P. 1


|Views: 0|Likes:
Published by Arindam Mukherjee

More info:

Published by: Arindam Mukherjee on Aug 05, 2012
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less





Sreejita Bose Roll No.


Cross Cultural influence on consumer brand choice behaviour
Consumer buying behaviour refers to the buying behaviour of final consumers (individuals & households) who buy goods and services for personal consumption.

The picture depicts that cross cultural influence in consumer brand choice behaviour is actually a three stage process. So, at first we will discuss about the cross-cultural effect on consumer behaviour. Then at the second part we will explain the factors behind consumer brand choice decision. Finally, we will club the previous two factors to come to a conclusion about CrossCross-Cultural Influence on Consumer Brand Choice Behaviour.

marketing communications can affect consumer behavior independent of culture. which itself may reinforce the manifestations of culture an individual's consumption behavior may be viewed and imitated or rejected by others.Cross-Cultural Consumer Behavior: An individual's behavior is a result of that individual's cultural value system for a particular context. It can then become the group's norm of behavior and be identified as part of the culture of a given population. As the model suggests. Societal culture as well as regional subculture and familial values all influence the formation of an individual's cultural value system. Figure shows. Individuals' cultural value systems are developed over time as they are socialized into a particular group. Marketing communication we will discuss under Brand Choice Decisions. Thus. . as well as idiosyncratic values unique to the individual. the cultural value system includes cultural elements that individuals have in common with the group to which they belong. culture affects consumer behavior.

and who thus serve as models for behavior'' 3. 4. ``inner harmony''. real or imaginary. Hence. or objects. episodic sequence. either material (e. Rituals. Affect refers to the attitude/intention formation process and its outcomes: attitudes toward an entity. Behavior includes individual choices and behavior patterns. who possess characteristics which are highly prized in a culture.g. Cognition includes any construct or process that refers to memory structures or self-construal. 2. symbolic activity constructed of multiple behaviors that occur in a fixed. or their meaning may be different. 3. Examples of values are ``freedom. Symbols. Cultural Value System: 1. Symbols are a broad category of processes and objects that carry a meaning that is unique to a particular group of people. Heroes. enduring belief which guides actions and judgments across specific situations and beyond immediate goals to more ultimate end-states of existence. The term ritual refers to a type of expressive. .  Consumer behavior elements 1. such as media usage or food shopping. Language is a set of symbols. pictures. a society's symbols may not exist in different cultures. 2.g. and that tend to be repeated over time. The symbols most frequently studied by consumer researchers are language and consumer products.'' ``pleasure''. as are different gestures. alive or dead. an ethnic group). The term heroes refers to ``persons. and ``happiness''. Values : A value is a centrally held. products) or abstract (e.

5. Jewish consumers avoid German products etc. 7. Many consumers may take into consideration the country of a origin of a product. 6. world’s popular brands use different marketing strategies for different country. Eg. Eg. People’s Republic of China has some animosity towards Japan. . 3. Some consumers have animosity towards a country. 8. 9. 2. Coca-Cola  McDonald’s uses localization Eg. So.Brand Choice Decision: Consumer brand choice decision depends on many factors. World’s most valuable brands 1. 4. Ronald McDonald is Donald McDonald in Japan In Brand Choice Decision a very important part is “Country of Origin” effects. Coca-Cola / Pepsi Microsoft IBM GE Intel Disney McDonalds Nokia Toyota  Most of these brands offer different website for different country.

So. The following picture depicts global marketing strategies. most of the global brands chooses various global marketing strategies just to sustain in different type of markets.Cross-Cultural Influence on Consumer Brand Choice Behaviour: Cross Cultural Analysis: Cross-Cultural influence creates a very strong impact in consumer brand choice decisions. .

pdf .ramesh86/consumer-behaviour-presentation-796587 http://www.slideshare.alliant.net/kumaravinash23/chapter-14-cross-cultural-consumerbehavior http://iba8010kelly.net/arjun.References: http://www.wikispaces.slideshare.net/file/view/Culture+and+Innovation++An+integrative+framework+for+cross-cultural+consumer+behavior.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->