Cross-cultural variations in consumer behavior learning objectives. Culture is complex whole that includes knowledge, belief, art, law, morals, customs. Video Clip demonstrates how Oreo adapts globally to "be the number one cookie in the world"
Cross-cultural variations in consumer behavior learning objectives. Culture is complex whole that includes knowledge, belief, art, law, morals, customs. Video Clip demonstrates how Oreo adapts globally to "be the number one cookie in the world"
Cross-cultural variations in consumer behavior learning objectives. Culture is complex whole that includes knowledge, belief, art, law, morals, customs. Video Clip demonstrates how Oreo adapts globally to "be the number one cookie in the world"
Cross-Cultural Variations In Consumer Behavior Learning Objectives L01 Define the concept of culture Describe core values that vary across culture and influence behaviors Understand cross-cultural variations in nonverbal communications Summarize key aspects of the global youth culture Understand the role of global demographics List the key dimensions in deciding to enter a foreign market L02 L06 L05 L04 L03 Culture - Defined What is a Culture? 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 Tuna & Corn Pineapple BBQ Chicken Eggs The Concept of Culture The following Video Clip demonstrates how Oreo adapts globally to be the number one cookie in the world
http://www.youtube.com/watch?v=U48nmKPJclA
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
Other-Oriented Values Environment-Oriented Values Self-Oriented Values Other-Oriented Values Reflect a societys view of the appropriate relationships between individuals and groups within that society
Individual/Collective Youth/Age Extended/Limited Family Masculine/Feminine Competitive/Cooperative Diversity/Uniformity
Environment-Oriented Value Prescribe a societys relationship to its economic and technical as well as its physical environment Cleanliness Performance/Status Tradition/Change Risk taking/Security Problem solving/Fatalistic Nature
Self-Oriented Value Reflect the objectives and approaches to life that the individual members of society find desirable. Active/Passive Sensual gratification/Abstinence Material/Nonmaterial Hard work/Leisure Postponed gratification/Immediate gratification Religious/Secular
Cultural-Variations in Nonverbal Communications Time The meaning of time varies between cultures in two major ways: Time perspectivethe cultures overall orientation toward time (monochronic vs. polychronic)
Interpretations assigned to specific uses of time
Space Overall use and meanings assigned to space vary widely among different cultures how office space is allocated Personal space
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! Examples: White: symbol for death in the Far East, purity in the U.S. Blue: connotation of masculinity in Sweden and the U.S., femininity in Holland Owl: Wisdom in the U.S., bad luck in India Deer: Speed and grace in the U.S., homosexuality in Brazil Relationships How quickly and easily do cultures form relationships and make friends? Americans tend to form relationships and friends quickly and easily.
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. For example, what type of gift is appropriate and when does receipt of a gift require a gift in return?
Etiquette The generally accepted ways of behaving in social situations. Behaviors considered rude or obnoxious in one culture may be quite acceptable in another! Example. Normal voice tone and speed of speech differ between cultures and languages, as do the use of gestures. Example. Meishi is an important aspect of Japanese business etiquettea man without a Meishi has no identity in Japan. What is Meishi? It is the exchange of business cards
Global Demographics Demographics describe a population in terms of its size, structure, and distribution. Size: number of individuals in the society Structure: describes society in terms of age, education, income, and occupation Distribution: refers to physical location of individuals in terms of geographic region, rural, suburban, and urban locations Cross-Cultural Marketing Strategy Pages 65-68 (Self-Reading) 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?