Please enable JavaScript.
Coggle requires JavaScript to display documents.
cross-cultural consumer behaviour (global consumer market segments…
cross-cultural consumer behaviour
country of origin more influential for consumers with low multi-cultural competence
COO of products affect how consumers rate quality and which brands they ultimately select.
higher motivation and specific model of product= less likely to judge on COO information.
countries have product associations e.g. French wine, Italian pasta
consumers may refrain from purchasing products from particular countries due to animosity e.g. Japan & China
cross-cultural
consumer analysis
determine to what extend consumers of two or more nations are similar or different.
study structure
of value systems
1st dimension- openness to change vs. conservation
(self restriction,preservation of traditional practices & protection of stability)
2nd dimension-self enhancement vs. self transcendence
honour the pursuit of one's own relative success & dominance over others
values acceptance of others as equal and concern for their wellbeing
Cross Cultural Acculturation
Marketers must thoroughly orient themselves to V.B.C in order to position and market products being sensitive to and consistent with traditional or prevailing attitudes and values.
Develop a strategy to encourage members to modify/break traditions, change attitudes and behaviour
Time effects- value, importance of time, how time is spent at work differs across cultures
Issues in research
Differences in language & meaning, market segmentation opportunities, consumption patterns,perceived benefits of P&S ,criteria for evaluating P&S,economic & social conditions & family structure, marketing research conditions, way the ad is recalled
Decision
making
use shared needs and values (standardisation strategy)
use national borders (localisation strategy)
to decide, firm has to test consumer reactions to alternative products and promotional executions to decide if it will localise/standardise 1) product 2)communications
standisation is most successful for high-involvement products (high tech/high touch)
marketing mistakes
failure to modify products, promotions, pricing & distribution to cultural needs
Product Recognition Continuum
Stage ONE- heard/read about the brand but unavailable in domestic market
Stage TWO- view the brand as foreign and locally available
Stage THREE- national origin is known but does not affect product choice
Stage FOUR- part of the product made domestically, perceived as local and adapted
Stage FIVE- lost national identity, viewed as global/borderless
global consumer market segments
Strivers- value wealth, status, consider material things extremely important
Devouts- more traditional values,respect for elders,least media involvement,like western brands.
Altruists- interested in social issues and causesm well educated, older, more female than norm
Intimates- people people, focus on r/s, heavy users of media, give them something to talk about to others
Fun seekers- youngest group,value excitement,spend time at bars,restaurants and clubs, love EDM more global in lifestyle, especially music
Creatives- dedicated to tech,knowledge and learning,highest media consumers- books,magazines,newspapers.