Lecture Consumer behaviour: Chapter 16 - Cathy Neal, Pascale Quester, Del Hawkins

Chapter 16 introduces you to culture and cross - Cultural variations in consumer behaviour. In this lecture we will discuss the concept of culture, how culture is acquired, the 3 categories of cultural values, and the importance of non-verbal communications in cross-cultural and ethnic marketing.

Cultural Variations in Consumer Behaviour • • • • • Concept of culture How culture is shared and acquired Cultural values – classified into categories Culture includes non-verbal communications Risks and opportunities of cross-cultural or ethnic marketing Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–1 Cultural Influences—Overview Definitions Cultural values Cross-cultural variations Non-verbal communications Cross-cultural marketing strategy Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–2 Definition of Culture • Complex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities acquired by humans as members of society • Culture includes almost everything that influences an individual’s thought processes and behaviours Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–3 Variables Influencing Cross-Cultural Marketing Strategies 16–4 Culture • • • • Is a comprehensive concept Influences our preferences Is acquired from our experiences and learning Supplies the boundaries for behaviour in modern societies • Consumers are seldom aware of cultural influences Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–5 Cultural Values, Norms, Sanctions and Consumption Patterns 16–6 Classification of Cultural Values • Three broad classifications are used: – Other-oriented – Environment-oriented – Self-oriented Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–7 Other-Oriented Values • • • • • • Individual vs collective (initiative, conformity) Romantic orientation (love) Adult vs child (child’s place) Masculine vs feminine (male role) Competition vs cooperation (excel or not?) Youth vs age (wisdom of elders) Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–8 Other-Oriented Values (cont.) 16–9 Environment-Oriented Values • • • • • Cleanliness (extent of) Performance vs status (performance or class) Tradition vs change (new behaviours?) Risk-taking vs security (risk encouraged?) Problem-solving vs fatalism (problem-solving or acceptance encouraged?) • Nature (admired or overcome?) Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–10 Environment-Oriented Values (cont.) 16–11 Self-Oriented Values • • • • Active vs passive (physical activity) Material vs non-material approach (acquisition?) Hard work vs leisure (admire hard work?) Postponed vs immediate gratification (save/enjoy now) • Sensual gratification vs abstinence (food, drink) • Humour vs seriousness (is life serious?) Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–12 Self-Oriented Values (cont.) 16–13 The Australasian Culture • Australasian values – Self-oriented values – Environment-oriented values – Self-oriented values Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–14 Cross-Cultural Variations: Factors Influencing Non-Verbal Communications • • • • • • • Time Space Friendship Agreements Things Symbols Etiquette Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–15 Time Perspective Monochronic • One thing at a time • Concentrate on one job • Deadlines matter • Commitment to task • Adhesion to plans • Promptness is valued • Short-term relationships Polychronic • Many things at once • Highly distractible • Deadlines are secondary • Commitment to people • Changing plans is easy • Promptness depends • Long-term preferred Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–16 Non-Verbal Communications (cont.) • • • • • • Space Friendship Agreements Things Symbols Etiquette Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–17 Etiquette • Eye contact with business clients • Touching a customer on the arm or shoulder • Contact between males Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–18 Translation Problems in Marketing 16–19 Developing a Cross-Cultural Marketing Strategy (7 Questions) • • • • • Is it a homogenous culture? What needs will the product fill? Can enough afford the product? What values are relevant to this product? What are the distribution, political and legal structures? • How can the firm communicate about the product? • What are the ethical implications? Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–20 Legal Restrictions on Advertising • France: Ads for book publishers, foreign tourism, supermarket chains, margarine and contraceptives are banned Children cannot be used in ads • Germany: Ads may not inspire fear, encourage superstition, or promote discrimination Athletes may not be shown drinking Direct appeals to children are not allowed Comparative advertising is severely restricted • Britain: Ads for undertakers, the Bible, matrimonial agencies, fortune-tellers, private detectives, contraceptives and pregnancy tests are banned Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–21 Next Lecture… Chapter 17: Business-to-Business Buying Behaviour Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16–22 ... Hawkins 16 21 Next Lecture Chapter 17: Business-to-Business Buying Behaviour Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16 22 ... elders) Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16 8 Other-Oriented Values (cont.) 16 9 Environment-Oriented Values • • • • • Cleanliness... PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 16 10 Environment-Oriented Values (cont.) 16 11 Self-Oriented Values • • • • Active vs passive (physical activity) Material vs non-material