An Article Review on Cross-Cultural Consumer Behavior
(Mooij, Marieke de ; Geert,Hofstede;, 2011)
By Abhishek M 1121420
The article speaks about the cultural relationships regarding with self personality an attitude & these are explained based on consumer behavior models, branding and advertizing strategies. The article explains the framework of the cross cultural consumer behavior and the components are explained in terms of consumer attributes and processes. The article speaks about Hofsteade’s Five dimensions of national culture, which are labeled as Power distance This dimension explains that less powerful members of the society thought the power is distributed unequally. Large power distance cultures, everyone has right, this concept is used for understanding role of global brands, Individualism/ Collectivism It is defined as people looking ...view middle of the document...
Long Vs Short term orientation: The values in long term orientation are delay in achieving long term success, ordinary relationships, the status & sense of shame, it implies investment in future. Short term orientation includes , personal studyness and stability, respect for tradition and pursuit of happiness. Consumer attributes: These attributes are explained with the self concept, the concepts of self and personality, includes, the person as an autonomous entity with the different set of attributes and qualities. The configuration of these internal attributes causes behavior. Behavior that changes with the situation is viewed as hypocritical. Personality: This is generally described in terms of traits such as autonomy or sociability. The most used set of personality traits is the 5 factor model explained by McCray. Identity and image: We explain identity as the idea one has about once characteristic properties and the values one considers. Image is see the other person and judge him. Both identity and image are part of the self. In individualism, identity and image are the reflection of unique self. Attitude: Attitudes viewed as lasting in western consumer behavior. An Individualist want consistency among their attitudes, feelings and behaviors.
I understand the differences in consumer behavior across culture by attributes, this article helps in designing global marketing. It helps in building brands and advertizing strategies based on the consumer behavior this article clearly explains the differences among western and eastern cultures more effectively. This article demonstrated how the Hofstede Model can be used for designing , planning, developing strategies.
Future scope of further studies
This article is developed based on two models, I feel there is the scope for some more attributes which can influence the marketing strategies branding and advertizing.