CROSS CULTURAL EFFECT ON

CONSUMER BEHAVIOUR

Presented By:
Anshul Sharma
Manoj Kumar
Sakshi Gaur
Varun Singhal

CROSS CULTURAL CONSUMER ANALYSIS

A consumers level of exposure towards foreign goods or
lifestyles may influence his buying decisions and
preferences. Consumers tend to have an attitude when it
comes to a particular product being made in a particular
country. This attitude might be positive, negative, and
neutral.

Cross-cultural consumer analysis

It is defined as the effort to determine to what

extent the consumers of two or more nations are
similar or different.

 A major objective of cross-cultural consumer analysis is to

determine how consumers in two or more societies are similar
and how they are different.
The greater the similarity between nations, the more feasible it is
to use relatively similar strategies in each nation. If they differ in
many aspects, then a highly individualized marketing strategy is
indicated.
The success of marketing and servicing in foreign countries is
likely to be influenced by beliefs, values, and customs.

The Worlds most Valuable Brands

COCA-COLA
MICROSOFT
IBM
INTEL
DISNEY
McDonald's
TOYOTA

IMPORTANCE OF CROSS CULTURE

To be multinational.. now marketing of a product is not
limited to home country, it goes to other countries for
their future growth.

Acquiring exposure from other countries, consumers

obtain a taste of different cultures from contact with
foreign movies, theatre, art and artefacts, through travel,
living and working in foreign countries or even by
immigration.

CONTD.
Country of origin effects many consumers associate
France with wine, fashion clothing and perfume,
whereas Italy with pasta, furniture, shoes & sports.
Japan with camera and China with consumer
electronics.

Examples:
NAFTA (North American Free Trade Agreement)
consisting of USA, Canada & Mexico provides free market
access to these countries people.

ASEAN (Association of South-East Asian Nations)

consisting of Indonesia, Singapore, Thailand, The
Philippines, Malaysia, Brunei and Vietnam also provides
free market access to these nations.

ISSUES
Similarities and
differences among people

The greater the similarity between

nations, the more feasible to use relatively
similar marketing strategies.

The growing global

middle class

Marketers often speak to the same

types of consumers globally. Growing
in Asia, South America and Eastern
Europe, Marketers should focus on these
markets

The global teenage market There has been growth in an affluent

global teenage and young adult market..
They appear to have similar interests,
desires and consumption behavior no
matter where they live.
Acculturation

Marketers must learn everything that is

relevant about the usage of their product
and product categories in foreign
countries.

WORLD BRANDS
Products that are manufactured, packaged and
positioned the same way regardless of the
country in which they are sold.

Are Global Brands Different?

According to a survey YES
Global Brands have
Quality Signal
Global Myth
Social responsibility

ADAPTIVE GLOBAL MARKET

Adaptation of advertising message to specific values of
particular cultures.
McDonalds uses localization- Example Ronald McDonald is Donald McDonald in
Japan.
- Japanese menu includes corn soup and green tea
milkshakes.

PROMOTIONAL APPEAL
Promotional Appeals must reflect the local cultures values
and priorities.
For example- A study revealed significant differences
between UK and Greek humorous advertising.
UK

GREECE

Riskier, more aggressive and

affective ads are used.

Neutral humorous ads whose appeal

was not perceived as very offensive.

Lower % of print ads using

humor.

Relatively high %.