Global consumer culture and segmentation

Question 1

Globalization has two effects

Answer 1

• homogenization of trends, culture and brands

* reinforcement of individual cultures and ethnic identities

Question 2

Acculturation

Answer 2

• process in which individuals learn and adopt the norms and values of a
culture different than the one in which they grew up

Question 3

Assimilation model vs Bidirectional acculturation model

Answer 3

• assesses the acculturating individual’s adjustment to the alternate culture,
based on the influence of both cultures (home culture and host culture)

Question 4

Acculturation strategies

Answer 4

• Cultural resistance or separation – actively or passively resisting the
acquisition of alternative culture norms and behaviors while maintaining
native customs
• Cultural incorporation or integration – customs are adapted from both native
and alternative cultures
• Cultural transmutation – a unique subcultural entity is created from an
alternation of native and alternative cultural norms
• Cultural shift or assimilation – alternative cultural norms are substituted for
native customs

Question 5

Consumer acculturation

Answer 5

• direct adoption (without modification) of the alternative (foreign or global)
behavior
• mixing of alternative behavior with local elements
• hyper-identification with the culture of origin
• rejection of consumption behavior
• today many people develop bicultural identities combining their local and
global identity

Question 6

Cultural appropriation

Answer 6

• the act of taking or using things from a culture that is not your own, especially
without showing that you understand or respect this culture

Question 7

Convergence theory

Answer 7

the reduction of diversity within a given observable set or population

evident in
• patterns of social relationships,
• increasing dependance on science and technology,
• popular attitudes,
• systems of political and economic control,
• consumption patterns (increased buying of services, increased demand for health
and convenience products…)

Question 8

Global consumer culture

Answer 8

A cultural entity not associated with a single country but rather a larger group
generally recognized as international and transcending individual national
cultures

Question 9

Drivers of acculturation to global consumer culture

Answer 9

• cosmopolitanism
• openness to and desire to emulate global consumer culture
• exposure to marketing activities of multinational or global corporations
• exposure to/use of the English language
• social interactions, including travel, migration and contacts with
foreigners
• global/foreign mass media exposure
• social media

Question 10

Global consumer segments

Answer 10

• segments of people who regard a product category in essentially the same way, regardless of their country of residence
• companies can approach them by focusing on brand archetypes strategies or lifestyle segmentation

Question 11

Brand Archetypes

Answer 11

• the personification of universal human behaviours
differs from stereotypes because it is rooted in the universal truth while
stereotypes are rooted in culture-specific norms

Question 12

Lifestyle segmentation

Answer 12

in economic sense, represents the way one allocates income

shared values and tastes as reflected in consumption patterns

• measures people’s activities in terms of:
• how they spend their time
• what interests they have and what importance they place on their immediate
surroundings
• their views of themselves and the world around them
• some basic demographic characteristics

lifestyle patterns provide broader, more three dimensional view of consumers
so that marketers can think of them more intelligently, understand them
more and communicate more effectively

Question 13

interests and opinions (AIO)

Answer 13

• using dana from large samples marketers create profiles of customers who
resemble each other in terms of their activities and patterns of product usage

Question 14

Values and lifestyle (VALS) scale

Answer 14

a system for grouping consumers according to psychological and sociological
theories in order to predict their behaviour in the purchase decision process

• strategic planning (ideation, targeting, and concept testing)
• positioning (competitive analysis, brand differentiation, and customer retention)
• communications

• consumers who are primarily motivated by ideals are guided by knowledge and
principles
• consumers who are primarily motivated by achievement look for products and
services that demonstrate success to their peers
• consumers who are primarily motivated by self-expression desire social or
physical activity, variety, and risk