A comparison between Germany and the U.S. College Nürtingen University Grade 1,0 Author Eva Sutter (Author) Year 2004 Pages 28 Catalog Number V35648 ISBN (eBook) 9783638354943 File size 1315 KB Language English Notes Learn vocabulary, terms, and more … Shopping has evolved since the development of internet and possible communication from one person to another over the internet. While many aspects of human thought and behavior are universal, cultural differences can lead to often surprising differences in how people think, feel, and act. In another circumstance, some consumers tend to shift to another product when they discover that the product being offered to them is vague or it does not fit their personal requirements. What is acceptable in one nation may not be acceptable in another country. They will also be inconveniencing the residents of the area. It is caused by the fact that individuals view the ads on the Internet and become interested in the products; thus, can buy goods online. In certain regions, individual language accents represent different social classes in geographical location and it represents the social patterns of a culture. The way in which the system adapts to its habitat is essential in the use of technology in distribution of various resources. Engaging the future luxury consumer. Cross-Cultural Consumer Behavior Framework (ﬁgure 1), which was inspired by a conceptual model by Manrai and Manrai (1996). Sports are also used as a way of marketing products to consumers. Therefore, producers have to consider and learn to separate one culture from another. Cultures among consumers of one country and those of another country are usually divergent. Racism and regional prejudice mostly cause the accents. I lead the consumer packaged goods manufacturer and retail business in the U.S. for Nielsen, a global measurement and â¦ They need to put values first before money. Thus, marketers should consider the parents in making decisions concerning such kind of outputs. Parents tend to make decisions on the purchase of young children's products. People want to be fit and healthy. New products will not only create new markets but enable the organizations to make profits from them. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different. Games, such as athletics, motorsports, tennis, car racing, are associated with the young generations who are energetic. Primary and secondary education is essential and children go to their local schools. The greater the similarity between nations, the more feasible it is to use relatively similar strategies in each nation. Through the personal connection, a business person can study the culture better that will make it easier for him/her to form a well-structured advertisement. By considering such factors, most marketers who deal with production of such services should focus their advertisements on the youth. It indicates not only how much affinity their behaviour has to that of other countries but also shows their similarity to or deviation from their own national norm, as well … Marketers should move across cultural boundaries to ensure they increase their sales, as well as create a rapport with their clients. Different countries carry out various sporting activities. Motivation B. Cross Cultural understanding of consumer behavior. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. Cross Cultural Consumer Behavior The Imperative to be Multinational Global trade agreements EU NAFTA Increasing exposure to other cultures Country of… The Chinese argued that the advertisement was aimed at insulting the national dignity of the country. Culture sets boundaries for different actions and influences the functioning of institutions (Geert & Marieke, 2011). related to consumer behavior based on general personality traits, or general needs and . Other religions restrict the dress code of their church members; in SDA-dominated region organization should develop more decent ways of advertisement. Several consumers prefer online shopping because of the benefits that come with it. The relevant literature form cross-cultural psychology, anthropology, consumer behavior and international marketing is reviewed in an attempt to describe the impact culture has on salient consumer behavior constructs of perception, information processing, value systems, and self concept and offer hypotheses for … Due to the emergence of many diseases, cultures have shifted. Consideration of all non-verbal behavior while developing adverts and promotional messages have a great impact on the extent of online shopping. Hence, online marketing has become a simple task. Some cultures have government pride and a sense of nationalism. The V-sign in the US is a sign of goodwill, while in Australia it signifies a sexual meaning. The Muslims perceive the pigs as unholy animals to Mohammed to whom they worship. The main realm of subject study is the consumer behaviors in … Some of the factors to consider comprise religion, education, age, culture, values and attitudes, and non-verbal communication. The development of the tightnessâlooseness distinction promises further insights into culture and consumer behavior (Li et al., 2017). Traditions are central to the ways that culture influences consumer behavior. One other issue that may be employed is the labeling of items that may not be easy to comprehend. Early research proved that culture was a meaningful lens through which to observe differences in consumer behavior. From the above explanations, it is understandable that a culture is the foundation of all communities. It is their role to determine how the users will perceive their products in the future and whether they will still retain the market base that they have today. Marketers interested in global expansion are especially interested in understanding cross-cultural differences in purchasing and consumption. The Indians are considerate in making decisions on a product they buy, which affects consumer behavior in relation to the available products in the market. Dietary is also affected by cultural factors. Language translation can be easily detected when barriers start occurring in communication, and the total translations will be useless or ludicrous. Consumer Behavior - Cross-Culture. It is evident that dress codes affect different cultures as people tend to take an example from other cultures. Culture is comprehensive as it involves individual thoughts, actions, behaviors and processes. Global Powers of Luxury Goods 2015. This attitude might be positive, negative, and neutral. