Muslim religion believes that by wearing long dresses, they honor Ala. Rather, a variety of situational variables dictate when cultural differences due to styles of thinking will emerge. Businesses that deal with products from such animals, including the sausage industry, should consider the market in which they advertize their products. Due to the emergence of many diseases, cultures have shifted. The way in which the system adapts to its habitat is essential in the use of technology in distribution of various resources. A comparison between Germany and the U.S. College Nürtingen University Grade 1,0 Author Eva Sutter (Author) Year 2004 Pages 28 Catalog Number V35648 ISBN (eBook) 9783638354943 File size 1315 KB Language English Notes Cultures, such as those from East Asia, are branded conscious. Cross-Cultural Consumer Behavior Brad Lytle PSY/322 March 12, 2012 Chawn Williams Cross-Cultural Consumer Behavior When a company makes the decision to market their product or service to multiple cultures, they must be very aware of the intricacies and differences between each of the cultures. The relevant literature form cross-cultural psychology, anthropology, consumer behavior and international marketing is reviewed in an attempt to describe the impact culture has on salient consumer behavior constructs of perception, information processing, value systems, and self concept and offer hypotheses for … Cross-cultural consumer behavior and marketing communications become substantial in international business to business environments. They include advertisement, publicity, personal selling, sales promotion and direct marketing (Sumeet, 2014). Several consumers prefer online shopping because of the benefits that come with it. Older people tend to be conservative. Marketers in such areas should avoid selling short clothes as they will not have any clients. Different countries carry out various sporting activities. Start studying Chapter 13:Cross-Cultural Consumer Behaviour: An international Perspective. Indians tend to show high levels of uncertainty avoidance compared to the Chinese and Malays. The benefits comprise ease in bargaining, happen at one’s comfort, existence of a number of varieties to pick from, and are not tiring. Furthermore, marketers need to do market research on the products that the youth likes the most. Due to such factors, marketers can start manufacturing products that suit such consumer needs and wants. The influence of culture on consumer behavior is profound, and if misunderstood or taken lightly, then the product might fail in the new cultural market. Language translation can be easily detected when barriers start occurring in communication, and the total translations will be useless or ludicrous. It is evident that dress codes affect different cultures as people tend to take an example from other cultures. From the rationalization above, it is clear that values and attitudes vary from one country to another. When cross-culture consumer behaviors are compared to countries, the differences are found to be prominent. Most people view that particular accents are a way of loyalty and familiarity to a particular geographic region. Other features are: culture determines needs, culture consists of differences and similarities and the cultural organizations are convergent (Gaussorgues et al., 2009). The Malays and Indians can exhibit ethnocentric behaviors more compared to the Chinese. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. Therefore, marketers and sellers should consider adding pictures, diagrams or graphics when advertising a product, to help everyone understand the product. Through use of the Internet, marketers can also sell products. Every research begins here. Marketers should move across cultural boundaries to ensure they increase their sales, as well as create a rapport with their clients. The V-sign in the US is a sign of goodwill, while in Australia it signifies a sexual meaning. Marketers interested in global expansion are especially interested in understanding cross-cultural differences in purchasing and consumption. They should develop high-quality and well-branded products that will enable large purchases. Gross translation errors waste time and cause fatigue to the parties involved. Hence, they will easily understand an advert, however complex it may be. That makes it difficult for the Chinese to share information regarding product determination, which makes it difficult for marketers to make decisions concerning communication. Education level and its quality are other critical points that businesses should not overlook while carrying out marketing. Culture is the set of attitudes, customs, art, laws, morals, beliefs and ways of doing things by a reasonable set of people. In cultures such as India, there is high cultural homogeneity to the extent that market solutions are generated, developed and applied to large populations with greater efficiency (Kwon Jung,KDI School of Public Policy and Management, 2004). Marketing as a way of making users aware of available products makes it possible to understand the possible cross-cultural consumer behaviors. Research in promotion is necessary as it facilitates the increase in sales and ensures that the target market is aware of the existence of the product. The thesis for this paper stated the cultural factors that evoked consumers’ buying decision. First, … Such relationship should be ensured. However, the best way to learn about varied cultures is through personal relationship with the people of the various cultures available in different places. Technology enables secure connection between people across the globe within a moment's notice; although some cultures treat the matter differently (Liu-Thompkins, 2011). In certain regions, individual language accents represent different social classes in geographical location and it represents the social patterns of a culture. a) Culture Culture is the essential character of a society that distinguishes it from other cultural groups. Total market strategy B. Parents tend to make decisions on the purchase of young children's products. Therefore, it can look strange or unacceptable in a community where women are not allowed to wear business suits. They are likely to