This document discusses perspectives on international consumer behavior and whether a global consumer culture exists. It explores arguments that mass media has led to shared consumption symbols among teens worldwide. However, others argue that few people regularly watch international TV and content is localized. While certain brands and products are widespread, consumer habits, tastes and loyalties still diverge significantly between countries in many areas of life. The document also examines debates around convergence versus divergence of consumer behavior globally as countries develop economically. It suggests that culture, rather than wealth, explains differences in consumption among post-scarcity societies.

1. International
Consumer Behavior

2. • Introduce Yourselves!
• About Me
• Review Our Syllabus
• Charge Boldly Ahead!
Agenda

3. About ME
 BA Comms; MBA Mktg
 20 Years In Corp. America
 Started Career as Recruiter
 My Biases
 Marketing Background
Launched Biz Consultancy ‘09
Contact me:
Tel: (201) 683-3399
E-mail: Ethan@TheChazinGroup.com

4. Our Syllabus

5. Our Text

6. Chpt. 1
Consumer Behavior
Across Cultures

7. A Global Village of
Global Consumers?

9. Teens all over the world watching the
same shows (and COMMERCIALS) thus
developing common norms and values.
Truth or Myth?
The Chazin GroupThe Chazin GroupGLOBAL Gen Z Consumer

13. U.S. - France

14. • Few people watch English language
international TV regularly.
• MTV localizes content all over the
world.
• CNN offers multiple national
language versions.
The Chazin GroupThe Chazin GroupNo SINGLE Consumer

15. Globalization?

16. • Spread of capitalism.
• Western Imperialism.
• A global media system: Social media
+ Internet.
• A world made up of Nike, Apple,
McDonalds, Starbucks, Disney, Coca-
Cola.
The Chazin GroupThe Chazin GroupWhat Globalization “MEANS”

17. Does a global, homogenous
consumer culture exist?

18. K
What do you think?

19. A Global Consumer
Culture

20. • Alden, Steenkamp, Batra analysis of
global consumer culture in advertising:
– Shared set of consumption-related symbols
(product categories, brands, consumption
activities.)
– Mass media flowing mostly from U.S. played a
major role in creation, learning & sharing of such
consumption symbols.
– Symbols of global consumption culture are
mostly symbols of American culture.
The Chazin GroupThe Chazin GroupGlobal Consumer Culture

21. In many areas of people’s lives in
consumption & entertainment (music
& sports) people living in DIFFERENT
countries have DIFFERENT habits,
tastes, and loyalties.
SO…
The Chazin GroupThe Chazin GroupGlobal Consumer Culture

27. Converging/Diverging
Consumer Behavior

30. K
What do you think?

31. • Evidence usually based on MACRO
economic data (# TVs, smart phones,
laptops) per 1,000 people.
• Alex Inkeles US sociologist found
macro data (Gross National Income)
hides micro-level diversity.
• As people become more educated &
wealthy…their tastes CHANGE!
• Even with global mobility people don’t
homogenize.
The Chazin GroupThe Chazin GroupConvergence

32. • People spend more as they become
richer, and wealthy in different
countries have more in common with
each other than the poor in their
own countries.
• Most of consumer behavior is based
on our past habits.
• More education also makes us more
aware of our value preferences.
The Chazin GroupThe Chazin GroupCulture Paradigm

33. • In post-scarcity society, people with
more choices are LESS rational in
their purchase behavior.
• In post-scarcity societies that
converge economically, national
wealth no longer explains differences
in consumption. CULTURE does!
The Chazin GroupThe Chazin GroupCulture Paradigm

34. Global Community/Tribe

35. • Find similarities in marketing
universals.
• Homogenous global segments across
country borders sharing similar
values
• Global communities/tribes share
similar values and lifestyles across
countries.
• A single European YOUTH market?
The Chazin GroupThe Chazin GroupIt Takes a Village

36. K
What do you think?

37. Our Self-Branded
Connections

39. Universalism

40. • Assume Westernization where
Western = American.
• Americans (and Europeans) tend to
be universalistic in our perceptions
(you ALL share OUR values.)
• Asians & particularistic focus (ex.
Japan’s nihonjinron.)
• Ex. Sino-American perspectives on
FREEDOM.
The Chazin GroupThe Chazin GroupUniversalism

41. Branding & Advertising

42. • Global advertising’s only effective if
there are global consumers with
shared, universal values.
• Consumer values and vary across
cultures meaning global advertising
can’t be equally effective in all
markets.
The Chazin GroupThe Chazin GroupA Global Ad Standard?

43. Consumer Behavior

44. Study in the processes involved
when people select, purchase, use
or dispose of products, services,
ideas, or experiences to satisfy
needs and desires.
The Chazin GroupThe Chazin GroupCons. Behavior

45. • What People Are.
• The “self” & “personality”.
• How people feel.
• How people think/learn.
• What people do.
• Need to include culture into
components of consumer behavior.
The Chazin GroupThe Chazin GroupConsumer Behavior Is…

47. Have Fun