Cross Cultural Consumer Behavior Essay

519 words - 3 pages

An Article Review on Cross-Cultural Consumer Behavior
(Mooij, Marieke de ; Geert,Hofstede;, 2011)

By Abhishek M 1121420
Summary
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.

Learning:
  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.

Other Papers Like Cross-Cultural Consumer Behavior

Cross Cultural Psychology Essay

1000 words - 4 pages Introduction to Cross Cultural Psychology Patrice Jones PSY/450 May 7, 2010 Joseph Gaines Introduction to Cross Cultural Psychology Cultural and cross cultural psychology is the field or branch of psychology the focuses primarily on culture, and the effects culture has on the mind and behavior. Culture is the symbols, attitudes, and behaviors shared by a group of people and passed on to the next generation. Culture affects how an

Motivations, Values And Emotions Essay

579 words - 3 pages information (Involvement) 4. Values  Link of values to consumer behavior o set of values has influence on consumption activities o purchase of products/services which help to attain value-related goal o Marketers have to be aware of/sensitive to: cultural values, personal values & shifts of values (example: LOHAS) Analysis of values o Many different ways to analyze different values o Analysis of cross-cultural values: Hofstede’s Cultural

Introduction to Cultural Psychology

1197 words - 5 pages on human psychology. In cross-cultural psychology both the similarities and differences of people in various cultures are compared [ (Levy & Shiraev, 2010) ]. Like psychologists who study the mind and behavior of people in relation to their environment, cross-cultural psychologists and cultural psychologists study individuals in connection with cultures. The difference, though, is that cross-cultural psychology studies and compares

8 Pillars

651 words - 3 pages and behavior. V. Analyze how social and cultural settings influence consumer behavior VI. Examine the reasons why consumers interpret marketing messages differently 1. Customer Characteristics a. Demographic i. It is important to recognize that other factors may be the underlying basis for or consumer behavior. ii. Marketing segmentations factors and influences towards marketing message b

Cross Cultural Psychology

914 words - 4 pages person’s behavior. Cross Cultural Psychology, according to ‘Introduction to cross-cultural psychology’, “is the scientific study of human behavior and mental processes, including both their variability and invariance, under diverse cultural conditions.” (Alder & Gielen, 2001) Cross-Cultural psychology studies the “links between cultural norms and behaviors and the ways in which particular human activities are influenced by different

Psychology

1542 words - 7 pages Introduction to Cross-Cultural Psychology University of Phoenix Introduction to Cross-Cultural Psychology Culture plays an important part in one’s life as it relates to the field of psychology. Culture enables one to define him or herself and differ from one to another, and helps one survive. Culture facilitates self-expression, through language, appearance, and behavior. Culture exists everywhere and is a product of one’s environment. The

Defining Cross Cultural Psychology

1181 words - 5 pages Cross-Cultural Psychology Stephanie Sorrell Psychology 450 February 24, 2014 Dr. Jenne Meyer Cross-Cultural Psychology Introduction Psychology is the scientific study of human behavior. There are many different branches and fields of psychology. The field of psychology that will be discussed within this paper is called cross-cultural psychology. Cultural psychology will also be discussed. To begin these types of psychology will be

Supply Chain

2074 words - 9 pages Economic Technological Political Cultural Buyer’s Decision Process Buyer’s Black Box Characteristics Affecting Consumer Behavior Product Choice Brand Choice Dealer Choice Buyer’s Response Purchase Timing Purchase Amount Characteristics Affecting Consumer Behavior Culture Social Personal Psychological Buyer Factors Influencing Consumer Behavior Figure 5-2 Characteristics Affecting Consumer Behavior Key Factors

International Business

1540 words - 7 pages marketplace, extension of products and services into foreign markets often faces unanticipated cross-cultural challenges involving consumer cultural behavior. For example: in Japan, “Diet Coke” was renamed “Coke Light” after the firm learned that the word “diet” carried an embarrassing connotation. A “blunder” is a careless mistake usually caused by a person’s ignorance, poor judgment or confusion. International marketing blunders represent

Ethel’S Chocolate Lounges: Back To The Future? Chocolate Lounges Taste Sweet Success

1040 words - 5 pages commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. Consumer behavior is deeply influenced

Strategic Management Ideas for Your Project

1750 words - 7 pages stereotypes of global brands Identifying and analyzing brand development strategies Developing brand equity in cross-cultural contexts Role of attitude functions in luxury brand purchase Effect of brand origin misclassification on consumer practices How prevention or promotion focused consumer process information? Green marketing International Business/ Marketing Sales Management Entrepreneurial marketing E-marketing issues International

Related Essays

Cross Cultural Consumer Behavior Essay

1584 words - 7 pages 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. While some customs or traits associated with a particular culture are very overt or obvious, others may not be. Detailed analysis must be done

Cross Cultural Consumer Behaviour Essay

3353 words - 14 pages , skin care, hair care and fragrances. Nowadays, L’Oréal sells its products in approximate 130 countries across five continents (Braizaz, 2014). Cultural learning and product adaptation have become the priorities for the company to successfully earn its brand recognition in the global market. Moreover, the perception of customers is another influencing issue that affects consumer behavior, which is worthy to be discussed. This report will firstly

Consumer Prefernce Towards Tupperware Products Essay

998 words - 4 pages in the Indian context. Cross-cultural influences. Cultural lessons in international marketing. CONSUMER DECISION MAKING & BEHAVIOR Diffusion of Innovation: Types and degrees of innovation & behavioral demands. Factors affecting adoption/diffusion & the decision making process. Adopter categories. Factors affecting speed of diffusion. Marketing strategies for enhanced diffusion. Consumer Decision Making: Types of decision making

Consumer Buying Behavior Essay

1688 words - 7 pages consumer behavior are related to cross-cultural differences amongst consumers on local and global scales. Culture can be defined as “the ideas, customs, and social behavior of a particular people or society” (Oxford Dictionaries, 2015) and the tendency of globalization has made it compulsory for cross-cultural differences amongst consumers to be taken into account when formulating and communicating marketing messages. Despite the factors explained by