concur well with radio advertisements or visual messages with pictures. Thus, manufacturers are limited in the ability to produce products that are competitive, such as OLX application (International Communication Association, 2006). The elderly tend to concentrate on more expensive items and luxury items due to the fact that most of them are retired and want to enjoy their time. Which luxury perceptions affect most consumer purchase behavior? Save time and never re-search. It ensures that they focus on the potential customers, in addition to knowing what they prefer, thus, satisfying their desires. Assessing cultural change still remains a difficult task and marketers are likely to continue to face problems when attempting to understand, appreciate, and reflect changing cultural values. Doing so will have a huge impact on the sales made and frequency of the product being bought. Promoters should ensure they customize their products to a competitive level in the market so that they can attract the youth. Thus, they influence consumer choice more (Kwon Jung, KDI School of Public Policy and Management, 2004). For proper communications with the general public, it's important for marketers to understand how different cultures affect consumer behavior. Different people react differently to such factors, thus, the need for marketers to seek cultural guidance in the making of promotional plans for specific products. For messages to be understood better, marketers need to use people's local language as most people tend to know that kind of language more than the other secondary languages. Cross-Cultural Consumer Behavior: A Review of Research Findings. It is their role to determine how the users will perceive their products in the future and whether they will still retain the market base that they have today. Thus, they tend to purchase their products from companies that have political backing. Traditions are central to the ways that culture influences consumer behavior. Marketers should seek spiritual advice before developing an advertising medium. The use of correct information enables users to give suggestions on areas that companies need to improve on, thus, leading to high-quality products that satisfy consumer needs. However, in order to influence online shopping from consumers, marketers need to put in mind several factors, which influence a customer to consider shopping online. The upper social classes prefer the use of books and magazines, while the sub-class consumers use television. Businesses can learn more about different cultures through reading of various literatures available. The youth also like music and fashion wear. Non-verbal behavior is whereby knowledge of culture, when conveyed by what a person says, represents a portion of what a person has communicated. It makes promotion easy to convince consumers buy a particular product. If the ruling party discovers that the opposition has conspired with another nation, the ruling party can stop all business with that country. A cross-cultural exploratory study in France, the United Kingdom and Russia. Many researches should be carried out to determine different international marketing trends and their relationship to various cultures available in different societies. Consumers tend to have an attitude when it comes to a particular product being made in a particular country. A consumer’s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. Cross-Cultural Consumer Behavior and Marketing Communications, A Comprehensive Look at Small Business Management, Airport Privatization: Situation And Prospects. Cross-Cultural Consumer Behavior and Marketing Communications Introduction. The Chinese seek for quality and have a desire for a long-lasting product; it makes them devote more time to search for high-quality products and performance (Soares, 2004). The vuvuzela was later banned from use in most nations due to its sound that could lead to destruction of the eardrum. Religion is another cultural factor that marketers and businesses need to consider. Cross-cultural marketing is now table stakes. Loyalty can be a disadvantage to them because they do not explore new markets or products. For example, in the World Cup held in South Africa, a new culture of the vuvuzela use was introduced as a way of supporting different games. Global Powers of Luxury Goods 2015. related to consumer behavior based on general personality traits, or general needs and . Asking for availability before making the call is the best way to avoid any confusion. Cross-cultural communication is a complicated but interesting subject involving consumer behavior, cultural factors and influences. Journal of International Consumer Marketing ISSN: 0896-1530 (Print) 1528-7068 (Online) Journal homepage: Most aspects of consumer behavior are culture-bound. The ban was aimed at maintaining a harmonious relationship with the Muslim brothers (Gaussorgues et al., 2009). The rule of ‘social distancing’ is now effective in many countries, which literally means people must keep a physical distance from each other (at least 1 meter) in social settings.This strategy is strongly recommended by scientists and it is hoped that it can prevent the rapid transmission of COVID-19.As a result, many shopping … Fishbein and Ajzen 1975; Ajzen and Fishbein 1980), by incorporating Triandis's (1994) Model of Subjective Culture and Social Behavior Relationships. The greater the similarity between nations, the more feasible it is to use relatively similar strategies in each nation. During George Bush's visit to Australia, he held up two of his fingers in V-shape and that was interpreted differently as in the US. Other religions restrict the dress code of their church members; in SDA-dominated region organization should develop more decent ways of advertisement. They also tend to be loyal in purchase of the brands that they used years ago due to their conservative nature. There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Cross-cultural study is an extremely important activity for a multinational marketer. That will influence immense online shopping from the targeted consumer. Religious individuals tend not to eat certain food stuff. Thus, they have high social perception and power prestige than those from the Western part of the continent. Social classes pronounce their preferences when speaking about clothing, furniture, games, entertainment, automobiles and certain products and brands. Consumer Behavior, Marketing Strategy and Cross-Cultural Variations in Consumer Behavior Consumer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Marieke de Mooij et al. