of product
Ethical implications