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CHAPTER TWO
Cross-Cultural Variations
in Consumer BehaviorMcGraw-Hill/Irwin Copyright 2004 by The
McGraw-Hill Companies, Inc. All rights reserved.
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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.
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CHAPTER 2
Cultural Factors
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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.
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CHAPTER 2
Values, Norms, and Sanctions
Widely Held
Beliefs that
Affirm What isDesirable
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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
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CHAPTER 2
Other-oriented Values
Individual/Collective
Extended/Limited Family
Adult/Child
Masculine/Feminine
Competitive/Cooperative Youth/Age
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CHAPTER 2
Environment-oriented Values
Cleanliness
Performance/Status
Tradition/Change
Risk taking/Security
Problem-solving/Fatalistic
Nature
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CHAPTER 2
Self-oriented Values
Active/Passive
Material/Nonmaterial: Instrumental/Terminal
Hard work/Leisure
Postponed gratification/Immediategratification
Sensual gratification/Abstinence
Humor/Serious
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CHAPTER 2
Language Issues
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CHAPTER 2
Factors Influencing Nonverbal Communication
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CHAPTER 2
Nonverbal Factors
Time
Time perspective Monochronic/Polychronic
Meanings in the Use of Time
Space
Office Space
Personal Space
Symbols
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CHAPTER 2
The Meaning of Numbers, Colors, & Symbols
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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)
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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
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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?
