Consumer Behavior

Chapter 2
Cross-Cultural Variations in
Consumer Behavior

From: Consumer Behavior, 12th edition by Hawkins, Mothersbaugh and Best

Learning Objectives
Marketing Across Cultural Boundaries is
a Difficult and Challenging Task
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 Tuna & Corn

Black
Squid Bean
Sauce

BBQ
Eggs
Chicken
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.
How Does Culture Affect Consumer Behavior?

• Whatever a person
consumes will determine
their level of acceptance in
their society.
• If someone does not act
consistently with cultural
expectations, they risk not
being accepted in society.
Variations in Cultural Values
The numerous values that differ across
cultures and affect consumption include:
Ø Other-Oriented Values
Ø Environment-Oriented Values
Ø Self-Oriented Values

2-11
Variations in Cultural Values
Other-Oriented Values

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

2-13
à Marketers need to understand the role of families in
the cultures they serve and adapt accordingly
Masculine Cultures Feminine Cultures
• Assertiveness, independence, task • Cooperation, nurturing, modesty,
orientation and self-achievement. empathy and social relations.
• Competitive negotiation strategy - • Collaborative or compromising
Win-lose. style or strategy à best possible
• Conflict resolved by fighting not mutually accepting solution to
compromise obtain a win-win situation.
• Focus on specifics of agreement • Concerned with negotiations
rather than impact on other party aesthetics and longer range
effects. Details can be worked out
later.
Variations in Cultural Values
Environment-Oriented Values

Ø Cleanliness
Ø Performance/Status
Ø Tradition/Change
Ø Risk taking/Security
Ø Problem solving/Fatalistic
Ø Nature

2-23
 Risk taking/ Security
This value relates to tolerance for ambiguity and uncertainty
avoidance.
It has a strong influence on entrepreneurship and economic
development as well as new-product acceptance.
 Problem Solving/ Fatalistic
Is there an optimistic, “we can do it” orientation?
Fatalists tend to feel they don’t have control over the
outcome of events.

Nature
Is nature assigned a positive value, or is it viewed as
something to be overcome, conquered, or tamed?
Variations in Cultural Values
Self-Oriented Values

Ø Active/Passive
Ø Sensual gratification/Abstinence
Ø Material/Nonmaterial
Ø Hard work/Leisure
Ø Postponed gratification/Immediate gratification
Ø Religious/Secular
Variations in Cultural Values
Self-Oriented Values

Ø Active/Passive

Are people expected to take a

physically active approach to
work and play?

“Don’t just stand there; do

something” is a common
response to problems in
America.
Applications in Consumer Behavior
Sensual Gratification/Abstinence

Ad for Calvin Klein

underwear:
OK in U.S. and France.
Not appropriate in
cultures that place a
high value on
abstinence.
Variations in Cultural Values
Self-Oriented Values

Ø Material/Nonmaterial

Is the accumulation of material wealth a

positive good in its own right?
• Instrumental materialism is the
acquisition of things to enable one to
do something.
• Terminal materialism is the
acquisition of items for the sake of
owning the item itself.
Variations in Cultural Values
Self-Oriented Values

Ø Hard work/Leisure
Will individuals continue to work hard even when their minimum
economic needs are satisfied, or will they opt for more leisure time?

Ø Postponed gratification/Immediate gratification

Is one encouraged to “save for a rainy
day,” or should one “live for today”?
Variations in Cultural Values
Self-Oriented Values

Ø Religious/Secular
Cultural Variations in Nonverbal
Communications
Cultural Variations in Nonverbal
Communications

Time
The meaning of time varies between
cultures in two major ways:

• Time perspective

• Time Interpretations
Cultural Variations in Nonverbal
Communications

Space
Overall use and meanings assigned
to space vary widely among
different cultures
Ikea Fails in Japan
• Launched in 1974 – after 4 markets in
Europe.
• Felt proposition would work
everywhere.
• Lacked consumer insights
• Japanese consumers the quality of
service is very important did not
like self service and “build your
own” concept
• Product Range / Japanese houses
• Tough competition
• Limited transport in Japan out of
town stores not popular
• Big store laws

Could you live in a 200 m2 house?

Relaunch
in 2006
• 5 years consumer research
• Large sofas and
furniture etc. popular in
Europe not relevant in
Japan
• Providing home delivery
and assembly (even for
an extra charge) is
necessary.

• Educate people about

assembly TVC
• And showcase furniture
in small spaces
• Showrooms small like
Japanese

• Ikea Japan 2008

Cultural Variations in Nonverbal
Communications

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!
Cultural Variations in Nonverbal
Communications
Cultural Variations in Nonverbal
Communications

Relationships
How quickly and easily do cultures form
relationships and make friends?
•Americans tend to form relationships
and friends quickly and easily.
•Chinese relationships are much more
complex and characterized by guanxi.
Cultural Variations in Nonverbal
Communications

Agreements
How does a culture ensure
business obligations are
honored? How are
disagreements resolved?

Some cultures rely on a legal

system; others rely on
relationships, friendships, etc.
Cultural Variations in Nonverbal
Communications

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.
Cultural Variations in Nonverbal
Communications

Etiquette
• The generally accepted ways of
behaving in social situations.
• Behaviors considered rude or
obnoxious in one culture may
be quite acceptable in another
• Normal voice tone, pitch, and
speed of speech differ
between cultures and
languages, as do the use of
gestures.
Global Cultures - A Global Youth Culture?

•Mass media and the

Internet have had an
impact of uniformity
among teens around the
world.
•They tend to watch
many of the same shows,
see the same movies and
videos, listen to the
same music, and they
tend to dress alike.
Global Demographics

Demographics describe a population in terms of

its size, structure, and distribution.

•Demographics are both a result and a

cause of cultural values.

•Disposable income is one aspect of

demographics.
Cross-Cultural Marketing Strategy

• Both family and singles

sections in Muslim
countries to accommodate
the cultural norms
governing interactions
between men and women.
• The singles section is for
single men only.
Cross-Cultural Marketing Strategy
Cross-Cultural Marketing Strategy
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?
Preparation for Next Session

• Read Chapter 7 – Group Influences in textbook

• Form groups, fill in the group information & topic
registration in the provided link (by September 24)