1. Cross-Cultural Variations in Consumer Behavior

2. Different Cultures Why are we studying this?
“Americanization” of cultures

3. Culture Culture features Cultural Components Comprehensive Acquired
Complex
Cultural Components
Norms
Cultural values
Sanctions

4. Variations in Culture Other-Oriented Values
Environmental-Oriented Values
Self-Oriented Values

5. Other-Oriented Values
Individual/Collective
Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity

6. Environmental-Oriented Values
Cleanliness
Performance/Status
Tradition/Change
Risk-taking/Security
Problem Solving/Fatalistic
Nature

7. Self-Oriented Values Active/Passive Sensual Gratification/Abstinence
Material/Nonmaterial
Instrumental
Terminal
Hard Work/Leisure
Postponed/Immediate Gratification
Religious/Secular

8. Cultural Variations in Communication
Verbal Communication Systems
Nonverbal Communication Systems
Time
Monochronic
Polychronic
Space
Symbols
Friendship
Agreement
Things
Etiquette

9. Global Cultures What caused them? Global Demographics
Purchasing power parity
Cross-Cultural Marketing Strategy

10. Considerations Cultural homogeneity across the country
Needs of target market
Affordability of products to target market
Values of culture in terms of purchase and usage
Distribution, legal, and political structures
Communication of product
Ethical implications