Transcript Country of Origin Effects

Matakuliah
Tahun
: Perilaku Konsumen
: 2009
PERILAKU KONSUMEN LINTAS BUDAYA: Suatu
Persepektif Internasional
Pertemuan 13
Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
Chapter 14
Cross-Cultural Consumer
Behavior: An International
Perspective
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The Imperative To Be Multinational
• Global Trade Agreements
– EU
– NAFTA
• Acquiring Exposure to Other
Cultures
• Country-of-origin Effects
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The World’s Most Valuable Brands
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•
•
•
•
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1 Coca-Cola
2 Microsoft
3 IBM
4 GE
5 Nokia
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•
•
•
•
6 Intel
7 Disney
8 Ford
9 McDonald’s
10 AT&T
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Figure 14.1 The
Importance of
Country of Origin
Effects
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Country of Origin Effects:
Negative and Positive
• Many Chinese consumers consider Sony high-end
and high-quality, but may refuse to buy due to
animosity toward Japan
– High-animosity consumers own fewer Japanese products
than low-animosity consumers
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Issues in Cross-Cultural Consumer Analysis
•
•
•
•
Similarities and Differences Among People
Time Effects
The Growing Global Middle Class
Acculturation
– Research Techniques
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Table 14.2 Some Comparisons
Chinese Cultural Traits
• Centered on Confucian
doctrine
• Submissive to authority
• Ancestor worship
• Values a person’s duty to
family and state
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American Cultural Traits
• Individual centered
• Emphasis on self-reliance
• Primary faith in rationalism
• Values individual personality
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The Effect of Guo Qing
• Due to the one-child policy in China, families emphasize
high quality purchases for their “little emperor.”
• Children in China are given more than $3 billion
collectively to spend as they wish and influence about
68% of parental spending.
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Table 14.3 The Pace of Life
SPEED IS RELATIVE
(rank of 31 countries for overall pace of life and for three measures)
Switzerland
Ireland
Germany
Japan
Italy
England
Sweden
Austria
Netherlands
Hong Kong
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OVERALL
PACE
1
2
3
4
5
6
7
8
9
10
WALKING
60 FEET
3
1
5
7
10
4
13
23
2
14
POSTAL
SERVICE
2
3
1
4
12
9
5
8
14
6
PUBLIC
CLOCK
1
11
8
6
2
13
7
3
25
14
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Acculturation
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The learning of a
new “foreign”
culture.
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Table 14.4 Basic Research Issues in CrossCultural Analysis
FACTORS
Differences in language and meaning
EXAMPLES
Words or concepts may not mean the
same in two different countries.
Differences in market segmentation
opportunities
The income, social class, age, and sex of
target customers may differ
dramatically in two different countries.
Differences in consumption patterns
Two countries may differ substantially in
the level of consumption or use of
products or services.
Differences in the perceived benefits of
products and services
Two nations may use or consume the
same product in very different ways.
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Table 14.4 continued
FACTORS
EXAMPLES
Differences in the criteria for evaluating
products and services
The benefits sought from a service may
differ from country to country.
Differences in economic and social
conditions and family structure
The “style” of family decision making
may vary significantly from country to
country.
Differences in marketing research and
conditions
The types and quality of retail outlets
and direct-mail lists may vary greatly
among countries.
Differences in marketing research
possibilities
The availability of professional
consumer researchers may vary
considerably from country to country.
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Alternative Multinational Strategies: Global Versus
Local
• Favoring a “World Brand”
• Adaptive Global Marketing
• Framework for Assessing Multinational Strategies
– Global
– Local
– Mixed
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Figure 14.3 Leading
Wrist-Watch
Manufacturer Uses
Global Advertising
Strategy
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World
Brands
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Products that are
manufactured,
packaged, and
positioned the same
way regardless of the
country in which they
are sold.
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Table 14.6 A Framework for Alternative
Global Marketing Strategies
PRODUCT
STRATEGY
COMMUNICATON
STRATEGY
STANDARDIZED
COMMUNICATIONS
LOCALIZED
COMMUNICATIONS
STANDARDIZED
PRODUCT
Global strategy:
Uniform Product/ Uniform
Message
Mixed Strategy:
Uniform Product/
Customized Message
LOCALIZED
PRODUCT
Mixed strategy:
Customized Product/
Uniform Message
Local Strategy:
Customized Product/
Customized Message
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Table 14.8 Six Global Consumer Segments
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Strivers
23%
Devouts
22%
Altruists
18%
Intimates
15%
Fun Seekers
12%
Creatives
10%
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Marketing Mistakes: A Failure to Understand
Differences
• Product Problems
• Promotional Problems
• Pricing and Distribution Problems
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Mistake Samples
• Snapple: Japanese consumers preferred clear, less
sweet iced tea
• Oreos: Japanese consumers only wanted to eat the
base - no cream.
• Ikea: American windows are taller than European
windows.
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Consider Color
• Meanings of Blue
– Holland - warmth
– Iran - death
– Sweden - coldness
– India - purity
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• Meanings of Yellow
– U.S. - warmth
– France - fidelity
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TERIMA KASIH
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