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different. Such relationship should be ensured. However, in order to influence online shopping from consumers, marketers need to put in mind several factors, which influence a customer to consider shopping online. Socio-cultural factors comprise of different cultural, economic and instrumental variables, which determine different consumer buying patterns. That will require much time to influence the online customers to buy their products. High profits can be achieved through development of individual relationship between the purchaser and the seller of a product. Gross translation errors waste time and cause fatigue to the parties involved. Many researches should be carried out to determine different international marketing trends and their relationship to various cultures available in different societies. Cross-cultural consumer behavior is the relation and comparison of different cultures regarding purchase and consumption. In business negotiations, crucial subtle shadings are weakened when parties involved do not share a similar control of the same language. Culture is the set of attitudes, customs, art, laws, morals, beliefs and ways of doing things by a reasonable set of people. There are three categories of language difficulties that include language translation, variations in culture among the same language and problem of conveying subtle distinctions from one language to another. Gender portrayal is used in communication to reflect the cultural and social norms. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior do-mains. Different games are associated with people of different age and position. Published online: 24 Jun 2011. Here we have listed some of the best companies which are considered to be valuable, as they have understood the pulse of consumers and their tastes. Total market strategy B. The thesis for this paper stated the cultural factors that evoked consumersâ buying decision. In the context of social exchange and interpersonal relations in China, face and public reputation is a significant value. Marketers should seek spiritual advice before developing an advertising medium. Marketing as a way of making users aware of available products makes it possible to understand the possible cross-cultural consumer behaviors. From the rationalization above, it is clear that values and attitudes vary from one country to another. The prohibition of vuvuzela affected many companies that had started the production of the commodity. The success of marketing and servicing in foreign countries is likely to be influenced by beliefs, values, and customs. The consumption of culture has specific related features listed as follows: culture is a collection of learning behavior, traditions and it can be created and changed. The youth has fashion at hand and wants to explore new markets and changing trends in the consumer market. Such analyses can provide marketers with an understanding of the psychological, social and cultural characteristics of the foreign consumers they wish to target, so that they can … Marketers should consider the cross-cultural behavior in existence when developing adverts and other promotional messages. Marketers and business stakeholders should consider such factors in decision-making on the type of publication they should use while carrying out product promotion. For proper communications with the general public, it's important for marketers to understand how different cultures affect consumer behavior. ...PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. Technology is very significant in dealing with the issue of globalization and marketing communications, as it varies between cultures. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. The social class is another factor that affects consumer behavior across cultures. That will enable producers know not only the right kind of information to use on adverts, but also the right mode to use to reach the people. An example was in China where Nike television was banned for showing a commercial American basketball star James LeBron in a battle with Kung Fu animated cartoon masters and two dragons (Soares, 2004). Cultural and Cross-Cultural Influences Materialism Culture as a Process Rituals Materialism has been defined as the "importance a consumer attaches to worldly possessions." Most people view that particular accents are a way of loyalty and familiarity to a particular geographic region. Social classes pronounce their preferences when speaking about clothing, furniture, games, entertainment, automobiles and certain products and brands. Educated individuals tend to know many languages. ï»¿Consumer Behavior, Marketing Strategy and Cross-Cultural Variations in Consumer Behavior Consumer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Promoters should ensure they customize their products to a competitive level in the market so that they can attract the youth. Businesses should consider having their adverts translated to various languages. Marketers should make proper use of such accents in carrying out adverts in such areas so that the people could understand the advert. Hence, by considering the different values and attitudes of people, marketers will always have to watch on their adverts and promotional messages. a) Culture Culture is the essential character of a society that distinguishes it from other cultural groups. Thus, manufacturers are limited in the ability to produce products that are competitive, such as OLX application (International Communication Association, 2006). Considering all these factors will go a long way in influencing consumers to shop online, thus facilitating companies to make huge sales and revenues from online sales. Health and fitness have led to the circulation of more casual clothing and simpler home furniture as people tend to invest more in health and fitness. Culture refers to the complexity of learning meanings, values, norms, and customs shared by members of a society. how cultures contact! Intro Cross-Cultural Consumer behaviour People are different in psychological, social and cultural orientations people fall in segments understanding these segments is very crucial for serving consumers. Japan has an elaborate bowing style that is common unlike in the United States. Church leaders have a role in determining ethical behaviors of their faithful, for instance, where they influenced boycott of Disney. Which of the following is a personal characteristic influencing a consumer's buying behavior? The Concept of Culture. In the recent years, the youth have developed cultures where they listen to the same music, search for information on the Internet and talk to each other on the phone. Therefore, marketers should look for ways that are more appealing to the elderly and more convincing to them. Hence, clothing marketers should concentrate on the young generation. For example, the game such as golf is believed to be a game of the rich people. Once connected, speak clearly so that you are understood by all the target individuals in the market. Depending on the bracket the marketer is targeting with its products, the