Cross-Cultural Consumer Behavior an International Perspective

Cross-Cultural Consumer Behavior: An International Perspective

What is the height of Globalization?

w     Princess Diana’s Death

w     How So?

w     Answer:  An English princess with an Egyptian boyfriend crashes in a French tunnel, driving a German Car, driven by a Belgian who was high on Scottish whiskey, followed closely by Italian Paparazzi, on Japanese motorcycles, treated by an American doctor.  And this is sent to you by an Iranian, using Bill Gates’ technology, and you are probably reading this on one of the IBM clones that use chips made in Hong Kong, and Korean made monitors, assembled by Bangladeshi workers in a Singapore plant, transported by lorries driven by Indians, and shipped by ships owned by Greeks, using fuel produced by Arabs.

w     Now, that’s globalizations!!!

The Imperative To Be Multinational

w    Global Trade Agreements






w    Acquiring Exposure to Other Cultures

w    Country-of-origin Effects

The World’s Most Valuable Brands

w   1 Coca-Cola

w   2 Microsoft

w   3 IBM

w   4 GE

w   5 Nokia

w   6 Intel

w   7 Disney

w   8 Ford

w   9 McDonald’s

w   10 AT&T

Issues in Cross-Cultural Consumer Analysis

w   Similarities and Differences Among People

w   Time Effects

w   The Growing Global Middle Class

w   Acculturation

Table 14.2 Some Comparisons

Chinese Cultural Traits

w    Centered on Confucian doctrine

w    Submissive to authority

w    Ancestor worship

w    Values a person’s duty to family and state

American Cultural Traits

w    Individual centered

w    Emphasis on self-reliance

w    Primary faith in rationalism

w    Values individual personality

The Effect of Guo Qing

w   Due to the one-child policy in China, families emphasize high quality purchases for their “little emperor.”

w   Children in China are given more than $3 billion collectively to spend as they wish and influence about 68% of parental spending.

Alternative Multinational Strategies: Global Versus Local

w   Favoring a “World Brand”

w   Adaptive Global Marketing

w   Framework for Assessing Multinational Strategies

–   Global

–   Local

–   Mixed

Table 14.10 Six Global Consumer Segments

Marketing Mistakes: A Failure to Understand Differences

w   Product Problems

w   Promotional Problems

w   Pricing and Distribution Problems

Consider Color

w    Meanings of Blue

–   Holland – warmth

–   Iran – death

–   Sweden – coldness

–   India – purity

w    Meanings of Yellow

–   U.S. – warmth

–   France – fidelity