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PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit
CHAPTER 02 CrossCultural Variations in Consumer Behavior McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved PART II: EXTERNAL INFLUENCES 2-2 Learning Objectives L0 Define the concept of culture L0 Describe core values that vary across culture and influence behaviors L0 Understand cross-cultural variations in nonverbal communications L0 Summarize key aspects of the global youth culture L0 Understand the role of global demographics L0 List the key dimensions in deciding to enter a foreign market 2-3 Consumer Behavior In The News… Changing Global Demographics Can you guess what percent of purchasing power is held by Japanese consumers in the 50+ age category? 25% 45% 65% 80% Source: “In Asia, Markets Pay Heed to a Growing Older Population,” Advertising Age, October 17, 2011, p 10 2-4 Consumer Behavior In The News… Changing Global Demographics Percent of purchasing power held by Japanese consumers in the 50+ age category? 80%: If you said 80% you were correct! Mirrors aging Baby Boom in United States “Easier-to-Use” products key BUT: Electric guitars a big hit too!!! Can you relate this to the popularity of karaoke as business socializing tool in Japan? Source: “In Asia, Markets Pay Heed to a Growing Older Population,” Advertising Age, October 17, 2011, p 10 2-5 Marketing Across Cultural Boundaries is a Difficult and Challenging Task 2-6 Video Application The following Video Clip demonstrates how Oreo adapts globally to “be the number one cookie in the world.” 2-7 2-8 Globalization Globalization changing from One-way influence from U.S to other countries to… Mutual influence Four major world citizens Global citizens Global dreamers Antiglobals Global agnostics 2-9 The Concept of Culture Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society 2-10 Applications in Consumer Behavior Sensual Gratification/Abstinence Ad for Calvin Klein underwear: OK in U.S and France Not appropriate in cultures that place a high value on abstinence 2-16 Cultural Variations in Nonverbal Communications 2-17 Cultural Variations in Nonverbal Communications Time The meaning of time varies between cultures in two major ways: • Time perspective • Time Interpretations 2-18 Cultural Variations in Nonverbal Communications Space • Overall use and meanings assigned to space vary widely among different cultures 2-19 Cultural Variations in Nonverbal Communications Symbols Colors, animals, shapes, numbers, and music have varying meanings across cultures Failure to recognize the meaning assigned to a symbol can cause serious problems! 2-20 Cultural Variations in Nonverbal Communications 2-21 Cultural Variations in Nonverbal Communications Relationships How quickly and easily cultures form relationships and make friends? • Americans tend to form relationships and friends quickly and easily • Chinese relationships are much more complex and characterized by guanxi 2-22 Cultural Variations in Nonverbal Communications Agreements How does a culture ensure business obligations are honored? How are disagreements resolved? Some cultures rely on a legal system; others rely on relationships, friendships, etc 2-23 Cultural Variations in Nonverbal Communications Things The cultural meaning of things leads to purchase patterns that one would not otherwise predict The differing meanings that cultures attach to things, including products, make gift giving a particularly difficult task 2-24 Cultural Variations in Nonverbal Communications Etiquette The generally accepted ways of behaving in social situations Behaviors considered rude or obnoxious in one culture may be quite acceptable in another! Normal voice tone, pitch, and speed of speech differ between cultures and languages, as the use of gestures International Business Minute Discusses Etiquette YouTube Spotlight 2-25 Global Cultures A Global Youth Culture? • Mass media and the Internet have had an impact of uniformity among teens around the world • They tend to watch many of the same shows, movies and videos, listen to the same music, and dress alike • Technology is important factor but U.S youth and brands no longer lead the way 2-26 Global Demographics Demographics describe a population in terms of its size, structure, and distribution • Demographics are both a result and a cause of cultural values • For example, densely populated societies, such as China, are likely to have more of a collective orientation than an individualistic one • Disposable income is one aspect of demographics the rapid growth in personal income in parts of China has led to an overall market explosion! 2-27 Global Demographics Marketers increasingly use Purchasing Power Parity (PPP) rather than average or median income to evaluate markets PPP is based on the cost of a standard market basket of products bought in each country The following shows four countries in terms of PPP: Country Per Capita Income % of Total income (to top 10%) Per Capita PPP Brazil $4,791 45% $8,596 China $1,721 35% $4,091 United Kingdom $37,266 29% $31,580 United States $41,674 30% $41,674 2-28 Cross-Cultural Marketing Strategy Considerations in Approaching a Foreign Market Homogeneous versus Heterogeneous with Respect to Culture? What Needs Can the Product Fill in this Culture? Can Enough People Afford the Product? What Values are Relevant to the Purchase and Use of the Product? What are the Distribution, Political and Legal Structures for the Product? In What Ways Can We Communicate About the Product? What are the Ethical Implications of Marketing This Product in This Country? 2-29 Applications in Consumer Behavior This Chinese Dunkin’ Donut store is an example of glocalization Notice the mix of standard and customized themes (color and symbols) © Ted Hornbein 2-30 ... How quickly and easily cultures form relationships and make friends? • Americans tend to form relationships and friends quickly and easily • Chinese relationships are much more complex and characterized... Country? 2-29 Applications in Consumer Behavior This Chinese Dunkin’ Donut store is an example of glocalization Notice the mix of standard and customized themes (color and symbols) © Ted Hornbein... U.S youth and brands no longer lead the way 2-26 Global Demographics Demographics describe a population in terms of its size, structure, and distribution • Demographics are both a result and a cause