The cultural behavior in relation to consumer behavior and marketing can be discussed below by carrying out an extensive research. Therefore, marketers and sellers should consider adding pictures, diagrams or graphics when advertising a product, to help everyone understand the product. Most aspects of consumer behavior are culture-bound. Marketers must consider coming up with adverts that can be translated to different languages, making them easy to understand by all language groups. Cross-culture is the art whereby people compare different cultural behaviors, norms, attitudes and cultural values at the same time, reviewing the relationship between the various cultures. Some cultures have government pride and a sense of nationalism. 14. Consumer behavior is influenced by cultural norms and beliefs. Marieke de Mooij et al. Culture is comprehensive as it involves individual thoughts, actions, behaviors and processes. Such analyses can provide marketers with an understanding of the psychological, social and cultural characteristics of the foreign consumers they wish to target, so that they can … Dietary is also affected by cultural factors. Subtle shadings are caused by misinterpretation and misunderstanding of words (Sumeet, 2014). There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. If the ruling party discovers that the opposition has conspired with another nation, the ruling party can stop all business with that country. Companies should, thus, be careful when planning and executing their advertising plans as they determine their fate through them. 8-17). Cultures among consumers of one country and those of another country are usually divergent. In such areas, marketers should focus more on branding their products. Therefore, marketers will succeed in promoting online shopping, thus, increased sales and revenues. Both the buyer and the seller have the mandate to make decisions on whether to buy or to encourage buyers to purchase the product. The use of slang can lead to increased sales, although, in some regions, the elder people can take that as an abuse of language and their dignity (Sumeet, 2014). The success of marketing and servicing in foreign countries is likely to be influenced by beliefs, values, and customs. The level and quality of education may impact the medium or the type of message to be employed when carrying out marketing. The ban was aimed at maintaining a harmonious relationship with the Muslim brothers (Gaussorgues et al., 2009). Volume 23, 2011 - Issue 3-4. People want to be fit and healthy. Such individuals also have limited time to watch ads. Motivation B. ...PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. As businesses are expanding, they are entering wider territories and in many cases, businesses are operating in more then one country. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. It is a part of the marketers' effort to convince consumers to buy their products by overlooking the factor of culture through giving customers a reason to buy that particular product. From the rationalization above, it is clear that values and attitudes vary from one country to another. Income interferes. The process of interpersonal bonding and orientation helps one in understanding the buyer-seller relationship. Once connected, speak clearly so that you are understood by all the target individuals in the market. Journal of International Consumer Marketing. Educations responses vary in global cultures. Such an understanding of the similarities and differences that exist between nations is critical to the multinational marketer, who must devise appropriate strategies to reach consumers in specific foreign markets. Also, it is important to note that cultural differences determine availability. Different games are associated with people of different age and position. marketers should tailor thier marketing mixes to the While many aspects of human thought and behavior are universal, cultural differences can lead to often surprising differences in how people think, feel, and act. Technology enables secure connection between people across the globe within a moment's notice; although some cultures treat the matter differently (Liu-Thompkins, 2011). The youth has fashion at hand and wants to explore new markets and changing trends in the consumer market. Current study focuses on investigating the effects of culture on the different aspect of consumer behavior in various ethnic groups. Other religions restrict the dress code of their church members; in SDA-dominated region organization should develop more decent ways of advertisement. Hence, in such case, marketers should ensure they set a period that will guarantee the availability of the individual client. Britain plays cricket, New Zealand plays Rugby, Netherlands adores cycling, as well as France and Spain (Kwon Jung, KDI School of Public Policy and Management, 2004). Such games have become famous nowadays, consequently, creating a market for products, such as sports t-shirts of a particular team, such as a Manchester United Jersey. Religious individuals tend not to eat certain food stuff. It indicates not only how much affinity their behaviour has to that of other countries but also shows their similarity to or deviation from their own national norm, as well … Gross translation errors waste time and cause fatigue to the parties involved. Consumer behavior also looks at the effects of such processes on the consumer and society. Business also fails as marketers from such countries cannot come to market in the other country. Companies can alter their advertising and branding messages to suit the target market through value and attitudes of various individuals. Marketing considers the possible marketing mix that consists of price, product, promotion and place. In certain regions, individual language accents represent different social classes in geographical location and it represents the social patterns of a culture. o This will facilitate marketers to understand the psychological , social and culturalpsychological , social and cultural … Cross-cultural psychology is a branch of psychology that looks at how cultural factors influence human behavior. Such individuals easily understand what an advert presented using a foreign language is trying to communicate. The