SlideShare a Scribd company logo
Chapter 14 Cross-Cultural Consumer Behavior:  An International Perspective
Chapter Outline ,[object Object],[object Object],[object Object],[object Object]
The Imperative to Be Multinational ,[object Object],[object Object],[object Object],[object Object],[object Object]
Table 14.1 The World’s Most Valuable Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Most of these brands offer different Web sites for each country. weblink
Discussion Questions ,[object Object],[object Object]
Country of Origin Effects:  Negative and Positive ,[object Object],[object Object],[object Object],[object Object],[object Object]
Swiss Watches
More Swiss Watches
Can’t Beat the Engineering The “American” Twist
This U.S. Government Web site helps those who want to buy USA products. weblink
National Identity  Figure 14.2
Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different.
Cross-Cultural Consumer Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues
Discussion Questions ,[object Object],[object Object]
Table 14.2  Comparisons of Chinese and American Cultural Traits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cross-Cultural Consumer Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues
Cross-Cultural Consumer Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Issues
The iPod has global appeal to the young market. weblink
Cross-Cultural Consumer Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],Issues
Table 14.6 Basic Research Issues in Cross-Cultural Analysis FACTORS Differences in language and meaning Differences in market segmentation opportunities Differences in consumption patterns Differences in the perceived benefits of products and services EXAMPLES Words or concepts may not mean the same in two different countries. The income, social class, age, and sex of target customers may differ dramatically in two different countries. Two countries may differ substantially in the level of consumption or use of products or services. Two nations may use or consume the same product in very different ways.
Table 14.6 continued FACTORS Differences in the criteria for evaluating products and services Differences in economic and social conditions and family structure Differences in marketing research and conditions Differences in marketing research possibilities EXAMPLES The benefits sought from a service may differ from country to country. The “style” of  family decision making may vary significantly from country to country. The types and quality of retail outlets and direct-mail lists may vary greatly among countries. The availability of professional consumer researchers may vary considerably from country to country.
World  Brands Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold.
Are Global Brands Different? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Multinational Reactions to Brand Extensions ,[object Object],[object Object],[object Object],[object Object]
Adaptive Global Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object]
Alternative Multinational Strategies: Global Versus Local ,[object Object],[object Object],[object Object],[object Object]
Table 14.8 A Framework for Alternative Global Marketing Strategies PRODUCT STRATEGY COMMUNICATON  STRATEGY STANDARDIZED COMMUNICATIONS LOCALIZED COMMUNICATIONS STANDARDIZED PRODUCT Global strategy: Uniform Product/ Uniform Message Mixed Strategy: Uniform Product/ Customized Message LOCALIZED PRODUCT Mixed strategy: Customized Product/ Uniform Message Local Strategy: Customized Product/ Customized Message
Cross-Cultural Psychographic Segmentation ,[object Object]
Table 14.10 Six Global Consumer Segments Strivers  23% Altruists 18% Devouts 22% Fun Seekers 12% Creatives 10% Intimates 15%

More Related Content

What's hot

Consumer Attitude Formation and change
Consumer Attitude Formation and changeConsumer Attitude Formation and change
Consumer Attitude Formation and change
Nishant Agrawal
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
MD SALMAN ANJUM
 
Chapter 6 Consumer Perception
Chapter 6 Consumer PerceptionChapter 6 Consumer Perception
Chapter 6 Consumer Perception
Avinash Kumar
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Process
unnati shah
 
Consumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycleConsumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycle
rainbowlink
 
Nature, Scope, Importance and Application of consumer behavior
Nature, Scope, Importance and  Application of consumer behaviorNature, Scope, Importance and  Application of consumer behavior
Nature, Scope, Importance and Application of consumer behavior
Vijyata Singh
 
Multi attribute attitude model
Multi attribute attitude modelMulti attribute attitude model
Multi attribute attitude model
vipin ojha
 
Presentation on consumer behaviour and marketing strategy
Presentation on consumer behaviour and marketing strategyPresentation on consumer behaviour and marketing strategy
Presentation on consumer behaviour and marketing strategy
KARISHMA KUMARI
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
kawther Ali
 
Consumer motivation
Consumer motivationConsumer motivation
Consumer motivation
Balachandar Kaliappan
 
Consumer Learning
Consumer LearningConsumer Learning
Consumer Learning
Abhipsha Mishra
 
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOURUnit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
MAHUA MUKHERJEE
 