adverts, and promotional messages must be age considerate. Such individuals also have limited time to watch ads. Research in promotion is necessary as it facilitates the increase in sales and ensures that the target market is aware of the existence of the product. The elderly people do not tend to advance in new technologies. A cross-cultural exploratory study in France, the United Kingdom and Russia. In Britain, a Tourism Australian company launched an advertising campaign that was entitled “so where the bloody are you?” The $130 million campaign that featured on all standard icons of Australia was banned by the British Advertising Standards Authority in the year 2006 (Guang & Trotter, 2012). Marketers in such areas should avoid selling short clothes as they will not have any clients. The individual tends to give false messages concerning his or her tribe. Kinesics, such as how individuals walk, gestures, how someone stands, sits, and bows, are in some instances determined by culture. Advertisers should take it into account due to the difference in the language used by both social classes. Early research in this area focused on broad cultural differences in consumer behavior. Different people react differently to such factors, thus, the need for marketers to seek cultural guidance in the making of promotional plans for specific products. Hence, they will easily understand an advert, however complex it may be. Such habits enable increased sales and people's perceptions of various products in the market. The elderly tend to concentrate on more expensive items and luxury items due to the fact that most of them are retired and want to enjoy their time. Second, culture is a complex system of interdependent components, morals and customs that are relevant to consumer behavior. In another scenario, during the year of the pig in 2007, all advertisements containing pictures of pigs were banned. Hence, marketers need to develop their products so that they can fit the new advancing technologies (Luna & Gupta, 2001). Cross-cultural communication is a complicated but interesting subject involving consumer behavior, cultural factors and influences. Companies should avoid developing adverts and promotions that are contrary to people’s values and attitudes. Such an understanding of the similarities and differences that exist between nations is critical to the multinational marketer, who must devise appropriate strategies to reach consumers in specific foreign markets. Assessing cultural change still remains a difficult task and marketers are likely to continue to face problems when attempting to understand, appreciate, and reflect changing cultural values. Thus, in order to influence people of various ages, marketers should develop adverts that easily fit into the various age groups. It is obvious that not all individuals are literate. Current essay will focus on the analysis of the potential cross-cultural consumer behaviors and marketing communications. Other consumer behavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versus concrete thinking, categorization and information processing, as well as consumer behavior … Language barrier is another issue that affects the marketing communication and consumer behavior. For example, in the United States, Bronx accent is associated with individuals in the urban area; Appalachian accent is associated with individuals in rural areas (Luna & Gupta, 2001). That makes it difficult for the Chinese to share information regarding product determination, which makes it difficult for marketers to make decisions concerning communication. In the Spanish culture, they have very long lunch breaks lasting for two to three hours (Liu-Thompkins, 2011). Such platforms have made it easy to market a product through the Internet. Violation of culture may lead to penalties and sanctions, such as social disapproval and banishment from the social group. Every research begins here. Some of the norms tend to evoke consistent responses, such as male-female romance, mother-child love and care relationship, parental family affection and nature's soothing effect. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior do … Understanding of similarities and differences that exist between nations is critical to multinational marketer who must devise appropriate strategies to reach … Find papers from over 170m papers in major STEM journals. Status C. Occupation … A. After assessment, the individual’s cultural profile is pinpointed inside the triangle, showing how close or how far it is to the world’s major cultural groups. Culture in relation to consumer behavior refers to learned beliefs, values and customs that direct consumer behavior of a particular society (Gaussorgues et al., 2009). As a result, marketer should use such events to attract customers, as well as make more sales. The process of interpersonal bonding and orientation helps one in understanding the buyer-seller relationship. For example, in mainstream American culture, turkey is a traditional food for Thanksgiving. In most cultures, direct eying is seen to be disrespectful to the elderly and people of high status, more so when the process becomes prolonged. There are a great many cross-cultural variations in consumer behavior that are of particular interest to the marketer operating in more than one culture. They also tend to be loyal in purchase of the brands that they used years ago due to their conservative nature. Cross-culture is the art whereby people compare different cultural behaviors, norms, attitudes and cultural values at the same time, reviewing the relationship between the various cultures. However, the best way to learn about varied cultures is through personal relationship with the people of the various cultures available in different places. Income interferes. The youth also like music and fashion wear. Ecology is a critical factor in cross-cultural consumer behavior. Journal of International Consumer Marketing ISSN: 0896-1530 (Print) 1528-7068 (Online) Journal homepage: Therefore, it can look strange or unacceptable in a community where women are not allowed to wear business suits. For example, before making an international video conferencing call, a marketer should be conscious of the time at the other end. The child can easily use social networks. Non-verbal behavior is divided into: body language, eye contact, touching behavior, use of body space, dress code and paralanguage. The child tends to adapt easy to new technology. They are likely to concur well with radio advertisements or visual messages with pictures. Such games have become famous nowadays, consequently, creating a market for products, such as sports t-shirts of a particular team, such as a Manchester United Jersey. For that reason, marketers can use the Internet to share information about their products available in the market.