Cross-Cultural Variations in Cross-Cultural Variations in Consumer BehaviorConsumer Behavior

Different CulturesDifferent Cultures

Why are we studying this?Why are we studying this?

““Americanization” of culturesAmericanization” of cultures

CultureCulture

Culture featuresCulture features ComprehensiveComprehensive AcquiredAcquired ComplexComplex

Cultural ComponentsCultural Components NormsNorms Cultural valuesCultural values SanctionsSanctions

Variations in CultureVariations in Culture

Other-Oriented ValuesOther-Oriented Values Environmental-Oriented ValuesEnvironmental-Oriented Values Self-Oriented ValuesSelf-Oriented Values

Other-Oriented ValuesOther-Oriented Values

Individual/CollectiveIndividual/Collective Youth/AgeYouth/Age Extended/Limited FamilyExtended/Limited Family Masculine/FeminineMasculine/Feminine Competitive/CooperativeCompetitive/Cooperative Diversity/UniformityDiversity/Uniformity

Environmental-Oriented ValuesEnvironmental-Oriented Values

CleanlinessCleanliness Performance/StatusPerformance/Status Tradition/ChangeTradition/Change Risk-taking/SecurityRisk-taking/Security Problem Solving/FatalisticProblem Solving/Fatalistic NatureNature

Self-Oriented ValuesSelf-Oriented Values

Active/PassiveActive/Passive Sensual Gratification/AbstinenceSensual Gratification/Abstinence Material/NonmaterialMaterial/Nonmaterial

InstrumentalInstrumental TerminalTerminal

Hard Work/LeisureHard Work/Leisure Postponed/Immediate GratificationPostponed/Immediate Gratification Religious/SecularReligious/Secular

Cultural Variations in Cultural Variations in CommunicationCommunication

Verbal Communication SystemsVerbal Communication Systems Nonverbal Communication SystemsNonverbal Communication Systems

TimeTime MonochronicMonochronic PolychronicPolychronic

SpaceSpace SymbolsSymbols FriendshipFriendship AgreementAgreement ThingsThings EtiquetteEtiquette

Global CulturesGlobal Cultures

What caused them?What caused them?

Global DemographicsGlobal Demographics DemographicsDemographics Purchasing power parityPurchasing power parity

Cross-Cultural Marketing StrategyCross-Cultural Marketing Strategy

ConsiderationsConsiderations

Cultural homogeneity across the countryCultural homogeneity across the country Needs of target marketNeeds of target market Affordability of products to target marketAffordability of products to target market Values of culture in terms of purchase and Values of culture in terms of purchase and

usageusage Distribution, legal, and political structuresDistribution, legal, and political structures Communication of productCommunication of product Ethical implicationsEthical implications