Consumer Influence and CrossCultural Communication!
Prepared by :
Aishwarya Sharma
Ashwini Pawar
Deepak Singh
Hard Dave
Ni...
Consumer Buying Behavior !
It refers to the buying behavior of consumers/
individuals and households who buy goods
and services for personal consumpt...
External

Internal
Culture
Culture is the "lens" through which you view the world.
It is central to what you see,
How you make sense of what ...
Continued……
Values and perspectives shared by people who are
"conditioned by similar education and life
experience“
• Regi...
.

Primary groups

Secondary groups

Aspirational groups
.
.

Age
Selfconcept

Life cycle
stage

Lifestyle

Occupation

Values

Wealth

Personality
Lifestyle !!
• Lifestyle is a person’s pattern of living as
expressed in his or her psychographics
• Marketer
measures
consumer’s
AIOs
...
Cross Culture Communication
Intercultural Communication is the process
of sending and receiving messages between
people wh...
Why is Cross Culture
Communication important ?
• Globalization: Cross border movement of

people, goods and data brings mo...
Frequency of eye Contact
Assertiveness
Use of Hands While Talking
Physical Distance Between Communicators
Speed of Speech
...
• In some cultures, looking people in the eye is
assumed to indicate honesty and
straightforwardness; in others it is seen...
 In USA, the cheapest, most effective way to connect with people

is to look them into the eye.
 Most people in Arab cul...
How can the same Gestures be treated
differently in different cultures
Blocks to Cultural Communication
1. Ethnocentrism : Inability to accept another culture's
world view; "my way is the best....
• Cultural Blindness: Differences are ignored and
one proceeds as though differences did not exist;
e.g., "there's no need...
Skills To Overcome Differences
Respecting Differences and Working Together
Building Trust Across Cultural Boundaries
Un...
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
Consumer Influence and Cross Culture Communication
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Consumer Influence and Cross Culture Communication

  1. 1. Consumer Influence and CrossCultural Communication! Prepared by : Aishwarya Sharma Ashwini Pawar Deepak Singh Hard Dave Niket Anand Samannay Ambaly
  2. 2. Consumer Buying Behavior !
  3. 3. It refers to the buying behavior of consumers/ individuals and households who buy goods and services for personal consumption…
  4. 4. External Internal
  5. 5. Culture Culture is the "lens" through which you view the world. It is central to what you see, How you make sense of what you see, How you express yourself.
  6. 6. Continued…… Values and perspectives shared by people who are "conditioned by similar education and life experience“ • Regional : country, area, community • Religious : sects, variations, etc.. . • Corporate : industry, company, department • Other groups : schools, clubs, etc
  7. 7. . Primary groups Secondary groups Aspirational groups
  8. 8. . . Age Selfconcept Life cycle stage Lifestyle Occupation Values Wealth Personality
  9. 9. Lifestyle !!
  10. 10. • Lifestyle is a person’s pattern of living as expressed in his or her psychographics • Marketer measures consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment
  11. 11. Cross Culture Communication Intercultural Communication is the process of sending and receiving messages between people whose cultural background could lead them to interpret verbal and nonverbal signs differently.
  12. 12. Why is Cross Culture Communication important ? • Globalization: Cross border movement of people, goods and data brings more and more cultures into contact with one another and increases the potential of cross culture communication ◦ Business Opportunities ◦ Job Opportunities ◦ Improves the contribution of employees in a diverse workforce ◦ Sharing of views and ideas ◦ Talent improvisation ◦ An understanding of diverse market
  13. 13. Frequency of eye Contact Assertiveness Use of Hands While Talking Physical Distance Between Communicators Speed of Speech Use of First Names vs. Titles Volume of Speech Use of Facial Expressions
  14. 14. • In some cultures, looking people in the eye is assumed to indicate honesty and straightforwardness; in others it is seen as challenging and rude.
  15. 15.  In USA, the cheapest, most effective way to connect with people is to look them into the eye.  Most people in Arab culture share a great deal of eye contact and may regard too little as disrespectful.  In English culture, a certain amount of eye contact is required, but too much makes many people uncomfortable.  In South Asian and many other cultures direct eye contact is generally regarded as aggressive and rude.
  16. 16. How can the same Gestures be treated differently in different cultures
  17. 17. Blocks to Cultural Communication 1. Ethnocentrism : Inability to accept another culture's world view; "my way is the best." 2. Discrimination : Differential treatment of an individual due to minority status; actual and perceived; e.g., "we just aren't equipped to .Serve people like that." 3. Stereotyping : Generalizing about a person while ignoring presence of individual difference; e.g., "she's like that because she's Asian – all Asians are nonverbal."
  18. 18. • Cultural Blindness: Differences are ignored and one proceeds as though differences did not exist; e.g., "there's no need to worry about a person's culture • Cultural Imposition: Belief that everyone should conform to the majority; e.g., "we know what's best for you, if you don't like it you can go elsewhere." • Tone Difference : Formal tone change becomes embarrassing and off-putting in some cultures.
  19. 19. Skills To Overcome Differences Respecting Differences and Working Together Building Trust Across Cultural Boundaries Understanding Body Language Connecting with people

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