Session 1 2 cb
Session 1 2 cbSession 1 2 cb
Session 1 2 cb
Dr.Ambrish sharma
 
Consumer Behaviour-Attitude
Consumer Behaviour-AttitudeConsumer Behaviour-Attitude
Consumer Behaviour-Attitude
princesstong
 
Exposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer BehaviorExposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer Behavior
Aqib Syed
 
Chapter 13 Subcultures
Chapter 13 SubculturesChapter 13 Subcultures
Chapter 13 Subcultures
Avinash Kumar
 
Consumer decision-making-process
Consumer decision-making-processConsumer decision-making-process
Consumer decision-making-process
Rishab Gupta
 
Personality and consumer behavior
Personality and consumer behaviorPersonality and consumer behavior
Personality and consumer behavior
Abhipsha Mishra
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
Farman Zakhilwal
 
Brand Equity
Brand EquityBrand Equity
Brand Equity
Sj -
 

What's hot (20)

Consumer Attitude Formation and change
Consumer Attitude Formation and changeConsumer Attitude Formation and change
Consumer Attitude Formation and change
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
 
Chapter 6 Consumer Perception
Chapter 6 Consumer PerceptionChapter 6 Consumer Perception
Chapter 6 Consumer Perception
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Process
 
Consumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycleConsumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycle
 
Nature, Scope, Importance and Application of consumer behavior
Nature, Scope, Importance and  Application of consumer behaviorNature, Scope, Importance and  Application of consumer behavior
Nature, Scope, Importance and Application of consumer behavior
 
Multi attribute attitude model
Multi attribute attitude modelMulti attribute attitude model
Multi attribute attitude model
 
Presentation on consumer behaviour and marketing strategy
Presentation on consumer behaviour and marketing strategyPresentation on consumer behaviour and marketing strategy
Presentation on consumer behaviour and marketing strategy
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
 
Consumer motivation
Consumer motivationConsumer motivation
Consumer motivation
 
Consumer Learning
Consumer LearningConsumer Learning
Consumer Learning
 
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOURUnit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
Unit 1 INTRODUCTION TO CONSUMER BEHAVIOUR
 
Session 1 2 cb
Session 1 2 cbSession 1 2 cb
Session 1 2 cb
 
Consumer Behaviour-Attitude
Consumer Behaviour-AttitudeConsumer Behaviour-Attitude
Consumer Behaviour-Attitude
 
Exposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer BehaviorExposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer Behavior
 
Chapter 13 Subcultures
Chapter 13 SubculturesChapter 13 Subcultures
Chapter 13 Subcultures
 
Consumer decision-making-process
Consumer decision-making-processConsumer decision-making-process
Consumer decision-making-process
 
Personality and consumer behavior
Personality and consumer behaviorPersonality and consumer behavior
Personality and consumer behavior
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
 
Brand Equity
Brand EquityBrand Equity
Brand Equity
 

Viewers also liked

Culture of Consumer Behavior
Culture of Consumer BehaviorCulture of Consumer Behavior
Culture of Consumer Behavior
Rupesh Poddar
 
Subcultures
SubculturesSubcultures
Subcultures
misschop
 
Cultural and Cross Influences
Cultural and Cross InfluencesCultural and Cross Influences
Cultural and Cross Influences
Princess Ann Puno
 
Culture and subculture
Culture and subcultureCulture and subculture
Culture and subculture
tasleemali87
 
Branding in rural marketing
Branding in rural marketingBranding in rural marketing
Branding in rural marketing
Ranjit Achary
 
international and cross-culture Negotiation
international and cross-culture Negotiationinternational and cross-culture Negotiation
international and cross-culture Negotiation
Dreams Design
 
India and the West - Cross Cultural Issues
India and the West - Cross Cultural IssuesIndia and the West - Cross Cultural Issues
India and the West - Cross Cultural Issues
Stephen Manallack
 
Cross cultural negotiation
Cross cultural negotiationCross cultural negotiation
Cross cultural negotiation
STolliver
 
Rural branding
Rural brandingRural branding
Rural branding
Sunil
 
Cross cultural issues in international marketing
Cross cultural issues in international marketingCross cultural issues in international marketing
Cross cultural issues in international marketing
Abdul Basid
 
How mc.donalds run their business in china
How mc.donalds run their business in chinaHow mc.donalds run their business in china
How mc.donalds run their business in china
keisuke3508
 
