culture and consumer differences based on an article by de mooij and hofstede
TRANSCRIPT
1 1 © 2015 ITAP International, Inc. All Rights Reserved.
Culture and Consumer Insights
Based on an Article by Mooij and Hofstede
2 2 © 2015 ITAP International, Inc. All Rights Reserved.
Premise: Culture and Consumption Differences
“When countries converge with respect to GNI/capita, consumption differences often can only be explained by cultural variables.”
(SOURCE: de Mooij and Hofstede 2011: 189)
3 3 © 2015 ITAP International, Inc. All Rights Reserved.
Culture and Insights about Consumer Preferences
• How do distinct cultural values align with: – consumer perceptions of brands? – brand positioning? – purchasing path in Japan? – the sale of life insurance? – adoption of innovative products?
4 4 © 2015 ITAP International, Inc. All Rights Reserved.
Hofstede’s Framework as a Model of Culture
• This presentation references Hofstede’s dimensions.
• For an introduction to Hofstede’s framework, see ITAP PowerPoints on SlideShare, or read pp. 182-3 of the article which is the basis of this presentation. See source on the next slide.
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The Article that is the Basis of this Presentation
de Mooij, Marieke and Hofstede, Geert “Cross-Cultural Consumer Behavior: A Review of Research Findings” in Journal of International Consumer Marketing 23:181–192 (2011) Link to the article: www.mariekedemooij.com/articles/demooij_2011_int_journal_cons_marketing.pdf
6 6 © 2015 ITAP International, Inc. All Rights Reserved.
Insights #1: Culture and Consumer Perceptions of Brands
Projecting their own personality preferences, a global brand is labeled:
• “Prestigious” in high power distance cultures
• “Trustworthy” in high uncertainty avoidance cultures.
(SOURCE: de Mooij and Hofstede 2011: 184-185)
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Insight #2: Brand Positioning (p. 186)
“In individualistic cultures, brands have to be unique and distinct with consistent characteristics, whereas in collectivistic cultures the brand should be viewed as being part of a larger whole, a product of a trusted company.”
(SOURCE: de Mooij and Hofstede 2011: 186)
8 8 © 2015 ITAP International, Inc. All Rights Reserved.
Insight #3: Purchasing Path in Japan
“The purpose of Japanese advertising is to please the consumer and to build amae (‘dependency’), and this is done by the indirect approach. As a result, ‘feel’ is the initial response of the Japanese consumer, after which action is taken: a visit to the shop to purchase the product. Only after this comes knowledge.”
(SOURCE: de Mooij and Hofstede 2011: 188)
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Insight #4: The Sale of Life Insurance
“More life insurance policies, for example, are sold in individualistic cultures than in collectivistic cultures. In the former, should one die early, one cannot count on family to support one’s dependents.”
(SOURCE: de Mooij and Hofstede 2011: 189)
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Insight #5: Adoption of Innovative Products
Combined % of Innovators and Early Adopters:
23.8% UK 16.8% Germany 13.4% Italy 15.1% France 8.9% Spain
These percentages correlate with tolerance for ambiguity and individualism.
(SOURCE: de Mooij and Hofstede 2011: 189)
11 11 © 2015 ITAP International, Inc. All Rights Reserved.
Catherine Mercer Bing CEO, ITAP International, Inc. [email protected] ITAP International, Inc. 353 Nassau Street, First Floor Princeton, NJ 08540 USA (W) 1.215.860.5640 (M) 1.609.937.1557 http://www.itapintl.com
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