influence of culture on consumer behavior is profound, and if misunderstood or taken lightly, then the product might fail in the new cultural market. Assessing cultural change still remains a difficult task and marketers are likely to continue to face problems when attempting to understand, appreciate, and reflect changing cultural values. Asking for availability before making the call is the best way to avoid any confusion. Several consumers prefer online shopping because of the benefits that come with it. Which luxury perceptions affect most consumer purchase behavior? In the Spanish culture, they have very long lunch breaks lasting for two to three hours (Liu-Thompkins, 2011). The way in which the system adapts to its habitat is essential in the use of technology in distribution of various resources. Status C. Occupation … Early research proved that culture was a meaningful lens through which to observe differences in consumer behavior. Cross-cultural consumer behavior and marketing communications become substantial in international business to business environments. Muslim religion believes that by wearing long dresses, they honor Ala. Cross Cultural understanding of consumer behavior. The product can lose its name in such area in case the political party loses its popularity. Non-verbal behavior is whereby knowledge of culture, when conveyed by what a person says, represents a portion of what a person has communicated. Businesses should consider having their adverts translated to various languages. However, the best way to learn about varied cultures is through personal relationship with the people of the various cultures available in different places. People interpret the dress code differently, for example, a shoe polish company can do an advert showing polished shoes that will not be understood in a culture in which individuals wear sandals as the standard footwear. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different. The elderly people do not tend to advance in new technologies. Such platforms have made it easy to market a product through the Internet. Loyalty can be a disadvantage to them because they do not explore new markets or products. Rather, a variety of situational variables dictate when cultural differences due to styles of thinking will emerge. Other features are: culture determines needs, culture consists of differences and similarities and the cultural organizations are convergent (Gaussorgues et al., 2009). _____ refers to the practice of integrating ethnic themes and cross-cultural practices within a company's mainstream marketing. Cultures with limited resources, such as the Japanese, value products designed for efficient use of the open space due to their limited space (Kwon Jung, KDI School of Public Policy and Management, 2004). For that reason, marketers can use the Internet to share information about their products available in the market. The ban constituted pictures of sausage pork and animated cartoon pigs. Such means of communication give valuable information in an individual culture. Language translation can be easily detected when barriers start occurring in communication, and the total translations will be useless or ludicrous. The evaluation and analysis of consumer behavior are aimed at establishing and maintaining an enhanced relationship at a profit so that both parties achieve their objectives. It is possible due to the fact that everything that a marketer needs to do is to develop an attractive advert that factors in cultural differences. Marketers, thus, need to understand the people correctly in the area before they carry out the advertisement. Advertisers should take it into account due to the difference in the language used by both social classes. From the above explanations, it is understandable that a culture is the foundation of all communities. The Chinese seek for quality and have a desire for a long-lasting product; it makes them devote more time to search for high-quality products and performance (Soares, 2004). Some of the factors to consider comprise religion, education, age, culture, values and attitudes, and non-verbal communication. Games are also a way through which different cultures can be developed. Cross-Cultural Consumer Behavior and Marketing Communications Introduction. In another case in France, the France Catholic Church won a court injunction on banning a cloth advertisement based on the Last Supper. Fishbein and Ajzen 1975; Ajzen and Fishbein 1980), by incorporating Triandis's (1994) Model of Subjective Culture and Social Behavior Relationships. Most marketers should focus on such countries when promoting various sportswear and materials. This article presents a framework that integrates and reinterprets current research in cross‐cultural consumer behavior. During promotions, most adverts contain words that confuse the target audience, thus, leading to language problems. Therefore, it can look strange or unacceptable in a community where women are not allowed to wear business suits. Eye contact[ CITATION Gua121 \l 1033 ] affects personal selling, although marketers can avoid such behaviors when doing promotions in certain regions with such phenomenon. If they differ in many aspects, then a highly individualized marketing strategy is indicated. Products should be promoted differently from one nation to another as each nation has its code of conduct. Total market strategy B. Learn vocabulary, terms, and more … Marketers should seek spiritual advice before developing an advertising medium. Intro Cross-Cultural Consumer behaviour People are different in psychological, social and cultural orientations people fall in segments understanding these segments is very crucial for serving consumers. It makes promotion easy to convince consumers buy a particular product. Consumer behavior can be affected by language as the language is a critical issue in marketing communications. In a Muslim religion, there is time that they usually carry out their prayers. Due to the emergence of many diseases, cultures have shifted. Another shift is the greater attention to the mechanisms of cultural influence. A. