Transcript Cross-Cultural Consumer Behavior

Cross-Cultural Consumer Behavior
The Imperative to be
Multinational
 Global
trade agreements
– EU
– NAFTA
 Increasing
exposure to other cultures
 Country-of-origin effects
Differences in Lifestyles and
Beliefs
 Differences
in language and meaning
– Verbal language
– Non-verbal language
– How consumers of a given culture think,
read, and write language
 Differences
in market segmentation
opportunities
– Income, SES, age, and sex of target
consumers may vary dramatically between
any two countries
 Global
middle class is emerging
 Differences
in consumption patterns
 Differences
in the perceived benefits of
products and services
 Differences
in the criteria for evaluating
products and services
 Differences
in economic and social
conditions and family structure
 Differences
conditions
in marketing research
Multinational Strategies
 World
brand
– A product that is manufactured, packaged,
and positioned in the same way in every
culture in which it is sold
 Adaptive
global marketing
– Adapt advertising message to specific
cultural values
– Adapt product to honor cultural values
Product Recognition Continuum
Framework for Alternative
Global Marketing Strategies
Framework for Determining
Program Standardization
Target
Market
Market
Position
Nature
Of Product
Environment
Organization
Factors
Degree of Program
Standardization
Performance in
Program Markets