Assignment - Buyer Behaviour

HK2011 Buyer Behaviour

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HK2011

Buyer Behaviour

Lecture 10:

Culture & Cross-Cultural Variations in

Consumer Behaviour

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Lecture Overview

OBJECTIVES

Concept of culture

How culture is shared and acquired

Cultural values: Classified into 3 categories

Culture & Non-verbal communications

Risks & opportunities of cross-cultural / ethnic

marketing

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Definition of Culture

Culture

Law

Art

Beliefs

Morals

Custom

Know-

ledge

Complex concept also including

any other capabilities acquired

by humans as members of society

Culture includes most

of what influences

an individual’s thought

processes &

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Variables Influencing Cross-Cultural Marketing

Strategies

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Culture

C U L T U R E  Is a comprehensive concept

 Influences our preferences

 Is acquired from our experiences and learning

 Supplies the boundaries for behaviour in modern

societies

 Consumers are seldom aware of cultural

influences

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Cultural Values, Norms, Sanctions and Consumption

Patterns

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Classification of Cultural Values

 Three broad classifications used:

OTHER-oriented

ENVIRONMENT-oriented

SELF-oriented

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Other-Oriented Values

 Individual vs. Collective (initiative, conformity)

 Romantic Orientation (love)

 Adult vs. Child (child’s place)

 Masculine vs. Feminine (male role)

 Competition vs. Cooperation (excel or not?)

 Youth vs. Age (wisdom of elders)

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Other-Oriented Values (cont.)

OTHER-oriented:

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Environment-Oriented Values

 Cleanliness (extent of)

 Performance vs. Status (performance or class)

 Tradition vs. Change (new behaviours?)

 Risk-taking vs. Security (risk encouraged?)

 Problem-solving vs. Fatalism (problem-solving

or acceptance encouraged?)

 Nature (admired or overcome?)

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Environment-Oriented Values (cont.)

ENVIRONMENT-oriented:

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Self-Oriented Values

 Active vs. Passive (physical activity)

 Material vs. Non-material approach (acquisition?)

 Hard work vs. Leisure (admire hard work?)

 Postponed vs. Immediate gratification (save/enjoy now)

 Sensual gratification vs. Abstinence (food, drink)

 Humour vs. Seriousness (is life serious?)

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Self-Oriented Values (cont.)

SELF-oriented:

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Cross-Cultural Variations:

Factors Influencing Non-Verbal Communications

Time

Space

Friendship

Agreements

Things

Symbols

Etiquette

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Time Perspective

Monochronic  One thing at a time

 Concentrate on one job

 Deadlines matter

 Commitment to task

 Adhesion to plans

 Promptness is valued

 Short-term relationships

Polychronic  Many things at once

 Highly distractible

 Deadlines are secondary

 Commitment to people

 Changing plans is easy

 Promptness depends

 Long-term preferred

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Etiquette

 Eye contact with business clients

 Touching a customer on the arm or shoulder

 Contact between males

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Translation Problems in Marketing

What’s in a word … when things go wrong…

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Developing a Cross-Cultural Marketing

7 relevant questions for cross-cultural marketing:

 Is it a homogenous culture?

 What needs will the product fill?

 Can enough afford the product?

 What values are relevant to this product?

 What are the distribution, political and legal structures?

 How can the firm communicate about the product?

 What are the ethical implications?

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Legal Restrictions on Advertising

 France: Ads for book publishers, foreign tourism,

supermarket chains, margarine and contraceptives are

banned. Children cannot be used in ads

 Germany: Ads may not inspire fear, encourage

superstition, or promote discrimination. Athletes may not

be shown drinking. Direct appeals to children are not

allowed. Comparative advertising is severely restricted

 Britain: Ads for undertakers, the Bible, matrimonial

agencies, fortune-tellers, private detectives,

contraceptives and pregnancy tests are banned.

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Lecture Summary

REMEMBER…

 Culture: Definition and Influential Factors

 Classification of cultural values

 Culture and Non-verbal communication

 Monochronic vs polychronic Time Orientation

 Translations Issues

 Government restrictions on advertising