Week7
Week7Week7
McDonald's
McDonald's McDonald's
McDonald's
Swarupa Rani Sahu
 
Mc donalds
Mc donaldsMc donalds
Mc donalds
Shikhar Mishra
 
Mcdonalds 300 plus
Mcdonalds 300 plusMcdonalds 300 plus
Mcdonalds 300 plus
Sidharth Malik
 
How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?
s1170178
 
McDonald strategy
McDonald strategy  McDonald strategy
McDonald strategy
mubeen khan
 
How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?
s1170181
 
How mc donald's run their business in china
How mc donald's run their business in chinaHow mc donald's run their business in china
How mc donald's run their business in china
s1180043
 
Week7
Week7Week7
Week7
s1160085
 

Viewers also liked (20)

Culture of Consumer Behavior
Culture of Consumer BehaviorCulture of Consumer Behavior
Culture of Consumer Behavior
 
Subcultures
SubculturesSubcultures
Subcultures
 
Cultural and Cross Influences
Cultural and Cross InfluencesCultural and Cross Influences
Cultural and Cross Influences
 
Culture and subculture
Culture and subcultureCulture and subculture
Culture and subculture
 
Branding in rural marketing
Branding in rural marketingBranding in rural marketing
Branding in rural marketing
 
international and cross-culture Negotiation
international and cross-culture Negotiationinternational and cross-culture Negotiation
international and cross-culture Negotiation
 
India and the West - Cross Cultural Issues
India and the West - Cross Cultural IssuesIndia and the West - Cross Cultural Issues
India and the West - Cross Cultural Issues
 
Cross cultural negotiation
Cross cultural negotiationCross cultural negotiation
Cross cultural negotiation
 
Rural branding
Rural brandingRural branding
Rural branding
 
Cross cultural issues in international marketing
Cross cultural issues in international marketingCross cultural issues in international marketing
Cross cultural issues in international marketing
 
How mc.donalds run their business in china
How mc.donalds run their business in chinaHow mc.donalds run their business in china
How mc.donalds run their business in china
 
Week7
Week7Week7
Week7
 
McDonald's
McDonald's McDonald's
McDonald's
 
Mc donalds
Mc donaldsMc donalds
Mc donalds
 
Mcdonalds 300 plus
Mcdonalds 300 plusMcdonalds 300 plus
Mcdonalds 300 plus
 
How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?
 
McDonald strategy
McDonald strategy  McDonald strategy
McDonald strategy
 
How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?How Mc.Donalds run their business in China?
How Mc.Donalds run their business in China?
 
How mc donald's run their business in china
How mc donald's run their business in chinaHow mc donald's run their business in china
How mc donald's run their business in china
 
Week7
Week7Week7
Week7
 

Similar to Chapter 14 Cross Cultural Consumer Behavior

Final Thesis-Virgin
Final Thesis-VirginFinal Thesis-Virgin
Final Thesis-Virgin
Michelle Virgin
 
Ibahrine Chapter 1 The Paradoxes In Global Marketing Communication
Ibahrine Chapter 1 The Paradoxes In Global Marketing CommunicationIbahrine Chapter 1 The Paradoxes In Global Marketing Communication
Ibahrine Chapter 1 The Paradoxes In Global Marketing Communication
ibahrine
 
12 Global Brands & Local Markets
12 Global Brands & Local Markets12 Global Brands & Local Markets
12 Global Brands & Local Markets
sexbomb
 
Global Campaign Strategy and Development
Global Campaign Strategy and DevelopmentGlobal Campaign Strategy and Development
Global Campaign Strategy and Development
Simon Hjorth
 
Global Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and DevelopmentGlobal Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and Development
Simon Hjorth
 
Multicultural marketing 3rd Session
Multicultural marketing 3rd Session Multicultural marketing 3rd Session
Multicultural marketing 3rd Session
ICD-Ecole
 
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docx
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docxMid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docx
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docx
ARIV4
 
Design Model Comparison WorksheetSTAR ModelMcKinsey ModelS
Design Model Comparison WorksheetSTAR ModelMcKinsey ModelSDesign Model Comparison WorksheetSTAR ModelMcKinsey ModelS
Design Model Comparison WorksheetSTAR ModelMcKinsey ModelS
LinaCovington707
 
Impact of Culture on Consumer Behaviour
Impact of Culture on Consumer BehaviourImpact of Culture on Consumer Behaviour
Impact of Culture on Consumer Behaviour
charindu sanjeeva
 
