Consumer Behavior ch.2

Globalization

Means more than exports and imports

Can involve values, lifestyles, attitudesCan involve values, lifestyles, attitudes

Global consumers

1. Undaunted Strivers (17 percent)

2. Secure Traditionalists (16 percent)

3. Empowered Activist (15 percent)

4. Impulsive Spenders (14 percent)

5. Minimalist Seekers (12 percent)

6. Conservative Homebodies (8 percent)

7. Balanced Optimists (6 percent)

8. Cautious Planners (5 percent)

9. Self-Care Aficionados (5 percent

10. Inspired Adventures (3 percent)

Culture

Complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.

Cultural values

Give rise to norms and associated sanctions which in turn influence consumption patterns

Other-Oriented Values

Reflect society’s view the appropriate relationship between individuals and groups within that society

Environment-Oriented Values

Prescribe a society’s relationship to its economic and technological as well as its physical environment

Self-Oriented Values

Reflect the objectives and objectives to life that individuals members of society find desirable

Other-Oriented Values Variations

Individual/Collective

Youth/Age

Extended/Limited Family

Masculine/Feminine

Competitive/Cooperative

Diversity/Uniformity

Environment-Oriented Values Variations

Cleanliness

Performance/Status

Tradition/Change

Risk taking/Security

Problem solving/Fatalistic

Nature

Self-Oriented Values Variations

Active/Passive

Sensual gratification/Abstinence

Material/Nonmaterial

Hard work/Leisure

Postponed gratification/Immediate gratification

Religious/Secular

Time

The meaning of time varies between cultures in two major ways:

• Time perspective

• Time Interpretations

Space

Overall use and meanings assigned to space vary widely among different cultures:

• Space connected to rank

• Personal space

Symbols

Colors, animals, shapes, numbers, and music have varying meanings across cultures.

Relationships

How quickly and easily do cultures form relationships and make friends?

•Americans tend to form relationships and friends quickly and easily.

•Chinese relationships are much more complex and characterized by guanxi.

Agreements

How does a culture ensure business obligations are honored?

How are disagreements resolved?

Some cultures rely on a legal system; others rely on relationships, friendships, etc.

Things

The cultural meaning of things leads to purchase patterns that one would not otherwise predict.

The differing meanings that cultures attach to things, including products, make gift giving a particularly difficult task.

Etiquette

The generally accepted ways of behaving in social situations.

Behaviors considered rude or obnoxious in one culture may be quite acceptable in another!

Normal voice tone, pitch, and speed of speech differ between cultures and languages, as do the use of gestures.

Demographics

Describe a population in terms of its size, structure, and distribution.

Purchasing Power Parity (PPP)

The cost of a standard market basket of products bought in each country.