Cross-Cultural Variations in Cross-Cultural Variations in Consumer BehaviorConsumer Behavior
Different CulturesDifferent Cultures
Why are we studying this?Why are we studying this?
““Americanization” of culturesAmericanization” of cultures
CultureCulture
Culture featuresCulture features ComprehensiveComprehensive AcquiredAcquired ComplexComplex
Cultural ComponentsCultural Components NormsNorms Cultural valuesCultural values SanctionsSanctions
Variations in CultureVariations in Culture
Other-Oriented ValuesOther-Oriented Values Environmental-Oriented ValuesEnvironmental-Oriented Values Self-Oriented ValuesSelf-Oriented Values
Other-Oriented ValuesOther-Oriented Values
Individual/CollectiveIndividual/Collective Youth/AgeYouth/Age Extended/Limited FamilyExtended/Limited Family Masculine/FeminineMasculine/Feminine Competitive/CooperativeCompetitive/Cooperative Diversity/UniformityDiversity/Uniformity
Environmental-Oriented ValuesEnvironmental-Oriented Values
CleanlinessCleanliness Performance/StatusPerformance/Status Tradition/ChangeTradition/Change Risk-taking/SecurityRisk-taking/Security Problem Solving/FatalisticProblem Solving/Fatalistic NatureNature
Self-Oriented ValuesSelf-Oriented Values
Active/PassiveActive/Passive Sensual Gratification/AbstinenceSensual Gratification/Abstinence Material/NonmaterialMaterial/Nonmaterial
InstrumentalInstrumental TerminalTerminal
Hard Work/LeisureHard Work/Leisure Postponed/Immediate GratificationPostponed/Immediate Gratification Religious/SecularReligious/Secular
Cultural Variations in Cultural Variations in CommunicationCommunication
Verbal Communication SystemsVerbal Communication Systems Nonverbal Communication SystemsNonverbal Communication Systems
TimeTime MonochronicMonochronic PolychronicPolychronic
SpaceSpace SymbolsSymbols FriendshipFriendship AgreementAgreement ThingsThings EtiquetteEtiquette
Global CulturesGlobal Cultures
What caused them?What caused them?
Global DemographicsGlobal Demographics DemographicsDemographics Purchasing power parityPurchasing power parity
Cross-Cultural Marketing StrategyCross-Cultural Marketing Strategy
ConsiderationsConsiderations
Cultural homogeneity across the countryCultural homogeneity across the country Needs of target marketNeeds of target market Affordability of products to target marketAffordability of products to target market Values of culture in terms of purchase and Values of culture in terms of purchase and
usageusage Distribution, legal, and political structuresDistribution, legal, and political structures Communication of productCommunication of product Ethical implicationsEthical implications