Consumer Influence and Cross-Cultural Communication!

Prepared by :Aishwarya Sharma

Ashwini PawarDeepak Singh

Hard DaveNiket Anand

Samannay Ambaly

Consumer Buying Behavior !

It refers to the buying behavior of consumers/ individuals and households who buy goods

and services for personal consumption…

External Internal

CultureCulture is the "lens" through which you view the world.

It is central to what you see,How you make sense of what you see,

How you express yourself.

Continued…… Values and perspectives shared by people

who are "conditioned by similar education and life experience“

• Regional : country, area, community

• Religious : sects, variations, etc.. .

• Corporate : industry, company, department

• Other groups : schools, clubs, etc

.

Reference Groups

Primary groupsPrimary groups

Secondary groupsSecondary groups

Aspirational groupsAspirational groups

.

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Personal Factors

Age

Values

Life cyclestage

Occupation

Personality

Self-concept

Wealth

Lifestyle

Lifestyle !!

Lifestyle

• Lifestyle is a person’s pattern of living as expressed in his or her psychographics

• Marketer measures consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment

Cross Culture Communication

Intercultural Communication is the process of sending and receiving messages

between people whose cultural background could lead them to interpret verbal and non-verbal signs differently.

Why is Cross Culture Communication important ?

• Globalization: Cross border movement of people, goods and data brings more and more cultures into contact with one another and increases the potential of cross culture communication

◦Business Opportunities◦Job Opportunities◦Improves the contribution of employees in a

diverse workforce◦Sharing of views and ideas◦Talent improvisation◦An understanding of diverse market

DIFFERENCES TO CONSIDER IN CROSS CULTURAL COMMUNICATION

Frequency of eye Contact Assertiveness Use of Hands While Talking Physical Distance Between Communicators Speed of Speech Use of First Names vs. Titles Volume of Speech Use of Facial Expressions

• In some cultures, looking people in the eye is assumed to indicate honesty and straightforwardness; in others it is seen as challenging and rude.

In USA, the cheapest, most effective way to connect with people is to look them into the eye.

Most people in Arab culture share a great deal of eye contact and may regard too little as disrespectful.

In English culture, a certain amount of eye contact is required, but too much makes many people uncomfortable.

In South Asian and many other cultures direct eye contact is generally regarded as aggressive and rude.

How can the same Gestures be treated differently in different cultures

Blocks to Cultural Communication

1. Ethnocentrism : Inability to accept another culture's world view; "my way is the best."

2. Discrimination : Differential treatment of an

individual due to minority status; actual and perceived; e.g., "we just aren't equipped to .Serve people like that." 3. Stereotyping : Generalizing about a person while

ignoring presence of individual difference; e.g., "she's like that because she's Asian – all Asians

are nonverbal."

• Cultural Blindness: Differences are ignored and one proceeds as though differences did not exist; e.g., "there's no need to worry about a person's culture

• Cultural Imposition: Belief that everyone should conform to the majority; e.g., "we know what's best for you, if you don't like it you can go elsewhere."

• Tone Difference : Formal tone change becomes embarrassing and off-putting in some cultures.

Skills To Overcome Differences

Respecting Differences and Working Together

Building Trust Across Cultural Boundaries

Understanding Body Language

Connecting with people