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different. That will promote tremendous online shopping; hence, increased revenue. Once connected, speak clearly so that you are understood by all the target individuals in the market. Attitudes toward accents and dialects create barriers to global marketing communications, as well. The evaluation and analysis of consumer behavior are aimed at establishing and maintaining an enhanced relationship at a profit so that both parties achieve their objectives. In the Spanish culture, they have very long lunch breaks lasting for two to three hours (Liu-Thompkins, 2011). People interpret the dress code differently, for example, a shoe polish company can do an advert showing polished shoes that will not be understood in a culture in which individuals wear sandals as the standard footwear. For that reason, marketers can use the Internet to share information about their products available in the market. January 1, 2010 Sree Rama Rao Human Resource Management. The Advertisers should take it into account due to the difference in the language used by both social classes. That will enable producers know not only the right kind of information to use on adverts, but also the right mode to use to reach the people. The decisions represent a unique market, multiple cultures, ethnic groups and languages. Due to cultural evolution, marketers must continuously monitor the socio-cultural environment to be able to successfully market an existing product or develop a new one. For example, in Indonesia and most of the Arab world it is offensive to expose feet soles to another person. Businesses should consider having their adverts translated to various languages. Certain animals, such as pigs, donkeys, monkeys and birds, such as eagles, turkey that the Bible is against, can rarely be consumed in a Christian setting (Luna & Gupta, 2001). The Concept of Culture. Consumer Behavior - Cross-Culture. Britain plays cricket, New Zealand plays Rugby, Netherlands adores cycling, as well as France and Spain (Kwon Jung, KDI School of Public Policy and Management, 2004). Culture is comprehensive as it involves individual thoughts, actions, behaviors and processes. Ladies like beauty, thus beauty products should be sold in female institutions. More recently, researchers have recognized that culture does not have a pervasive effect on consumer behavior. Find papers from over 170m papers in major STEM journals. In Britain, a Tourism Australian company launched an advertising campaign that was entitled “so where the bloody are you?” The $130 million campaign that featured on all standard icons of Australia was banned by the British Advertising Standards Authority in the year 2006 (Guang & Trotter, 2012). In the context of social exchange and interpersonal relations in China, face and public reputation is a significant value. A consumer’s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. They need to put values first before money. Socio-cultural factors comprise of different cultural, economic and instrumental variables, which determine different consumer buying patterns. Chinese consumers tend to be loyal to their providers (Kwon Jung, KDI School of Public Policy and Management, 2004). Games, such as football and rugby, are associated with the young, aged less than forty years. Products should be promoted differently from one nation to another as each nation has its code of conduct. From the above explanations, it is understandable that a culture is the foundation of all communities. Kinesics, such as how individuals walk, gestures, how someone stands, sits, and bows, are in some instances determined by culture. The use of eye contact is important in personal selling, although not all cultures support such aspect. culture, consumer behaviour, culture, consumer behaviour, ... Cross cultural marketingCross cultural marketing o To what extent the consumers of two or more nations are similar or different.similar or different. Cultural Factors, culture, subculture and social class to be examined under three headings (Durmaz and Jablonski, 2012: 56). In the recent years, the youth have developed cultures where they listen to the same music, search for information on the Internet and talk to each other on the phone. & receive high quality custom written paper. Games, such as athletics, motorsports, tennis, car racing, are associated with the young generations who are energetic. Such platforms have made it easy to market a product through the Internet. Cultural Factors Influencing Consumer Behavior Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the … The Hofstede model is used to explain variance. They could either be loved or hated depending on what they have used in promoting or advertising their products. People want to be fit and healthy. Hence, clothing marketers should concentrate on the young generation. They will also be inconveniencing the residents of the area. (PDF) Cross-Cultural Consumer Behavior: A Review of Research Findings | Marieke de Mooij - Academia.edu Academia.edu is a platform for academics to share … Subtle shadings are caused by misinterpretation and misunderstanding of words (Sumeet, 2014). Research on cultural styles of thinking and consumer behavior has proliferated in recent years. An example was in China where Nike television was banned for showing a commercial American basketball star James LeBron in a battle with Kung Fu animated cartoon masters and two dragons (Soares, 2004). In a Muslim religion, there is time that they usually carry out their prayers. A model of cross-cultural consumer behavior is proposed, adding to the commonly accepted attitude-consumer behavior models (e.g. Marketers should not to use such words when carrying out different advertisements because it can result in the reduction of sales. Marketing techniques are ways used to make users aware of the fact that a