Abstract nowadays, consumer behaviouris influenced not only by consumer personalities and motivations, but also by the relationships within families. Studies are also aware of the significant role that consumer ethnocentrism plays on consumer behavior when dealing with products made abroad. Crosscultural examination of online shopping behavior. The aim of this thesis is to research similarities and differences culture has on consumer behaviour. Cross cultural, russian and chinese consumers, consumer behavior, marketing mix. See discussions, stats, and author profiles for this publication at. A strong marketing strategy in one culture might be unappealing, or even offensive, to members of another culture. Scholars generally conclude that no single theoretical approach fully captures the richness of cultural differences.
Beside from declaring the seven types and their core motivations core motivations can be seen from the expressions in brackets i am trying to find a connection between identified types and our cultural or mainstream consumer behaviour on the basis of three types of people explorer, aspirer and maintstream. May 10, 2015 crosscultural consumer behaviour towards the companies may 10, 2015 beh saw sin consumers behaviour is mainly dependent on cultural factors such as mutually hared operating procedures, unstated assumptions, tools, norms, values, standards for perceiving, believing, evaluating, and communicating. Most aspects of consumer behavior are culture bound. This article presents a framework that integrates and reinterprets current research in cross. Pdf the world economy is becoming increasingly crosscultural. Cultural factors and buying behaviour solomon 2011 sees consumer behaviour as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires. This attitude might be positive, negative, and neutral. This model on consumer behavior considered many items of culture, including language, religion, education, roles, norms, personality, lifestyle, socialization, and tradition. The impact of cultural factors on the consumer buying.
Culture is an extremely important concept to understand consumer behavior and that needs to be examined. Abstract most aspects of consumer behavior are culture bound. Yet, the lack of functional equivalence that exists may suggest the need for modification of some concepts and theories of consumer behavior. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, selfregulation, and information processing styles, and the effects of these cultural variations on consumer behavior such as brand. Pdf most aspects of consumer behavior are culturebound. Family is a social group and it can be considered the cornerstone of consumers so. Culture and social behavior university of british columbia. The influence of cultural factors on consumer buying.
During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. Culture is defined as a shared set of practices or beliefs among a group of people in a particular place and time. Culture and consumer buying behaviour we could argue that a growing child normally acquires a set of values, perceptions, preferences, and behaviours from his or her parents and family during his or her formative years and subsequently other social institutions in the larger society. In essence, it could be argued that the system of human behaviour. Culturethe sum total of learned beliefs,values,and customs thatserve to direct the consumer behavior of members of aparticular society.
As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market effectively to consumers who have different cultural values has never been more important. Certificate this is to certify that the thesis entitled the impact of cross culture on consumer consumption behavior. Several recent articles in the journal of business research baack and singh, 2007, soares et al. Cross cultural consumer psychology 1105 recent developments suggest that these two distinct culturally determined selfschemas may coexist in memory, such that contextual factors can temporarily activate either the independent or the interdependent selfconstrual. It is relatively easy to activate distinct independent versus inter. Introduction western businesspeople often concentrate on the. The aim of this paper is to construct a conceptual framework for crosscultural consumer behaviour research. Globalization and its effect on consumer behavior bartleby. Toward an understanding of crosscultural consumer behavior in international marketing. This means that individuals behavior in a consumer setting provides insight into their overall cross cultural behavior, and any patterns or trends are likely to be seen in other aspects of their life such as worklife. Pdf crosscultural consumer behavior 45 an integrative. A study of selected districts of maharashtra and submitted by ms. Cross cultural consumer and industrial buyer behavior.
Cultural factors influencing consumer behavior definition. There is not just one type of consumer, they come in many forms, varying by their age, income, education and taste. Research on cultural styles of thinking and consumer behavior has proliferated in recent years. Booth and shepherd in koutroulou and tsourgiannis 2011. Toward an understanding of cross cultural consumer behavior in. The definition of culture offered in one textbook is that complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of. Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other different initiative that impacts their customers. The model demonstates a divide of seven different categories. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. However, there is still very little research being carried out on how consumer values in different ethnic cultures influence. Fortunately, cross cultural consumer research has much to contribute to understanding this domain lafevre, 20. Eva sutter term paper advanced seminar business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay.
The handbook of international advertising research. A conceptual background of cross cultural consumer research was investigated based on mccrackens culture and consumption theory and hofstedes national culture theory. The cultural factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the individual grows. Handbook of culture and consumer behavior oxford scholarship. That is, culture represents influences that are imposed on the consumer by other individuals. Chapter cb cross cultural consumer behavior consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Culture and subcultureconsumer behaviour by tasleem ali mbaprist batch201012 msrim bangalore 2. Culture is defined as the set of values, beliefs and activities which are communicated from elders to younger people adler, 2001, or patterns of thought and manners which are widely shared. She is a key member of a team exploring how technology can be. Gagandeep kaur nagra is a bonafide research work for the award of the doctor of philosophy in business management at the padmashree dr. Most aspects of consumer behavior are culturebound.
