1-1

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Chapter 2

Cross-Cultural
Variations In
Consumer Behavior
Learning Objectives
L01
Define the concept of culture
Describe core values that vary across culture and
influence behaviors
Understand cross-cultural variations in nonverbal
communications
Summarize key aspects of the global youth culture
Understand the role of global demographics
List the key dimensions in deciding to enter a foreign
market
L02
L06
L05
L04
L03
Culture - Defined
What is a
Culture?
The Concept of Culture
Culture is the complex whole that includes knowledge, belief,
art, law, morals, customs, and any other capabilities and
habits acquired by humans as members of society.

The Concept of Culture
Although pizza is eaten most everywhere, what is on
the pizza can be quite different!
Pepperoni
Squid
Tuna & Corn
Pineapple
BBQ
Chicken
Eggs
The Concept of Culture
The following Video Clip demonstrates how Oreo adapts
globally to be the number one cookie in the world


http://www.youtube.com/watch?v=U48nmKPJclA

The Concept of Culture
Cultural values give rise to norms and associated sanctions,
which in turn influence consumption patterns.
Cultures are not static. They typically evolve and change
slowly over time.

Variations in Cultural Values



Other-Oriented Values
Environment-Oriented Values
Self-Oriented Values
Other-Oriented Values
Reflect a societys view of the appropriate relationships
between individuals and groups within that society

Individual/Collective
Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity

Environment-Oriented Value
Prescribe a societys relationship to its economic and
technical as well as its physical environment
Cleanliness
Performance/Status
Tradition/Change
Risk taking/Security
Problem solving/Fatalistic
Nature


Self-Oriented Value
Reflect the objectives and approaches to life that the individual
members of society find desirable.
Active/Passive
Sensual gratification/Abstinence
Material/Nonmaterial
Hard work/Leisure
Postponed gratification/Immediate gratification
Religious/Secular

Cultural-Variations in Nonverbal
Communications
Time
The meaning of time varies between cultures in two major
ways:
Time perspectivethe cultures overall orientation toward time
(monochronic vs. polychronic)

Interpretations assigned to specific uses of time

Space
Overall use and meanings assigned to space vary widely
among different cultures
how office space is allocated
Personal space


Symbols
Colors, animals, shapes, numbers, and music have varying
meanings across cultures.
Failure to recognize the meaning assigned to a symbol
can cause serious problems!
Examples:
White: symbol for death in the Far East, purity in the U.S.
Blue: connotation of masculinity in Sweden and the U.S.,
femininity in Holland
Owl: Wisdom in the U.S., bad luck in India
Deer: Speed and grace in the U.S., homosexuality in Brazil
Relationships
How quickly and easily do cultures form relationships and
make friends?
Americans tend to form relationships and friends quickly and easily.

Things
The cultural meaning of things leads to purchase patterns
that one would not otherwise predict.
The differing meanings that cultures attach to things,
including products, make gift-giving a particularly difficult
task.
For example, what type of gift is appropriate and when does
receipt of a gift require a gift in return?

Etiquette
The generally accepted ways of behaving in social
situations.
Behaviors considered rude or obnoxious in one culture
may be quite acceptable in another!
Example. Normal voice tone and speed of speech differ between
cultures and languages, as do the use of gestures.
Example. Meishi is an important aspect of Japanese business
etiquettea man without a Meishi has no identity in Japan. What
is Meishi? It is the exchange of business cards

Global Demographics
Demographics describe a population in terms of its size,
structure, and distribution.
Size: number of individuals in the society
Structure: describes society in terms of age, education, income,
and occupation
Distribution: refers to physical location of individuals in terms of
geographic region, rural, suburban, and urban locations
Cross-Cultural Marketing Strategy
Pages 65-68 (Self-Reading)
Considerations in Approaching a Foreign Market
1. Homogeneous versus Heterogeneous with Respect to
Culture?

2. What Needs Can the Product Fill in this Culture?

3. Can Enough People Afford the Product?

4. What Values are Relevant to the Purchase and Use of the
Product?

5. What are the Distribution, Political and Legal Structures for
the Product?

6. In What Ways Can We Communicate About the Product?

7. What are the Ethical Implications of Marketing This Product
in This Country?