CHAPTER TWO

Cross-Cultural
Variations
Cross-Cultural Variations
in
Consumer
Behavior
in Consumer Behavior
McGraw-Hill/Irwin

Copyright 2004 by The McGraw-Hill Companies, Inc. All rights

Cultural Factors

CHAPTER

The Concept of Culture

Culture: The complex whole that

includes knowledge, belief, art, law,

morals, customs, and any other
capabilities and habits acquired by
humans as members of society
Key issues:
Comprehensive
Acquired
Boundaries
Seldom Aware
CHAPTER

Values, Norms, and Sanctions

CHAPTER

Variations in Cultural Values

Otheroriented
values

Environmentoriented
values
Selforiented
values

CHAPTER

Societys view
of relationships
between people

Societys view
of relationships
with environment
Objectives/
approaches
to life society
finds desirable

Consumption
Purchase
Communications

Other-oriented Values

Individual/Collective: Membership
Extended/Limited Family: Grandparents
Adult/Child: US versus other Countries
Masculine/Feminine: Rank, Prestige
Competitive/Cooperative: Comparative Ads
Youth/Age: Elders
CHAPTER

Environment-oriented Values

Cleanliness: How Much?

Performance/Status: Branded Goods
Tradition/Change: Innovation
Risk taking/Security: Entrepreneur
Problem-solving/Fatalistic: Acceptance
Nature: Social Responsibility

CHAPTER

Self-oriented Values

Active/Passive: DO SOMETHING!
Material/Nonmaterial: Instrumental/Terminal
Hard work/Leisure: Vacation?
Postponed gratification/Immediate
gratification: Credit

Sensual gratification/Abstinence: Differences

Humor/Serious: Superficial
CHAPTER

Consumer Insight 2-1

The coffee bar concept, coupled with high-quality,

strongly flavored coffee, obviously transferred

successfully from the Italian to the American cultu
re. However, America has traditionally embraced c
offee. Will Starbucks work in countries where tea i
s the dominant drink?
What values will affect Starbucks success in
China?
What ethical issues should Starbucks consider as it
enters developing countries?

CHAPTER

Language Issues

10

CHAPTER

Factors Influencing Nonverbal Communication

11

CHAPTER

Nonverbal Factors

12

Time
Time perspective
Meanings in the Use of Time

Space
Office Space
Personal Space

Symbols

CHAPTER

The Meaning of Numbers, Colors, & Symbols

13

CHAPTER

Nonverbal Factors (continued)

14

Friendship
The concept of guanxi
Agreements

Things
Etiquette

CHAPTER

Global Demographics

15

Purchasing Power Parity

Different Cultures areDifferent!
Knowing and Addressing is the Trick

CHAPTER

Approaching a Foreign Market

16

CHAPTER

Geographic area
Are needs the same?
Size of market?
Are values consistent?
Distribution, Politics, and Legal structures?
How do we communicate?
Are there any ethical implications?