consumer behavior, ninth edition schiffman & kanuk chapter 14 cross-cultural consumer behavior:...
TRANSCRIPT
![Page 1: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/1.jpg)
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Chapter 14
Cross-Cultural Consumer Behavior: An International
Perspective
![Page 2: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/2.jpg)
14 - 2Copyright 2007 by Prentice Hall
Chapter Outline
• The Imperative to Be Multinational
• Cross-Cultural Consumer Analysis
• Alternative Multinational Strategies
• Cross-Cultural Psychographic Segmentation
![Page 3: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/3.jpg)
14 - 3Copyright 2007 by Prentice Hall
The Imperative to Be Multinational
• Global Trade Agreements– EU– NAFTA
• Acquiring Exposure to Other Cultures
• Country-of-origin Effects
![Page 4: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/4.jpg)
14 - 4Copyright 2007 by Prentice Hall
Table 14.1 The World’s Most Valuable Brands
1. Coca-Cola2. Microsoft3. IBM4. GE5. Intel6. Disney7. McDonald’s8. Nokia9. Toyota10.Marlboro
![Page 5: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/5.jpg)
14 - 5Copyright 2007 by Prentice Hall
Most of these brands offer
different Web sites for each
country.
weblink
![Page 6: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/6.jpg)
14 - 6Copyright 2007 by Prentice Hall
Discussion Questions
• What challenges may Toyota have faced to get this status?
• What might they have done right in their marketing strategy to achieve this status? Consider the 4Ps.
![Page 7: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/7.jpg)
14 - 7Copyright 2007 by Prentice Hall
Country of Origin Effects: Negative and Positive
• Many consumers may take into consideration the country of origin of a product.
• Some consumers have animosity toward a country– People’s Republic of China has some animosity to
Japan– Jewish consumers avoid German products– New Zealand and Australian consumers boycott
French products
![Page 8: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/8.jpg)
14 - 8Copyright 2007 by Prentice Hall
Swiss Watches
![Page 9: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/9.jpg)
14 - 9Copyright 2007 by Prentice Hall
More Swiss Watches
![Page 10: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/10.jpg)
14 - 10Copyright 2007 by Prentice Hall
Can’t Beat the EngineeringThe “American” Twist
![Page 11: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/11.jpg)
14 - 11Copyright 2007 by Prentice Hall
This U.S. Government
Web site helps those who
want to buy USA products.
weblink
![Page 12: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/12.jpg)
14 - 12Copyright 2007 by Prentice Hall
National Identity Figure 14.2
![Page 13: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/13.jpg)
14 - 13Copyright 2007 by Prentice Hall
Cross-CulturalConsumer Analysis
The effort to determine to what
extent the consumers of two
or more nations are similar or different.
![Page 14: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/14.jpg)
14 - 14Copyright 2007 by Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• The greater the similarity between nations, the more feasible to use relatively similar marketing strategies
• Marketers often speak to the same “types” of consumers globally
Issues
![Page 15: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/15.jpg)
14 - 15Copyright 2007 by Prentice Hall
Discussion Questions
• Are people becoming more similar?
• Why or why not?
![Page 16: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/16.jpg)
14 - 16Copyright 2007 by Prentice Hall
Table 14.2 Comparisons of Chinese and American
Cultural Traits
Chinese Cultural Traits• Centered on
Confucian doctrine• Submissive to
authority• Ancestor worship• Values a person’s
duty to family and state
American Cultural Traits• Individual centered• Emphasis on self-
reliance• Primary faith in
rationalism• Values individual
personality
![Page 17: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/17.jpg)
14 - 17Copyright 2007 by Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• Growing in Asia, South America, and Eastern Europe
• Marketers should focus on these markets
Issues
![Page 18: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/18.jpg)
14 - 18Copyright 2007 by Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• There has been growth in an affluent global teenage and young adult market
• They appear to have similar interests, desires, and consumption behavior no matter where they live.
Issues
![Page 19: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/19.jpg)
14 - 19Copyright 2007 by Prentice Hall
The iPod has global appeal to the young
market.
weblink
![Page 20: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/20.jpg)
14 - 20Copyright 2007 by Prentice Hall
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries
Issues
![Page 21: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/21.jpg)
14 - 21Copyright 2007 by Prentice Hall
Table 14.6 Basic Research Issues in Cross-Cultural Analysis
FACTORS
Differences in language and meaning
Differences in market segmentation opportunities
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.
![Page 22: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/22.jpg)
14 - 22Copyright 2007 by Prentice Hall
Table 14.6 continuedFACTORS
Differences in the criteria for evaluating products and services
Differences in economic and social conditions and family structure
Differences in marketing research and conditions
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.
![Page 23: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/23.jpg)
14 - 23Copyright 2007 by Prentice Hall
World Brands
Products that are manufactured, packaged, and
positioned the same way regardless of the country in which they
are sold.
![Page 24: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/24.jpg)
14 - 24Copyright 2007 by Prentice Hall
Are Global Brands Different?
• According to a survey – yes.
• Global brands have:– Quality signal– Global myth– Social responsibility
![Page 25: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/25.jpg)
14 - 25Copyright 2007 by Prentice Hall
Multinational Reactions to Brand Extensions
• A global brand does not always have success with brand extentions
• Example Coke brand extension – Coke popcorn– Eastern culture saw fit and accepted the
brand extension– Western culture did not see fit
![Page 26: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/26.jpg)
14 - 26Copyright 2007 by Prentice Hall
Adaptive Global Marketing
• Adaptation of advertising message to specific values of particular cultures
• McDonald’s uses localization– Example Ronald McDonald is Donald
McDonald in Japan– Japanese menu includes corn soup and
green tea milkshakes
• Often best to combine global and local marketing strategies
![Page 27: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/27.jpg)
14 - 27Copyright 2007 by Prentice Hall
Discussion Question
• If your university is considering a satellite business program in Korea– How would they need to adapt the
program?– What would prompt these changes?
![Page 28: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/28.jpg)
14 - 28Copyright 2007 by Prentice Hall
Alternative Multinational Strategies: Global Versus Local
• Framework for Assessing Multinational Strategies– Global– Local– Mixed
![Page 29: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/29.jpg)
14 - 29Copyright 2007 by Prentice Hall
Table 14.8 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
![Page 30: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/30.jpg)
14 - 30Copyright 2007 by Prentice Hall
Cross-Cultural Psychographic Segmentation
The only ultimate truth possible is that humans are both deeply the same and
obviously different.
![Page 31: Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective](https://reader033.vdocuments.us/reader033/viewer/2022061405/5697bf7c1a28abf838c8455d/html5/thumbnails/31.jpg)
14 - 31Copyright 2007 by Prentice Hall
Table 14.10 Six Global Consumer Segments
Strivers 23%
Altruists18%
Devouts22%
Fun Seekers12%
Creatives10%
Intimates15%