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior do-mains. Countries with low levels of literacy need advertisements that avoid written communication. Thus, they influence consumer choice more (Kwon Jung, KDI School of Public Policy and Management, 2004). Marketing as a way of making users aware of available products makes it possible to understand the possible cross-cultural consumer behaviors. Errors that cause a grave concern are those that continue to be logical both in the original and translated version. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. Hence, clothing marketers should concentrate on the young generation. Deloitte (2015). Such applications as WhatsApp, Tagged, Facebook, and Twitter should be used as they unite many people. Values and beliefs vary between nations, tribes and races. In Finland, for example, school attendance is compulsory between the ages of seven years to sixteen years. Kinesics, such as how individuals walk, gestures, how someone stands, sits, and bows, are in some instances determined by culture. Start studying Chapter 13:Cross-Cultural Consumer Behaviour: An international Perspective. Cross-cultural communication is a complicated but interesting subject involving consumer behavior, cultural factors and influences. They need to put values first before money. In another circumstance, some consumers tend to shift to another product when they discover that the product being offered to them is vague or it does not fit their personal requirements. For proper communications with the general public, it's important for marketers to understand how different cultures affect consumer behavior. This culturally specific behavior allows companies that produce poultry, along with the retailers who sell it, to prepare for increases in demand … Considering all these factors will go a long way in influencing consumers to shop online, thus facilitating companies to make huge sales and revenues from online sales. That will have an immense effect on sales made as the advert reach to a large number of people of different languages. Cultures, such as those from East Asia, are branded conscious. Cultural and Cross-Cultural Influences Materialism Culture as a Process Rituals Materialism has been defined as the "importance a consumer attaches to worldly possessions." Cross-cultural marketing is now table stakes. The Indians are considerate in making decisions on a product they buy, which affects consumer behavior in relation to the available products in the market. The world economy is becoming increasingly cross‐cultural. What is acceptable in one nation may not be acceptable in another country. Racism and regional prejudice mostly cause the accents. Cross-Cultural Consumer Behavior Brad Lytle PSY/322 March 12, 2012 Chawn Williams Cross-Cultural Consumer Behavior When a company makes the decision to market their product or service to multiple cultures, they must be very aware of the intricacies and differences between each of the cultures. Different countries carry out various sporting activities. It is the study of when, why, how, and where people do or do not buy a product. Social classes pronounce their preferences when speaking about clothing, furniture, games, entertainment, automobiles and certain products and brands. Some individuals have attitudes when dealing with their way of dressing. Doing so will facilitate widespread market for the product; thus, facilitating immense online shopping. Thus, they have high social perception and power prestige than those from the Western part of the continent. For example, the game such as golf is believed to be a game of the rich people. Consumer behaviour deals with the study of buying behaviour of consumers. Performing all the non-verbal cues facilitate immense online shopping. Parents tend to make decisions on the purchase of young children's products. It ensures that they focus on the potential customers, in addition to knowing what they prefer, thus, satisfying their desires. The error of interpretation is less likely to cause conflict between parties, unlike other languages. Save time and never re-search. A comparison between Germany and the U.S. College Nürtingen University Grade 1,0 Author Eva Sutter (Author) Year 2004 Pages 28 Catalog Number V35648 ISBN (eBook) 9783638354943 File size 1315 KB Language English Notes Different communities use different languages that affect business activities across the globe. Published online: 24 Jun 2011. One other issue that may be employed is the labeling of items that may not be easy to comprehend. Conservative individuals mostly from the traditional setting tend to be rigid in decision making in relation to technologically produced items; thus, leaving marketers at a peculiar position. January 1, 2010 Sree Rama Rao Human Resource Management. The suppliers and service providers need to understand the nature, circumstances and cultural life of their buyers due to their role in the organizations. During George Bush's visit to Australia, he held up two of his fingers in V-shape and that was interpreted differently as in the US. The Chinese argued that the advertisement was aimed at insulting the national dignity of the country. In the context of social exchange and interpersonal relations in China, face and public reputation is a significant value. Building on earlier studies that show how Eastern and Western cultures differ in consumer behavior, recent studies provide a more fine-grained view of when differences due to analytic and holistic thinking are more likely to emerge. Early research in this area focused on broad cultural differences in consumer behavior. Thus, that contributes to huge sales and increased revenues to companies. culture has a major impact on consumer behavior. The Hofstede model is used to explain variance. Cross-Cultural Consumer Behaviour. A consumer’s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. The In most cases, people bring the issue of proper dressing in cross-cultural meetings through ethnocentric prejudice. They will also be inconveniencing the residents of the area. Sports are also used as a way of marketing products to consumers. After assessment, the individualâs cultural profile is pinpointed inside the triangle, showing how close or how far it is to the worldâs major cultural groups. Marketers and business stakeholders should consider such factors in decision-making on the type of publication they should use while carrying out