Bài giảng Consumer Behaviour - Chapter 16 Culture and Cross- Cultural Variations in Consumer Behaviour

Chapter 16 Culture and Cross- Cultural Variations in  Consumer BehaviourConcept of cultureHow culture is shared and acquiredCultural values classified into 3 categoriesCulture includes non-verbal communicationsRisks and opportunities of cross-cultural or ethnic marketing1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsCultural Influences—OverviewDefinitionsCultural valuesCross-cultural variationsNon-verbal communicationsCross-cultural marketing strategy2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDefinition of CultureComplex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities acquired by humans as members of society. Culture includes almost everything that influences an individual’s thought processes and behaviours.3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsVariables Influencing Cross-Cultural Marketing StrategiesCultureIs a comprehensive conceptInfluences our preferencesIs acquired from our experiences and learning Supplies the boundaries for behaviour in modern societies Consumers are seldom aware of cultural influences5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsCultural Values, Norms, Sanctions and Consumption PatternsClassification of Cultural ValuesThree broad classifications are used:Other-orientedEnvironment-orientedSelf-oriented7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsOther-Oriented ValuesIndividual vs collective (initiative, conformity)Romantic orientation (love)Adult vs child (child’s place)Masculine vs feminine (male role)Competition vs cooperation (excel or not?)Youth vs age (wisdom of elders)8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsOther-Oriented Values (cont.)Environment-Oriented ValuesCleanliness (extent of)Performance vs status (performance or class)Tradition vs change (new behaviours?)Risk-taking vs security (risk encouraged?)Problem-solving vs fatalism (problem-solving or acceptance encouraged?)Nature (admired or overcome?)10Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsEnvironment-Oriented Values (cont.)Self-Oriented ValuesActive vs passive (physical activity)Material vs non-material approach (acquisition?)Hard work vs leisure (admire hard work?)Postponed vs immediate gratification (save/enjoy now)Sensual gratification vs abstinence (food, drink)Humour vs seriousness (is life serious?)12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSelf-Oriented Values (cont.)The Australasian CultureAustralasian valuesSelf-oriented valuesEnvironment-oriented valuesSelf-oriented values14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsCross-Cultural Variations: Factors Influencing Non-Verbal CommunicationsTimeSpaceFriendshipAgreementsThingsSymbolsEtiquette15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTime PerspectiveMonochronicOne thing at a timeConcentrate on one jobDeadlines matterCommitment to taskAdhesion to plansPromptness is valuedShort-term relationshipsPolychronicMany things at onceHighly distractibleDeadlines are secondaryCommitment to peopleChanging plans is easyPromptness dependsLong-term preferred16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNon-Verbal Communications (cont.)SpaceFriendshipAgreementsThingsSymbolsEtiquette17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsEtiquetteEye contact with business clients Touching a customer on the arm or shoulderContact between males18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTranslation Problems in MarketingDeveloping a Cross-Cultural Marketing Strategy (7 Questions)Is it a homogenous culture?What needs will the product fill?Can enough afford the product?What values are relevant to this product?What are the distribution, political and legal structures?How can the firm communicate about the product?What are the ethical implications? 20Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsLegal Restrictions on AdvertisingFrance: Ads for book publishers, foreign tourism, supermarket chains, margarine and contraceptives are banned. Children cannot be used in ads.Germany: Ads may not inspire fear, encourage superstition, or promote discrimination. Athletes may not be shown drinking. Direct appeals to children are not allowed. Comparative advertising is severely restricted.Britain: Ads for undertakers, the Bible, matrimonial agencies, fortune-tellers, private detectives, contraceptives and pregnancy tests are banned.21Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext LectureChapter 17:Business-to-Business Buying Behaviour22Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins