1. “EMIC (PHONEMIC) VERSES ETIC (PHONETIC) APPROACHES TO CULTURE AND THEIR APPLICATION /IMPLICATION TO INTERATIONAL MARKETING RESEARCH “

2. Segmentation of markets (using micro-level bases) Bases for segmentation:  Lifestyle factors and profit benefits  Responses to marketing  Cultural traits  Attutudes  Hybrid factors (values, benefits, demographics) Micro-segmentation: segments based on behavioural factors  consumer responsiveness to elements of the marketing program  understanding the nature of consumer orientation towards the product and its appeal

3. EMIC approach – micro-level Culture influences consumer behaviour through its manifestations: values  values (centrally held, enduring belief which drives an individual‘s behaviour)  heroes rituals  rituals (behaviour repeated over time, involving the consumption of goods)  symbols  symbols (language, gestures, pictures) (Hofstede, 1997) EMIC approach to cross-cultural consumer research:  description of the uniqueness of individual societies  focus is upon understanding issues from the viewpoint of the subjects being studied  provides “culture-rich“ information

4. What are the components of consumer behaviour? Cognition  Cognition (memory structures or self-constructuals) Affect  Affect (intention formation process and its outcome) Attitude  Attitude (towards an entity) Behaviour  Behaviour (individual choices and behaviour patterns) An individual‘s behaviour is a result of that individual‘s cultural value system. Emic reseachers view culture as inseparable from the individual, as an inherent quality. Consumer behaviour

5. Cultural Value System Symbols VALUES HeroesRituals Consumer behaviour Cognition Affect Behaviour Marketing Communications Marketing Research Interaction of culture and consumer behaviour

6. Managerial Implications for Segmentation (-Targeting-Positioning)

7. Intial move into “similar“ cultures (requires broader etic approach) Current moves into “new“ and “differing“ cultures (requires emic understanding on mirco-level, before application to etic) cross-cultural research The very name cross-cultural research embodies both approaches: To be “cultural“ requires the emic viewpoint, and “cross“ requires the etic perspective