particular product exists and a new product that was not previously in the market is launching. Cross-culture is the art whereby people compare different cultural behaviors, norms, attitudes and cultural values at the same time, reviewing the relationship between the various cultures. In another circumstance, some consumers tend to shift to another product when they discover that the product being offered to them is vague or it does not fit their personal requirements. Cultures are not static either; they evolve over time due to the interaction with other social classes, dramatic events and technological changes. Some individuals have attitudes when dealing with their way of dressing. Cross-Cultural Consumer Behavior Brad Lytle PSY/322 March 12, 2012 Chawn Williams Cross-Cultural Consumer Behavior When a company makes the decision to market their product or service to multiple cultures, they must be very aware of the intricacies and differences between each of the cultures. The level and quality of education may impact the medium or the type of message to be employed when carrying out marketing. Thus, they can easily give information that can be used in marketing communications. Conservative individuals mostly from the traditional setting tend to be rigid in decision making in relation to technologically produced items; thus, leaving marketers at a peculiar position. Some cultures have government pride and a sense of nationalism. In most cases, people bring the issue of proper dressing in cross-cultural meetings through ethnocentric prejudice. In other cases, the translation errors are due to disrespect from the person whose language and the messages are being brought. A major objective of cross-cultural consumer analysis is to determine how consumers in two or more societies are similar and how they are different. The development of the tightnessâlooseness distinction promises further insights into culture and consumer behavior (Li et al., 2017). Primary and secondary education is essential and children go to their local schools. The Muslims perceive the pigs as unholy animals to Mohammed to whom they worship. Another shift is the greater attention to the mechanisms of cultural influence. Journal of International Consumer Marketing. Marketers must consider coming up with adverts that can be translated to different languages, making them easy to understand by all language groups. Health and fitness have led to the circulation of more casual clothing and simpler home furniture as people tend to invest more in health and fitness. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior do … Therefore, marketers will succeed in promoting online shopping, thus, increased sales and revenues. As a result, marketer should use such events to attract customers, as well as make more sales. Considering all these factors will go a long way in influencing consumers to shop online, thus facilitating companies to make huge sales and revenues from online sales. In another case, most investment companies use adverts of women wearing suits to promote their banking products. Cultural and Cross-Cultural Influences Materialism Culture as a Process Rituals Materialism has been defined as the "importance a consumer attaches to worldly possessions." marketers should tailor thier marketing mixes to the The thesis for this paper stated the cultural factors that evoked consumersâ buying decision. One other issue that may be employed is the labeling of items that may not be easy to comprehend. Hence, online marketing has become a simple task. The use of slang can lead to increased sales, although, in some regions, the elder people can take that as an abuse of language and their dignity (Sumeet, 2014). By considering such factors, most marketers who deal with production of such services should focus their advertisements on the youth. Taking into consideration the television, it should be mentioned that the high-class users prefer drama and news, while the low-class consumers prefer sports and film programs. Ecology is a critical factor in cross-cultural consumer behavior. This attitude might be positive, negative, and neutral. Performing all the non-verbal cues facilitate immense online shopping. Even when a culture has a similar form of dressing, the message communicated by a choice of clothing is not always the same. Church leaders have a role in determining ethical behaviors of their faithful, for instance, where they influenced boycott of Disney. Companies should avoid developing adverts and promotions that are contrary to people’s values and attitudes. New products will not only create new markets but enable the organizations to make profits from them. Engaging the future luxury consumer. Such accents represent the business ability, economic class and educational level among American subgroups. Motivation B. Different communities use different languages that affect business activities across the globe. It is caused by the fact that individuals view the ads on the Internet and become interested in the products; thus, can buy goods online. Eye contact[ CITATION Gua121 \l 1033 ] affects personal selling, although marketers can avoid such behaviors when doing promotions in certain regions with such phenomenon. set of values and ideologies of a particular community or group of individuals Thus, that contributes to huge sales and increased revenues to companies. After assessment, the individual’s cultural profile is pinpointed inside the triangle, showing how close or how far it is to the world’s major cultural groups. Countries with low levels of literacy need advertisements that avoid written communication. During promotions, most adverts contain words that confuse the target audience, thus, leading to language problems. Companies should, thus, be careful when planning and executing their advertising plans as they determine their fate through them. The individual tends to give false messages concerning his or her tribe. Status C. Occupation … Business also fails as marketers from such countries cannot come to market in the other country. A. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior do-mains. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different.
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