Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 02

PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit

CHAPTER 02

Cultural Variations in

Cross-Consumer

Behavior

PART II: EXTERNAL INFLUENCES

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

Changing Global Demographics

power is held by Japanese consumers in the 50+ age category?

 25%

 45%

 65%

 80%

Source: “In Asia, Markets Pay Heed to a Growing Older Population,” Advertising Age, October 17, 2011, p 10

Consumer Behavior In The News…

2-4

Changing Global Demographics

consumers in the 50+ age category?

Consumer Behavior In The News…

Marketing Across Cultural Boundaries is a

Difficult and Challenging Task

The following Video Clip demonstrates

how Oreo adapts globally to “be the

number one cookie in the world.”

Video Application

2-8

One-way influence from U.S to other countries to…

Globalization changing from

Four major world citizens

Globalization

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

2-10

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

The Concept of Culture

Other-Oriented Values

The numerous values that differ across

cultures and affect consumption include:

2-12

Variations in Cultural Values

Ad for Calvin Klein

Cultural Variations in Nonverbal

Communications

Cultural Variations in Nonverbal

Communications

• Overall use and meanings

assigned to space vary widely among different cultures

Space

Cultural Variations in Nonverbal

Communications

Colors, animals, shapes, numbers, and music have varying meanings across cultures

Failure to recognize the meaning assigned to a symbol can cause serious problems!

2-20

Cultural Variations in Nonverbal

Communications

Cultural Variations in Nonverbal

Communications

• Chinese relationships are much more

complex and characterized by guanxi.

2-22

Cultural Variations in Nonverbal

Communications

How does a culture ensure business obligations are honored? How are

disagreements resolved?

Some cultures rely on a legal system; others rely on

relationships, friendships, etc.

Cultural Variations in Nonverbal

Communications

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.

2-24

Cultural Variations in Nonverbal

Communications

Cultural Variations in Nonverbal

Communications

A Global Youth Culture?

• Mass media and the Internet have

had an impact of uniformity among

teens around the world

• They tend to watch many of the

same shows, movies and videos,

listen to the same music, and dress

alike

• Technology is important factor but

U.S youth and brands no longer

lead the way

2-26

Global Cultures

Demographics describe a population in terms of its size,

structure, and distribution

• Demographics are both a result and a cause of cultural values.

• For example, densely populated societies, such as China, are likely to have more of a collective orientation than an individualistic one.

• Disposable income is one aspect of demographics the rapid growth in personal income in parts of China has

Global Demographics

Marketers increasingly use Purchasing Power Parity (PPP)

rather than average or median income to evaluate markets

PPP is based on the cost of a standard market basket of

products bought in each country.

The following shows four countries in terms of PPP:

Country Per Capita

Income % of Total income (to top 10%) Per Capita PPP

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?

Cross-Cultural Marketing Strategy