Chapter 16 introduces you to culture and cross - Cultural variations in consumer behaviour. In this lecture we will discuss the concept of culture, how culture is acquired, the 3 categories of cultural values, and the importance of non-verbal communications in cross-cultural and ethnic marketing.
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Cross-Cultural Variations in
Consumer Behaviour
• Concept of culture
• How culture is shared and acquired
• Cultural values
– classified into 3 categories
• Culture includes non-verbal communications
• Risks and opportunities of cross-cultural or ethnic marketing
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Definition of Culture
• Complex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities acquired by humans as members of society
• Culture includes almost everything that influences
an individual’s thought processes and behaviours
Trang 4Variables Influencing Cross-Cultural Marketing Strategies
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Culture
• Is a comprehensive concept
• Influences our preferences
• Is acquired from our experiences and learning
• Supplies the boundaries for behaviour in modern societies
• Consumers are seldom aware of cultural influences
Trang 6Cultural Values, Norms, Sanctions and
Consumption Patterns
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Classification of Cultural Values
• Three broad classifications are used:
– Other-oriented
– Environment-oriented
– Self-oriented
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Other-Oriented Values
• Individual vs collective (initiative, conformity)
• Romantic orientation (love)
• Adult vs child (child’s place)
• Masculine vs feminine (male role)
• Competition vs cooperation (excel or not?)
• Youth vs age (wisdom of elders)
Trang 9Other-Oriented Values (cont.)
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Environment-Oriented Values
• Cleanliness (extent of)
• Performance vs status (performance or class)
• Tradition vs change (new behaviours?)
• Risk-taking vs security (risk encouraged?)
• Problem-solving vs fatalism (problem-solving or
acceptance encouraged?)
• Nature (admired or overcome?)
Trang 11Environment-Oriented Values (cont.)
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Self-Oriented Values
• Active vs passive (physical activity)
• Material vs non-material approach (acquisition?)
• Hard work vs leisure (admire hard work?)
• Postponed vs immediate gratification (save/enjoy now)
• Sensual gratification vs abstinence (food, drink)
• Humour vs seriousness (is life serious?)
Trang 13Self-Oriented Values (cont.)
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The Australasian Culture
• Australasian values
– Self-oriented values
– Environment-oriented values
– Self-oriented values
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Time Perspective
Monochronic
• One thing at a time
• Concentrate on one job
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Non-Verbal Communications (cont.)
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Etiquette
• Eye contact with business clients
• Touching a customer on the arm or shoulder
• Contact between males
Trang 19Translation Problems in Marketing
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Developing a Cross-Cultural
Marketing Strategy (7 Questions)
• Is it a homogenous culture?
• What needs will the product fill?
• Can enough afford the product?
• What values are relevant to this product?
• What are the distribution, political and legal
structures?
• How can the firm communicate about the product?
• What are the ethical implications?
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Legal Restrictions on Advertising
• France: Ads for book publishers, foreign tourism, supermarket chains, margarine and contraceptives are banned Children cannot be used in ads
• Germany: Ads may not inspire fear, encourage
superstition, or promote discrimination Athletes
may not be shown drinking Direct appeals to
children are not allowed Comparative advertising
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Next Lecture…
Chapter 17:
Business-to-Business Buying Behaviour