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Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–1
Chapter 16 Culture and 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
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–2
Cultural Influences—Overview
DefinitionsCultural valuesCross-cultural variationsNon-verbal communicationsCross-cultural marketing strategy
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–3
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.
16–4
Variables Influencing Cross-Cultural Marketing Strategies
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–5
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
16–6
Cultural Values, Norms, Sanctions and Consumption Patterns
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–7
Classification of Cultural Values
• Three broad classifications are used:
– Other-oriented
– Environment-oriented
– Self-oriented
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–8
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)
16–9
Other-Oriented Values (cont.)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–10
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?)
16–11
Environment-Oriented Values (cont.)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–12
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?)
16–13
Self-Oriented Values (cont.)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–14
The Australasian Culture
• Australasian values– Self-oriented values– Environment-oriented values– Self-oriented values
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–15
Cross-Cultural Variations: Factors Influencing Non-Verbal Communications• Time• Space• Friendship• Agreements• Things• Symbols• Etiquette
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–16
Time Perspective
Monochronic• One thing at a time• Concentrate on one job• Deadlines matter• Commitment to task• Adhesion to plans• Promptness is valued• Short-term relationships
Polychronic• Many things at once• Highly distractible• Deadlines are secondary• Commitment to people• Changing plans is easy• Promptness depends• Long-term preferred
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–17
Non-Verbal Communications (cont.)
• Space• Friendship• Agreements• Things• Symbols• Etiquette
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–18
Etiquette
• Eye contact with business clients • Touching a customer on the arm or shoulder• Contact between males
16–19
Translation Problems in Marketing
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–20
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?
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–21
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 is severely restricted.
• Britain: Ads for undertakers, the Bible, matrimonial agencies, fortune-tellers, private detectives, contraceptives and pregnancy tests are banned.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–22
Next Lecture…
Chapter 17:
Business-to-Business Buying Behaviour
