Intercultural Experiences on Purchasing and Consumer ... · Intercultural Experiences on Purchasing and Consumer Habits in Different Countries. 2 Lecturer INC Training & Consulting,

Ich hab' was vom Löwen.

www.inctrainconsult.eu

Intercultural Experiences on

Purchasing and Consumer Habits in

Different Countries

www.inctrainconsult.eu 2

Lecturer

INC Training & Consulting, s.r.o.Intercultural - Networks - Change

IČO 44 361 602 DIČ 2022685775

DI Elisabeth Alder-WuerrerManaging Director

Trenčianska 53/B Bratislava 821 09 Slovakia

Phone: +421 948 600 119Mobile: + 43 664 39 069 22e mail: [email protected]: http://www.inctrainconsult.eu


Why should managers be interested in cultural differences?

• Right products for the different markets

• Right marketing and advertisement

• Successful relations with employees, bosses, partners and customers


Content

• Culture • Examples • Global Symbols • Examples • Hofstede’s Dimensions of Culture


Culture is everything manmade - there are 3 levels

• What do you see or hear?Actions, looks, clothes, space, relations, jokes, stories, tools, rituals, structures of communication, language, rewards, punishments,…..

• How do people explain things? values that people express, when the are asked to explain their culture.

• What is the undisputed basic of thinking? “social natural laws” basic concepts of living, which are not doubted by the people. Very often people are not aware of the fact, that there are alternative ways to think, evaluate and act. You learn about their existence, if you compare your culture to other cultures.


“social natural laws”

• Reality and truth How do you proof, that something is true? • Dogma • Specialist• Process – debate, …• Testing• Science

• Time • Space • Human nature • Relations

• How to interact with you superior• What can be expected?• Relationship group/single person


Way to Explore all Three Levels of Culture

• What you can see or hear? What? How? Look and listen carefully without categorizing - just gather as much information as possible. Like a scientist who learns about a natural phenomena. (It is fun to do it for your own culture too.)

• How do people explain things? Why? Ask politely for the why – explaining what you see – listen and ask further till you think you understand.

• What is the undisputed basic of thinking? “social natural laws” are the hardest to find. That can only be done in comparison to another culture. The best way is a dialogue with people of the other culture. Be aware – you will learn at least as much about your own culture’s “social natural laws”. i.e. what is fair, in which aspects men and women are equal, what is success, what is polite, what is punctual, ……


Cultures are not only National Cultures

• Country• Language • Roots• Profession• Religion • Region • Gender • Family/Tribe • Class• Organization/Company • ……….


What forms a culture?

• Culture includes all the successful ways to cope with problems and challenges from the past – and it changes mostly slowly adapting to new challenges.

Culture

History

of th

e

Countr

y

Economic

SituationNew

Cha

lleng

es

Hist

ory

of th

e G

roup

/Fam

ilyNew Experiences


Where to keep the butter – and where to keep the bread in UK?


Why do Italians have so many mobile phones?


Where would you discuss business outside the office?

• Hotel meeting room• Airport• Lunch• Dinner• Coffee House • Night Club• In your house or flat • …….• …..


Why is advertisement for insurance so dull in Switzerland?


The older the product category the stronger the difference

• Food • Beauty • Transportation • Mail • Newspaper reading /Radio


Why do Austrians not buy “Plätzchen” even if the “Plätzchen” are tasty?


What colors or patterns are worn by whom?


Global symbols

• Symbols are situated at the top of the “culture pyramid”which is “what you can see or hear”

• The same symbols like elegant cars, the latest mobile or the Prada costume are used in many different countries. Therefore they arecalled global symbols.

• BUT that does not tell you that the lower parts of the “culture pyramid”are the same. People use these global symbols as instruments to express their own values.


Shopping in the Middle East

Who will spend more money in a trendy shop for underwear in Abu Dhabi?

Bargaining


Car, washing machine, TV, mobile – what are you buying after that ?

• In Germany?

• In Italy?

• In Slovak Republic?


Some more examples

• Using public transport in Prague and Vienna – the differences for me • Public Transport – US – Slovak Republic – Austria• Mail – Abu Dhabi – US – Slovak Republic • Hairdresser and cosmetics – England • Suits of Iraqi delegates• Sour cream and bones • Kotany spices vs. Curry • Dining out • ……………………………….


There is nobody like „the American“ or „the Slovakian“ … wide ranges in the countries

• Each attribute/characteristic is differently distributed among people in different countries.

• When studies mention the country they mean the average – but you will meet individuals.


Which dimensions can help to describe cultures?

• Hofstedes dimensions

• Power Distance Index• Individualism • Masculinity• Uncertainty Avoidance Index • Long-Term Orientation


Power Distance Index (PDI)

• that is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.

PDI

Slovak Republic 104Russia 93Czech Republic 57Hungary 46US 40Germany 35Austria 11


Individualism (IDV)

• IDV on the one side versus its opposite, collectivism, that is the degree to which individuals are inte-grated into groups.

IDV

US 91Hungary 80Germany 67Czech Republic 58Austria 55Slovak Republic 52Russia 39


Masculinity (MAS)

• The assertive pole has been called 'masculine' and the modest, caring pole 'feminine'.

MASSlovak Republic 110Hungary 88Austria 79Germany 66US 62Czech Republic 57Russia 36


Uncertainty Avoidance Index (UAI)

• It indicates to what extent a culture programs its members to feel either uncomfortable or comfortable in unstructured situations. Unstructured situations are novel, unknown, surprising, different from usual.

• Uncertainty avoiding cultures try to minimize the possibility of such situations by strict laws and rules.

UAI

Russia 95Hungary 82Czech Republic 74Austria 70Germany 65Slovak Republic 51US 46


Long-Term Orientation (LTO)

• LTO versus short-term orientation: this dimension was found in a study using a questionnaire designed by Chinese scholars.

• Values associated with Long Term Orientation are thrift (saving) and perseverance (persistency)

LTO

China 118Hungary 50Slovak Republic 38Austria 31Germany 31US 29Czech Republic 13


It is the average you are interested in advertisment and selling strategy

• 50% of the differences in consumption between countries can be explained by

• GDP • Hofstedes culture dimensions

there stay 50% to observe, question, reflect and analyze.

Sources: Geert Hofstede & Gert Jan Hofstede, Cultures and Organizations – software of the mind Marieke de Mooij, Consumer Behaviour and Culture – Consequences for Global Marketing

and Advertising


Thank You !

Documents

Intercultural Experiences on Purchasing and Consumer ... · Intercultural Experiences on Purchasing and Consumer Habits in Different Countries. 2 Lecturer INC Training & Consulting,