8/7/2019 Ch 2 cross cultural

1/16

CHAPTER TWO

Cross-Cultural Variations

in Consumer BehaviorMcGraw-Hill/Irwin Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

8/7/2019 Ch 2 cross cultural

2/16

2

CHAPTER 2

Learning Objectives

1. Understand what culture is, and why andhow it is influential in terms of consumer

behavior.

2. Know what is meant by cross-cultural

variations in consumer behavior and why westudy cultures other than our own.

3. Understand what cultural values are and howthey act to influence behavior.

4. Understand what is meant by cross-culturalvariations in nonverbal communications and

why this understanding is important to

marketers.

8/7/2019 Ch 2 cross cultural

3/16

3

CHAPTER 2

Cultural Factors

8/7/2019 Ch 2 cross cultural

4/16

4

CHAPTER 2

The Concept of Culture

What is Culture?

Culture is that complex whole which includes

knowledge, belief, art, law, morals, customs, and

any other capabilities and habits acquired by

humans as members of society

Culture is comprehensive.

is acquired.

supplies boundaries within which most

individuals think and act.

influences us in such a way that we areseldom

aware of it.

is not static.

8/7/2019 Ch 2 cross cultural

5/16

5

CHAPTER 2

Values, Norms, and Sanctions

Widely Held

Beliefs that

Affirm What isDesirable

8/7/2019 Ch 2 cross cultural

6/16

6

CHAPTER

2

Variations in Cultural Values

Environment-

oriented

values

Other-

oriented

values

Self-oriented

values

Consumption

Purchase

Communications

Societys view

of relationships

between people

Societys view

of relationships

with environment

Objectives/approaches

to life society

finds desirable

8/7/2019 Ch 2 cross cultural

7/16

7

CHAPTER 2

Other-oriented Values

Individual/Collective

Extended/Limited Family

Adult/Child

Masculine/Feminine

Competitive/Cooperative Youth/Age

8/7/2019 Ch 2 cross cultural

8/16

8

CHAPTER 2

Environment-oriented Values

Cleanliness

Performance/Status

Tradition/Change

Risk taking/Security

Problem-solving/Fatalistic

Nature

8/7/2019 Ch 2 cross cultural

9/16

9

CHAPTER 2

Self-oriented Values

Active/Passive

Material/Nonmaterial: Instrumental/Terminal

Hard work/Leisure

Postponed gratification/Immediategratification

Sensual gratification/Abstinence

Humor/Serious

8/7/2019 Ch 2 cross cultural

10/16

10

CHAPTER 2

Language Issues

8/7/2019 Ch 2 cross cultural

11/16

11

CHAPTER 2

Factors Influencing Nonverbal Communication

8/7/2019 Ch 2 cross cultural

12/16

12

CHAPTER 2

Nonverbal Factors

Time

Time perspective Monochronic/Polychronic

Meanings in the Use of Time

Space

Office Space

Personal Space

Symbols

8/7/2019 Ch 2 cross cultural

13/16

13

CHAPTER 2

The Meaning of Numbers, Colors, & Symbols

8/7/2019 Ch 2 cross cultural

14/16

14

CHAPTER 2

Nonverbal Factors (continued)

Friendship The concept of guanxi from the Chinese:

Literally translated as personal

connections/relationships on which an

individual can draw to secure resources or

advantages when doing business as well as in

the course of social life.

Agreements contract law vs. relationship Things (e.g., gifts)

Etiquette (e.g., meishi)

8/7/2019 Ch 2 cross cultural

15/16

15

CHAPTER 2

Global Issues

Global Teenage Culture?

Global Demographics size, structure, distribution

Purchasing Power Parity (PPP) based on the cost

in US dollars of a standard market basket ofproducts in each country

Standardization vs. Customized Marketing Mix

Different Cultures areDifferent!

Knowing and Addressing is the Trick

8/7/2019 Ch 2 cross cultural

16/16

16

CHAPTER 2

Approaching a Foreign Market

Geographic area Homogeneous orHeterogeneous with respect to culture?

Are needs the same?

Size of market? Can enough people

wanting the product afford it? What values are relevant to the purchase

and use?

Distribution, Politics, and Legal structures?

How do we communicate?

Are there any ethical implications?