Culture culture is the complex of beliefs of human societies, their roles, their behavior, their values, traditions, customs and traditions. Oct 11, 2009 consumer behavior ninth edition schiffman and kanuk. There are a great many cross cultural variations in consumer behavior that are of particular interest to the marketer operating in more than one culture. The culture a person is born into goes a long way toward determining that individuals behavior patterns, beliefs and values. Cross cultural consumer psychology has been extensively researched for over 25years. Pdf an integrative framework for crosscultural consumer behavior. Nov 01, 2002 this study examined the relationship of consumer values, needs and purchase behavior in two asian consumer markets, china and south korea.
However, existing models of the effect of culture on consumer behavior do not offer a framework in which literature can be adequately integrated, are not firmly grounded in theory, or do not contain a full account of how specific cultural dimensions affect specific consumer behavior components. Research on the influence of culture on consumer decision making and consumption behavior has witnessed tremendous growth in the last decade. What are cultural factors influencing consumer behavior. Implementing that knowledge with a clear series of managerial guidelines can actualize the value of that understanding. Culture is part of the external influences that impact the consumer. The role of culture in consumer behavior bizfluent. A consumer s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Subsequently, the study, of cross cultural consumer decisionmaking will be highly beneficial for. Pdf an integrative framework for crosscultural consumer. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Addresses 1 university 2 ofbritish columbia, department psychology, canada university. Based on a consumer survey conducted in france, germany, and the u. Consumer behavior ninth edition schiffman and kanuk.
Dimensions of indian culture, core cultural values and indian. Consumers tend to have an attitude when it comes to a particular product being made in a particular country. Crosscultural consumer values, needs and purchase behavior. As there is a large proportion of international students studying business administration at centria university of applied sciences, the author has set the target group of.
Article pdf available in journal of business research 888862. The influence of cultural factors on consumer buying behaviour and an application in turkey. Consumer needs, to be fulfilled through consumption of particular products or brands, however, vary considerably with the socioeconomic and cultural differences. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Consumers perceptions of corporate social responsibilities. An integrative framework for crosscultural consumer behavior. Consumer behavior is about the approach of how people buy and the use merchandise and services.
To better tackle this, work on cultural evolution and culturegene coevolution delivers the tools and approaches to develop theories to explain these psychological and behavioral patterns, and to understand their relationship to culture and human nature. Crosscultural data are also available for understanding the cultural factors that predict variations in consumption pattern between coun tries and within a country. Some research found that globalization leads the reduction of international barriers along with the preservation of cultural traits and rises the necessity of consumer cross cultural behavior research in different markets of goods and services. Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. Because the study of culture requires the cross cultural equivalence of measurement, the second half of this chapter addresses in detail specifi c measurement issues and culturally based response biases likely to be of interest to consumer psychologists. Crosscultural consumer behaviour towards the companies beh. Culture is the fundamental determinant of a persons wants and behavior. Understanding the cultural bases for ethical behavior in both the usa and china can arm a marketer with knowledge needed to succeed in cross cultural business. The functional equivalence of products and consumer activities across cultures is a largely unexplored area. Cross cultural study is an extremely important activity for a multinational marketer.
Current issues in the crosscultural and crossnational consumer research. Hofstedes dimensions of culture in international marketing. Culture i learned at childhood itself from the social environment. Consumer behaviour deals with the study of buying behaviour of consumers. Culture and consumer behavior toward an understanding of. This article presents a framework that integrates and reinterprets current research in crosscultural consumer behavior. Current issues in the cross cultural and cross national consumer research. As marketers can attest, promotional and branding efforts that work in one cultural context may fail in others.
The consumption of marketmade commodities and desireinducing. Cultural effects on consumer behavior, 5 5 strategic application of cross cultural and global influence research has shown that the strength of ethnic culture has a significant effect on consumer purchasing behavior and that the higher their strength of ethnic identification the greater their. A consumers level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior domains. In this paper, we analyze the marketing implications of cultural differences and similarities that exist between the people of two or more nations. During the next decades, as marketers enter new international markets, an. There is a growing interest in cultural differences of countries and understanding the cultural context of consumer behavior in a globalized marketplace maheswaran and sharon, 2000. Marketers spend a great deal of time and money studying the effects of culture on consumer behavior. Crosscultural styles of thinking and their influence on. This is especially true for multinational companies that have customers from a diverse series of cultural backgrounds. Online buying mirrors crossnational variance of conventional buying. Building on earlier studies that show how eastern and western cultures differ in consumer behavior, recent studies provide a more finegrained view of when differences due to analytic and holistic thinking are more likely to emerge.
Journal of international consumer marketing vol 2334, 246295. According to samli 1995, consumer behavior could be predicted using a scoring system on relevant cultural. Cross cultural consumer characterization by apraag infogram. During the next decades, as marketers enter new international markets, an understanding of how.
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