product promotion. Online shopping is the buying or purchasing of goods and services via internet. The Muslims perceive the pigs as unholy animals to Mohammed to whom they worship. A major objective of cross-cultural consumer analysis is to determine how consumers in two or more societies are similar and how they are different. A major objective of cross-cultural consumer research is to determine how consumers of two or more societies are similar and how they are different. Through the personal connection, a business person can study the culture better that will make it easier for him/her to form a well-structured advertisement. The vuvuzela was later banned from use in most nations due to its sound that could lead to destruction of the eardrum. That will require much time to influence the online customers to buy their products. Many researches should be carried out to determine different international marketing trends and their relationship to various cultures available in different societies. After assessment, the individual’s cultural profile is pinpointed inside the triangle, showing how close or how far it is to the world’s major cultural groups. Hence, marketers need to improve the marketing communications. Journal of International Consumer Marketing ISSN: 0896-1530 (Print) 1528-7068 (Online) Journal homepage: Certain animals, such as pigs, donkeys, monkeys and birds, such as eagles, turkey that the Bible is against, can rarely be consumed in a Christian setting (Luna & Gupta, 2001). For example, in mainstream American culture, turkey is a traditional food for Thanksgiving. Research in promotion is necessary as it facilitates the increase in sales and ensures that the target market is aware of the existence of the product. Global Powers of Luxury Goods 2015. The relevant literature form cross-cultural psychology, anthropology, consumer behavior and international marketing is reviewed in an attempt to describe the impact culture has on salient consumer behavior constructs of perception, information processing, value systems, and self concept and offer hypotheses for … Thus, they tend to purchase their products from companies that have political backing. Hence, by considering the different values and attitudes of people, marketers will always have to watch on their adverts and promotional messages. Thus, they can easily give information that can be used in marketing communications. In another scenario, during the year of the pig in 2007, all advertisements containing pictures of pigs were banned. Consumer Behavior, Marketing Strategy and Cross-Cultural Variations in Consumer Behavior Consumer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Some of the norms tend to evoke consistent responses, such as male-female romance, mother-child love and care relationship, parental family affection and nature's soothing effect. Values and attitudes can also affect how local employees are managed. Which of the following is a personal characteristic influencing a consumer's buying behavior? Cultural Factors Influencing Consumer Behavior Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the … Cross-Cultural Consumer Behavior and Marketing Communications, A Comprehensive Look at Small Business Management, Airport Privatization: Situation And Prospects. Furthermore, marketers need to do market research on the products that the youth likes the most. Find papers from over 170m papers in major STEM journals. Consumer behavior is the study of individual processes used to select, dispose and secure products and services, as well as experiences and ideas to satisfy their human needs (Geert & Marieke, 2011). I lead the consumer packaged goods manufacturer and retail business in the U.S. for Nielsen, a global measurement and â¦ The consumption of culture has specific related features listed as follows: culture is a collection of learning behavior, traditions and it can be created and changed. In other cases, the translation errors are due to disrespect from the person whose language and the messages are being brought. If there are ongoing political dispute negotiations between parties from one country, business can be affected by negotiations. The benefits comprise ease in bargaining, happen at one’s comfort, existence of a number of varieties to pick from, and are not tiring. They could either be loved or hated depending on what they have used in promoting or advertising their products. Games, such as football and rugby, are associated with the young, aged less than forty years. Thus, in order to influence people of various ages, marketers should develop adverts that easily fit into the various age groups. Hence, marketers need to develop their products so that they can fit the new advancing technologies (Luna & Gupta, 2001). The V-sign in the US is a sign of goodwill, while in Australia it signifies a sexual meaning. Language barrier is another issue that affects the marketing communication and consumer behavior. The rule of ‘social distancing’ is now effective in many countries, which literally means people must keep a physical distance from each other (at least 1 meter) in social settings.This strategy is strongly recommended by scientists and it is hoped that it can prevent the rapid transmission of COVID-19.As a result, many shopping … Marketers in such areas should avoid selling short clothes as they will not have any clients. Japan has an elaborate bowing style that is common unlike in the United States. The thesis for this paper stated the cultural factors that evoked consumers’ buying decision. Games, such as athletics, motorsports, tennis, car racing, are associated with the young generations who are energetic. Older people tend to be conservative. Cross-cultural study is an extremely important activity for a multinational marketer. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different. culture, consumer behaviour, culture, consumer behaviour, ... Cross cultural marketingCross cultural marketing o To what extent the consumers of two or more nations are similar or different.similar or different. For example, in the United States, Bronx accent is associated with individuals in the urban area; Appalachian accent is associated with individuals in rural areas (Luna & Gupta, 2001). 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