1. 12 Cross-Culture Chapter Modular: Afjal Hossain Assistant Professor
Department of Marketing
Patuakhali Science and Technology University
Schiffman G. Leon & Kanuk Lazar Leslie Consumer Behavior, 8th ed. Ch. 14, p. ( )

2. Learning Objectives: How cross-culture satisfies international market?
How cross-culture is formed?
How cross-culture is measured in consumer behavior/ selling?
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

3. Definition: Cross-Culture & Analysis
The culture of two/ more nations. Cross-culture consumer analysis is the effort to determine to what extent the consumers of two/ more nations are similar or different.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

4. Basic Research Issues in Cross-Cultural Analysis:
Difference in language & meaning
Difference in market segmentation opportunities
Difference in consumption patterns
Difference in the perceived benefits of products and services
Difference in economic and social conditions and family structures
Difference in marketing research and conditions
Difference in marketing research possibilities
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

5. Objectives:
Similarities and differences among people
The greater the similarity between nations, the more feasible it is to use relatively similar marketing strategies in each nation. On the contrary, if the cultural beliefs, values & customs of specific target countries are found to differ widely, then a highly individualized marketing strategy is indicated for each country.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

6. Objectives: Time Effects
In USA, 80% of work time spent on task & 20% is used to social activities.
In India/ Nepal, 50% of each.
In Japan, social time is having tea with peers in the middle of the day.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

7. Objectives: The growing global middle class
Income equivalent to $5,000/yearly is considered a middle class people.
Acculturation is needed
Acculturation is the dual process: 1st marketer must thoroughly orient themselves to the values, beliefs & customs of the new society to approximately position and market their products.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

8. Objectives: Acculturation is needed
2nd To gain acceptance for a culturally new product in a foreign society, they must develop a strategy that encourages members of that society to modify or even break with their own traditions.
But in Saudi Arabia, It is illegal to stop people on the streets because most gatherings of 4/ more people are outlawed.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

9. Objectives: Applying research techniques
Language and/ word usages often differ from nation to nation.
Another issue is the scales of measurement.
In USA, 5/ 7 point scale is adequate but some other countries 10/ 20 point scale are used.
Research facilities i.e. telephone interviewing are not available in some countries.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

10. Importance of Cross-Culture:
To be multinational
Now marketing of a product is not limited to home country, it goes to other countries for their future growth.
Acquiring exposure to other countries
Consumers obtain a ‘taste’ of different cultures from contact with foreign movies, theater, art and artifacts, through travel, living and working in foreign countries or even by immigration.
Country of origin effects
Many consumers associate France with wine, fashon clothing and perfume, whereas Italy with pasta, furniture, shoes & sports. Japan with camera and China with consumer electronics.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

11. Importance of Cross-Culture:
Examples:
NAFTA (North American Free Trade Agreement) consisting of USA, Canada & Mexico provides free market access to these countries people.
ASEAN (Association of South-East Asian Nations) consisting of Indonesia, Singapore, Thailand, The Philippines, Malaysia, Brunei and Vietnam also provides free market access to these nations.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

12. Alternative Multinational Strategies:
Global vs Local
segment whether by ‘shared needs and values’ or by ‘national borders’
Favoring a world brand
world brand products are manufactured, packaged & positioned in exactly the same way for each country they are sold. Ex: Pantene & Olay oil are the 2 major world brand of Procter & Gamble.
Adaptive Global Marketing
Ronald McDonald has been renamed Donald McDonald in Japan because The Japanese language does not contain the letter ‘R’.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

13. Framework for assessing multinational strategies:
Product Strategy
Communication Strategy
Standardized Communication
Localized Communication
Standardized product
Global Strategy:
Uniform product/
Uniform message
Mixed Strategy:
Uniformed product/
Customized message
Localized product
Customized product/
Local Strategy:
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

14. Framework for assessing multinational strategies:
When looking for success in a foreign market, it has been suggested that a company shuld remember 3 P’s:
Product
Place
People
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

15. Degree of fit between marketing strategies and 3 P’s:
Specific Elements
Standardization
Localization
Product
Technology
Culture bound
Reputation
Product perception
High
Low
Sterling
Poor or unknown
Place
Economy
Partners
Competition
Prosperous
Few
Struggling
Plentiful
Intense
People
Tastes
Sophistication
Segments
Classification
Little preference
Industrial/ Consumer durables
High preference
Many
Consumer nondurables
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

16. Cross-Cultural Psychographic Segmentation:
There are 6 psychographic segmentation variables are:
Segment Name
Descriptions
Strivers
They consider material things extremely important i.e. value wealth, status, ambition, and power. Ex: Computers
Devout
Have more traditional values like faith, duty, obedience and respect. Least involved in media/ western brands.
Altruists
Interested in social issues and causes. Generally well educated & older (median age 44) i.e. Russia & Latin America
Intimates
They are focused on relationship close to home i.e. spouses, family or friends. Heavy users of media/ talking with others.
Fun Seekers
Youngest group. They value adventure, excitement, pleasure etc. They are focused on electric media (music).
Creative
Dedicated to technology, knowledge & learning from books, magazines & newspapers.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

17. Marketing Mistakes: Product Problems
Different country has different choices. Ex: Japan consumers preferred clearer, les sweet iced tea.
The same color often has different meanings in different cultures.
Ex: Blue – Holland (warmth); Iran (death); India (purity)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

18. Marketing Mistakes: Promotional problems
Promotional message must be consistent with the language and customs of the particular target society.
The word ‘clock’ in Chinese sounds like the word ‘death’
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

19. Marketing Mistakes: Pricing & Distribution problems
Japan products will be value less if there are not sufficient middle men because to reach the products to the consumer they use a lot of middle men.
But USA just opposing Japan.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –