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Cross-Cultural Variations in Consumer Behavior

Cross-Cultural Variations in Consumer Behavior. Different Cultures. Why are we studying this? “Americanization” of cultures. Culture. Culture features Comprehensive Acquired Complex Cultural Components Norms Cultural values Sanctions. Variations in Culture. Other-Oriented Values

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Cross-Cultural Variations in Consumer Behavior

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  1. Cross-Cultural Variations in Consumer Behavior

  2. Different Cultures • Why are we studying this? • “Americanization” of cultures

  3. Culture • Culture features • Comprehensive • Acquired • Complex • Cultural Components • Norms • Cultural values • Sanctions

  4. Variations in Culture • Other-Oriented Values • Environmental-Oriented Values • Self-Oriented Values

  5. Other-Oriented Values • Individual/Collective • Youth/Age • Extended/Limited Family • Masculine/Feminine • Competitive/Cooperative • Diversity/Uniformity

  6. Environmental-Oriented Values • Cleanliness • Performance/Status • Tradition/Change • Risk-taking/Security • Problem Solving/Fatalistic • Nature

  7. Self-Oriented Values • Active/Passive • Sensual Gratification/Abstinence • Material/Nonmaterial • Instrumental • Terminal • Hard Work/Leisure • Postponed/Immediate Gratification • Religious/Secular

  8. Cultural Variations in Communication • Verbal Communication Systems • Nonverbal Communication Systems • Time • Monochronic • Polychronic • Space • Symbols • Friendship • Agreement • Things • Etiquette

  9. Global Cultures • What caused them? • Global Demographics • Demographics • Purchasing power parity • Cross-Cultural Marketing Strategy

  10. Considerations • Cultural homogeneity across the country • Needs of target market • Affordability of products to target market • Values of culture in terms of purchase and usage • Distribution, legal, and political structures • Communication of product • Ethical implications

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