2. What is cross
cultural consumer
behavior?
• cross-cultural consumer
analysis is to determine how
consumers in two or more
societies are similar and how
they are different.
• Two types of markets
• 1. domestic
• 2. international
4. EXPLANATION
OF THE MODEL
An individual's behavior is a result of that
individual's cultural value system
As the model suggests, culture affects
consumer behavior
marketing communications are represented
in the model as a moderator of the effect of
culture on consumer behavior.
marketing communications may also affect
a culture's manifestations through
advertising
(for example, Calvin Klein's ads have
reinforced the ``thinness'' value in American
society).
5. DETERMINING
CULTURE
Values: Values defined
as what is considered
good, desirable, and
proper or bad,
undesirable, and
improper in a culture.
Heroes: heroes refers
to ``persons, alive or
dead, real or imaginary,
who possess
characteristics which
are highly prized in a
culture
Rituals: The term ritual
refers to a type of
expressive, symbolic
activity constructed of
multiple behaviors that
occur in a fixed,
episodic sequence,
and that tend to be
repeated over time
Symbols: Symbols are
a broad category of
processes and objects
that carry a meaning
that is unique to a
particular group of
people
6. VALUES AFFECT ON
CONSUMER BEHAVIOR?
• Can be explained by theory of innovation and
new product adoption.
• cultures in which following tradition is
considered a terminal value may have
relatively slow adoption of product
• In contrast, cultures in which innovativeness
is seen as an important value will have much
faster adoption cycles.
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7. RITUALS AFFECT ON
CONSUMER BEHAVIOR ?
• Rituals are essentially “observable
consumer behaviour” with a strong
emotional core.
• Consumers engage in them repeatedly and
at regular intervals.
• When the consumption or usage of one or
more products is closely intertwined with the
ritual,
• then that ritual becomes a consumer ritual.
8. SYMBOLS AFFECT ON CONSUMER
BEHAVIOR?
can be explained by advertising research
When targeting other cultures, it is likely that a firm will be targeting
bilingual or multilingual individuals.
If ad is in some other language it will not put a hard effect on consumers
Symbols can be used in advertisements to grab customers attention
9. HEROES AFFECT ON CONSUMER
BEHAVIOR?
, a specific culture could place a strong weight on certain subjective
norms like the household elder's opinion
while other cultures may tend to place emphasis on other heroes, or on
none at all.
The relative weight of attitudinal and subjective norm components may
also shift from one culture to another.
For example, in Western cultures, group interests are not considered as
important as they are in Eastern cultures.
10. IMPLICATIONS
• The framework is of a practical nature in that it can be
easily operationalized by managers and consumer
researchers
• Managers can use the framework as a template to
examine how consumers in foreign markets will react to
their products or services.
• For example, a marketer entering a foreign country could
research each of the cells in Table I to identify potential
culturerelated problems or issues.
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