Chapter 2 - Cross-Cultural Variations in Consumer Behavior Flashcards
- Means More than Export and Import
-Can include Values, Lifestyle and Attitude
Globalization
Globalization is changing from: (2)
-one way influence from US from other countries
-Mutual Influence
a recent study groups global consumer from 40 countries into key types: (10)
- Undaunted Striver (17%)
- Secure Traditionalist (16%)
- Empowered Activist (15%)
- Impulse Spender (14%)
- Minimalist Seeker (12%)
- Conservative Homebodies (8%)
- Balance Optimist (6%)
- Cautious Planner (5%)
- Self Care Aficionados (5%)
- Inspired Adventurer (3%)
Determine Individual striving for success
Undaunted Striver (17%)
Prefers Stability and Tradition
Secure Traditionalist (16%)
passionate about Social causes and making a difference
Empowered Activist (15%)
Enjoys spontaneous Purchases and Experience
Impulse Spender (14%)
Seeks/Prioritize Simplicity
Minimalist Seeker (12%)
prefer staying close at home
Conservative Home bodies (8%)
Maintain Positive Outlook while being Cautious
Balance Optimist (6%)
Careful in there decision making
Cautious Planner (5%)
Prioritize their well being
Self Care Aficionados (5%)
Seek new experiences in life
Inspire Adventurer (3%)
Complex Whole that includes Knowledge, Belief, Art, Law, Morals, Customs and any other Capabilities.
Culture
Give rise to Norm and associate sanctions, which in turn influence consumption Pattern
Cultural Value
Specify ranges of appropriate behavior
Norms
penalties for violating Norms
Sanctions
the numerous values that differs across culture and affect consumption include: (3)
- other oriented values
- Environment Oriented Values
- Self-oriented values
Other-Oriented Values (6)
- Individual/Collective
- Youth/Age
- Extended/Limited Family
- Masculine/Feminine
- Competitive/Cooperative
- Diversity/Uniformity
Environment-Oriented Values (6)
- Cleanliness
- Performance/Status
- Tradition/Change
- Risk Taking/Security
- Problem Solving/Fatalistic
- Nature
Self Orientated Values (6)
- Active/Passive
- Sensual Gratification/Abstinence
- Material/Non Material
- Hard Work/Leisure
- Postponed Gratification/Immediate Gratification
- Religious/Secular
Non Verbal Communication (7)
- Time
- Space
- Symbols
- Relationships
- Agreement
- Things
- Etiquette
The Meaning of time Varies between cultures in two Major Ways:
- Time Perspective
- Time interpretation
Overall use and meaning assigned to Space: (2)
- Space connected to Rank
- Personal Space
Symbol for mourning of death in the far east but purity in United States
White
Associated With Death in many Latin American Country
Purple
Femininity/Masculinity in different countries
Blue
Unlucky or Negative/ Lucky in different Countries
Red
Sign of Death in Mexico
Yellow Flower
Suggestion of Death in England
White Lilies
Unlucky Number/ Lucky Number in Different Countries
7
Negative/Positive
Triangle
Wisdom/Bad luck
Owl
Grace/Homosexuality
Deer
Describe a population in terms of its size, Structure and distribution
Demographics
Meaning of PPP
Purchasing Power Parity
Based on the cost of a standard market Basket of products bought in each country
Purchasing Power Parity (PPP)