Global branding
Global brandingGlobal branding
Global branding
Gönenç Dalgıç
 
Session 5 6
Session 5 6Session 5 6
Session 5 6
guestd39b0b0
 
Examples1.I think there are times when we dont want to avoid .docx
Examples1.I think there are times when we dont want to avoid .docxExamples1.I think there are times when we dont want to avoid .docx
Examples1.I think there are times when we dont want to avoid .docx
SANSKAR20
 
Week11 presentation The China Syndrome
Week11 presentation The China SyndromeWeek11 presentation The China Syndrome
Week11 presentation The China Syndrome
mdorazio
 
Consumer Behavior and Marketing Research
Consumer Behavior and Marketing ResearchConsumer Behavior and Marketing Research
Consumer Behavior and Marketing Research
Nagendra Babu
 
ch 08 market segmentation.pdf business related
ch 08 market segmentation.pdf business relatedch 08 market segmentation.pdf business related
ch 08 market segmentation.pdf business related
NabilaSultana9
 
Consumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docx
Consumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docxConsumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docx
Consumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docx
maxinesmith73660
 
Chap002.ppt
Chap002.pptChap002.ppt
Beverage Trends The Strategic MindsetI dont set trends..docx
Beverage Trends The Strategic MindsetI dont set trends..docxBeverage Trends The Strategic MindsetI dont set trends..docx
Beverage Trends The Strategic MindsetI dont set trends..docx
jasoninnes20
 
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE
GrazynaBroyles24
 
203 group report 1
203 group report 1203 group report 1
203 group report 1
Odebrecht
 

Similar to Chapter 14 Cross Cultural Consumer Behavior (20)

Final Thesis-Virgin
Final Thesis-VirginFinal Thesis-Virgin
Final Thesis-Virgin
 
Ibahrine Chapter 1 The Paradoxes In Global Marketing Communication
Ibahrine Chapter 1 The Paradoxes In Global Marketing CommunicationIbahrine Chapter 1 The Paradoxes In Global Marketing Communication
Ibahrine Chapter 1 The Paradoxes In Global Marketing Communication
 
12 Global Brands & Local Markets
12 Global Brands & Local Markets12 Global Brands & Local Markets
12 Global Brands & Local Markets
 
Global Campaign Strategy and Development
Global Campaign Strategy and DevelopmentGlobal Campaign Strategy and Development
Global Campaign Strategy and Development
 
Global Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and DevelopmentGlobal Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and Development
 
Multicultural marketing 3rd Session
Multicultural marketing 3rd Session Multicultural marketing 3rd Session
Multicultural marketing 3rd Session
 
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docx
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docxMid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docx
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docx
 
Design Model Comparison WorksheetSTAR ModelMcKinsey ModelS
Design Model Comparison WorksheetSTAR ModelMcKinsey ModelSDesign Model Comparison WorksheetSTAR ModelMcKinsey ModelS
Design Model Comparison WorksheetSTAR ModelMcKinsey ModelS
 
Impact of Culture on Consumer Behaviour
Impact of Culture on Consumer BehaviourImpact of Culture on Consumer Behaviour
Impact of Culture on Consumer Behaviour
 
Global branding
Global brandingGlobal branding
Global branding
 
Session 5 6
Session 5 6Session 5 6
Session 5 6
 
Examples1.I think there are times when we dont want to avoid .docx
Examples1.I think there are times when we dont want to avoid .docxExamples1.I think there are times when we dont want to avoid .docx
Examples1.I think there are times when we dont want to avoid .docx
 
Week11 presentation The China Syndrome
Week11 presentation The China SyndromeWeek11 presentation The China Syndrome
Week11 presentation The China Syndrome
 
Consumer Behavior and Marketing Research
Consumer Behavior and Marketing ResearchConsumer Behavior and Marketing Research
Consumer Behavior and Marketing Research
 
ch 08 market segmentation.pdf business related
ch 08 market segmentation.pdf business relatedch 08 market segmentation.pdf business related
ch 08 market segmentation.pdf business related
 
Consumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docx
Consumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docxConsumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docx
Consumer Culture CHAPTER 8 PART 3 8-­‐1  Lea.docx
 
Chap002.ppt
Chap002.pptChap002.ppt
Chap002.ppt
 
Beverage Trends The Strategic MindsetI dont set trends..docx
Beverage Trends The Strategic MindsetI dont set trends..docxBeverage Trends The Strategic MindsetI dont set trends..docx
Beverage Trends The Strategic MindsetI dont set trends..docx
 
