1. Cross-Cultural Consumer Behavior: An International Perspective
Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK
Chapter 14
Cross-Cultural Consumer Behavior: An International Perspective

2. The Imperative To Be Multinational
Global Trade Agreements EU
NAFTA
Acquiring Exposure to Other Cultures
Country-of-origin Effects

3. Country of Origin Effects: Negative and Positive
Many Chinese consumers consider Sony high-end and high-quality, but may refuse to buy due to animosity toward Japan
High-animosity consumers own fewer Japanese products than low-animosity consumers

4. Cross-Cultural Consumer Analysis
Research to determine the extent to which consumers of two or more nations are similar in relation to

5. Issues in Cross-Cultural Consumer Analysis
Similarities and Differences Among People
Time Effects
The Growing Global Middle Class
Acculturation
Research Techniques

6. Table 14.2 Some Comparisons
Chinese Cultural Traits
Centered on Confucian doctrine
Submissive to authority
American Cultural Traits
Individual centered
Emphasis on self-reliance
Primary faith in rationalism

7. The Effect of Guo Qing
Due to the one-child policy in China, families emphasize high quality purchases for their “
Children in China are given more than $3 billion collectively to spend as they wish and influence about 68% of parental spending.

8. Table 14.3 The Pace of Life SPEED IS RELATIVE
(rank of 31 countries for overall pace of life and for three measures)
Switzerland 3 1
WALKING 60 FEET
OVERALL PACE 2
PUBLIC CLOCK
POSTAL SERVICE
Ireland 11
Germany 5 8
Japan 7 4 6
Italy 10 12
England 13 9
Sweden
Austria 23
Netherlands 25 14
Hong Kong

9. Acculturation

10. Table 14.4 Basic Research Issues in Cross-Cultural Analysis
FACTORS
Differences in language and meaning
Differences in consumption patterns
Differences in the perceived benefits of products and services
EXAMPLES
Words or concepts may not mean the same in two different countries.
The income, social class, age, and sex of target customers may differ dramatically in two different countries.
Two countries may differ substantially in the level of consumption or use of products or services.
Two nations may use or consume the same product in very different ways.

11. Table 14.4 continued FACTORS
Differences in the criteria for evaluating products and services
Differences in economic and social conditions and family structure
Differences in marketing research possibilities
EXAMPLES
The benefits sought from a service may differ from country to country.
The “style” of family decision making may vary significantly from country to country.
The types and quality of retail outlets and direct-mail lists may vary greatly among countries.
The availability of professional consumer researchers may vary considerably from country to country.

12. The Feasibility of Consumer Telephone Research in Asia
COUNTRY
FEASIBILITY
Australia
yes
China, Mainland
no, but within five years in big cities
Hong Kong
yes, best method by far
India
yes, for big cities and in English
Indonesia
yes, in Java, Bali and Sumatra
Japan
yes
South Korea
yes

13. Alternative Multinational Strategies: Global Versus Local
Favoring a “World Brand”
Adaptive Global Marketing
Framework for Assessing Multinational Strategies
Global
Local
Mixed

14. Figure 14.3 Leading Wrist-Watch Manufacturer Uses Global Advertising Strategy

15. Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold.

16. Table 14.6 A Framework for Alternative Global Marketing Strategies
PRODUCT STRATEGY
COMMUNICATON
STRATEGY
STANDARDIZED COMMUNICATIONS
LOCALIZED COMMUNICATIONS
STANDARDIZED PRODUCT
Global strategy:
Uniform Product/ Uniform Message
Mixed Strategy:
Uniform Product/ Customized Message
LOCALIZED PRODUCT
Mixed strategy:
Customized Product/ Uniform Message
Local Strategy:
Customized Product/ Customized Message

17. Advertising to the World’s Consumers PER-CAPITA MEDIA SPENDING*
REACHING PEOPLE
(media spending per capita for top-ranking and bottom ranking countries, 1996)
RANK
COUNTRY
PER-CAPITA MEDIA SPENDING* 1
Japan
$2,137 2
United States
1,861 3
France
1,845 4
Germany
1,593 5
Netherlands
1,517 6
Denmark
1,504 7
Belgium
1,357 8
United Kingdom
1,286

18. Table 14.8 Six Global Consumer Segments
Strivers
23%
Altruists
18%
Devouts
22%
Fun Seekers
12%
Creatives
10%
Intimates
15%

19. Marketing Mistakes: A Failure to Understand Differences
Product Problems
Promotional Problems
Pricing and Distribution Problems

20. Consider Color Meanings of Blue Holland - warmth Iran - death
Sweden - coldness
India - purity
Meanings of Yellow
U.S. - warmth
France - fidelity