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Chapter 2 Cross Cultral Variable in Consumer Behavior.pptx...

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CHAPTER: 2CROSS CULTURALVARIATION INCONSUMER BEHAVIORPart Two:ExternalInfluences
CHAPTER OBJECTIVESLO.1Define the concept of culture.LO.2Describe core values that vary across culture andinfluence behaviors.LO.3Understand cross-cultural variations in nonverbalcommunications.LO.4Understand the role of global demographicsLO.5List the key dimensions in deciding to enter a foreignmarket.
CROSS CULTURAL VARIATIONSIN CONSUMER BEHAVIORCultureis the most pervasive external force on an individual’sconsumption behavior. It would be difficult to overlook theimportance of culture as a motivator of consumer behavior.The attitude people possess, the values they hold dear, thelifestyles they enjoy and the interpersonal behavior patternsthey adopt are the outcomes of the cultural settings.Failure to carefully consider cultural differences is oftenresponsible for monumental marketing failure.
CULTURAL FACTORS AFFECTCONSUMER BEHAVIOR ANDMARKETING STRATEGYConsumerBehaviorMarketingStrategyLanguageDemographicsValuesNonverbalCommunicationFigure 2.1
THE CONCEPT OFCULTURECulture is the complex whole that includes knowledge, belief, art, law, morals,customs and any other capabilities and habits acquired by humans asmembers of society.First,culture is a comprehensive concept. It includes almost everything thatinfluences an individual’s thought processes and behaviors.Second,culture is acquired. It does not include inherited responses andpredispositions. Much of human behavior is learned rather than innate, culturedoes not affect a wide array of behaviors.Third,the complexity of modern societies is such that culture seldom providesdetailed prescriptions for appropriate behavior. Culture provides boundaries withinwhich most individual think and act.Finally,the nature of cultural influences is such that we are seldom aware ofthem. One think behave, feels in a manner consistent with other members of thesame culture because it seems “natural” or “right” to do.
VALUES, NORMS, SANCTIONS ANDCONSUMPTION PATTERNSThe boundaries that culture sets on behavior are called Normswhich are simple rules that specify or prohibit certain behaviorsin specific situationsNorms are derived from Cultural Value, widely held beliefs thatshared standards of what is acceptable or unacceptable, good

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Term
Fall
Professor
NoProfessor
Tags
Lipton, Side Dishes, Polychronic Culture, AHSAN KABIR

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