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE
 
203 group report 1
203 group report 1203 group report 1
203 group report 1
 

More from Avinash Kumar

Chap010
Chap010Chap010
Chap010
Avinash Kumar
 
Chap009
Chap009Chap009
Chap009
Avinash Kumar
 
Chap011
Chap011Chap011
Chap011
Avinash Kumar
 
Chap006
Chap006Chap006
Chap006
Avinash Kumar
 
Chap004
Chap004Chap004
Chap004
Avinash Kumar
 
Chap003
Chap003Chap003
Chap003
Avinash Kumar
 
Chap005
Chap005Chap005
Chap005
Avinash Kumar
 
Chap007
Chap007Chap007
Chap007
Avinash Kumar
 
Chap008
Chap008Chap008
Chap008
Avinash Kumar
 
Chap002
Chap002Chap002
Chap002
Avinash Kumar
 
Chap001
Chap001Chap001
Chap001
Avinash Kumar
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
Avinash Kumar
 
SHRM
SHRMSHRM
Selection
SelectionSelection
Selection
Avinash Kumar
 
Recruitment
RecruitmentRecruitment
Recruitment
Avinash Kumar
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
Avinash Kumar
 
Hrp
HrpHrp
Hra
HraHra
Chapter 30
Chapter 30Chapter 30
Chapter 30
Avinash Kumar
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
Avinash Kumar
 

More from Avinash Kumar (20)

Chap010
Chap010Chap010
Chap010
 
Chap009
Chap009Chap009
Chap009
 
Chap011
Chap011Chap011
Chap011
 
Chap006
Chap006Chap006
Chap006
 
Chap004
Chap004Chap004
Chap004
 
Chap003
Chap003Chap003
Chap003
 
Chap005
Chap005Chap005
Chap005
 
Chap007
Chap007Chap007
Chap007
 
Chap008
Chap008Chap008
Chap008
 
Chap002
Chap002Chap002
Chap002
 
Chap001
Chap001Chap001
Chap001
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
 
SHRM
SHRMSHRM
SHRM
 
Selection
SelectionSelection
Selection
 
Recruitment
RecruitmentRecruitment
Recruitment
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
 
Hrp
HrpHrp
Hrp
 
Hra
HraHra
Hra
 
Chapter 30
Chapter 30Chapter 30
Chapter 30
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
 

Chapter 14 Cross Cultural Consumer Behavior

  • 1. Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective
  • 2.
  • 3.
  • 4.
  • 5. Most of these brands offer different Web sites for each country. weblink
  • 6.
  • 7.
  • 10. Can’t Beat the Engineering The “American” Twist
  • 11. This U.S. Government Web site helps those who want to buy USA products. weblink
  • 12. National Identity Figure 14.2
  • 13. Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. The iPod has global appeal to the young market. weblink
  • 20.
  • 21. Table 14.6 Basic Research Issues in Cross-Cultural Analysis FACTORS Differences in language and meaning Differences in market segmentation opportunities Differences in consumption patterns Differences in the perceived benefits of products and services EXAMPLES Words or concepts may not mean the same in two different countries. The income, social class, age, and sex of target customers may differ dramatically in two different countries. Two countries may differ substantially in the level of consumption or use of products or services. Two nations may use or consume the same product in very different ways.
  • 22. Table 14.6 continued FACTORS Differences in the criteria for evaluating products and services Differences in economic and social conditions and family structure Differences in marketing research and conditions Differences in marketing research possibilities EXAMPLES The benefits sought from a service may differ from country to country. The “style” of family decision making may vary significantly from country to country. The types and quality of retail outlets and direct-mail lists may vary greatly among countries. The availability of professional consumer researchers may vary considerably from country to country.
  • 23. World Brands Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Table 14.8 A Framework for Alternative Global Marketing Strategies PRODUCT STRATEGY COMMUNICATON STRATEGY STANDARDIZED COMMUNICATIONS LOCALIZED COMMUNICATIONS STANDARDIZED PRODUCT Global strategy: Uniform Product/ Uniform Message Mixed Strategy: Uniform Product/ Customized Message LOCALIZED PRODUCT Mixed strategy: Customized Product/ Uniform Message Local Strategy: Customized Product/ Customized Message
  • 30.
  • 31. Table 14.10 Six Global Consumer Segments Strivers 23% Altruists 18% Devouts 22% Fun Seekers 12% Creatives 10% Intimates 15%