There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Cross-cultural communication is a complicated but interesting subject involving consumer behavior, cultural factors and influences. Marketing considers the possible marketing mix that consists of price, product, promotion and place. The Chinese have been able to place loyalty to family and their kin from their young age. That will require much time to influence the online customers to buy their products. First, … The upper social classes prefer the use of books and magazines, while the sub-class consumers use television. Games, such as athletics, motorsports, tennis, car racing, are associated with the young generations who are energetic. They could either be loved or hated depending on what they have used in promoting or advertising their products. They will also be inconveniencing the residents of the area. Cross-Cultural Consumer Behavior Framework (ﬁgure 1), which was inspired by a conceptual model by Manrai and Manrai (1996). Understanding of similarities and differences that exist between nations is critical to multinational marketer who must devise appropriate strategies to reach … It is obvious that not all individuals are literate. A comparison between Germany and the U.S. College Nürtingen University Grade 1,0 Author Eva Sutter (Author) Year 2004 Pages 28 Catalog Number V35648 ISBN (eBook) 9783638354943 File size 1315 KB Language English Notes The world economy is becoming increasingly cross‐cultural. The way in which the system adapts to its habitat is essential in the use of technology in distribution of various resources. Thus, in order to influence people of various ages, marketers should develop adverts that easily fit into the various age groups. Japan has an elaborate bowing style that is common unlike in the United States. Every research begins here. Most marketers should focus on such countries when promoting various sportswear and materials. Culture is the set of attitudes, customs, art, laws, morals, beliefs and ways of doing things by a reasonable set of people. Cultural Factors Influencing Consumer Behavior Definition: 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 … Indians tend to show high levels of uncertainty avoidance compared to the Chinese and Malays. The Such games have become famous nowadays, consequently, creating a market for products, such as sports t-shirts of a particular team, such as a Manchester United Jersey. In another circumstance, some consumers tend to shift to another product when they discover that the product being offered to them is vague or it does not fit their personal requirements. Such individuals easily understand what an advert presented using a foreign language is trying to communicate. The influence of culture on consumer behavior is profound, and if misunderstood or taken lightly, then the product might fail in the new cultural market. Other features are: culture determines needs, culture consists of differences and similarities and the cultural organizations are convergent (Gaussorgues et al., 2009). Games are also a way through which different cultures can be developed. In other cases, the translation errors are due to disrespect from the person whose language and the messages are being brought. Business also fails as marketers from such countries cannot come to market in the other country. The ban constituted pictures of sausage pork and animated cartoon pigs. Start studying Chapter 13:Cross-Cultural Consumer Behaviour: An international Perspective. The buyer-supplier relationship is a significant way of examining performance of activities in different geographical settings. Eye contact[ CITATION Gua121 \l 1033 ] affects personal selling, although marketers can avoid such behaviors when doing promotions in certain regions with such phenomenon. The vuvuzela was later banned from use in most nations due to its sound that could lead to destruction of the eardrum. Socio-cultural factors comprise of different cultural, economic and instrumental variables, which determine different consumer buying patterns. Such habits enable increased sales and people's perceptions of various products in the market. For example, in the United States, Bronx accent is associated with individuals in the urban area; Appalachian accent is associated with individuals in rural areas (Luna & Gupta, 2001). The Hofstede model is used to explain variance. One other issue that may be employed is the labeling of items that may not be easy to comprehend. Current essay will focus on the analysis of the potential cross-cultural consumer behaviors and marketing communications. ï»¿Consumer Behavior, Marketing Strategy and Cross-Cultural Variations in Consumer Behavior Consumer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research on cultural styles of thinking and consumer behavior has proliferated in recent years. Cross-Cultural Consumer Behaviour. The main realm of subject study is the consumer behaviors in … 8-17). January 1, 2010 Sree Rama Rao Human Resource Management. Doing so will have a huge impact on the sales made and frequency of the product being bought. Advertisers should take it into account due to the difference in the language used by both social classes. Due to such factors, marketers can start manufacturing products that suit such consumer needs and wants. A comparison between Germany and the U.S. College Nürtingen University Grade 1,0 Author Eva Sutter (Author) Year 2004 Pages 28 Catalog Number V35648 ISBN (eBook) 9783638354943 File size 1315 KB Language English Notes Depending on the bracket the marketer is targeting with its products, the adverts, and promotional messages must be age considerate. Thus, online shopping will increase. Marketers should make proper use of such accents in carrying out adverts in such areas so that the people could understand the advert. Fishbein and Ajzen 1975; Ajzen and Fishbein 1980), by incorporating Triandis's (1994) Model of Subjective Culture and Social Behavior Relationships. Marketers interested in global expansion are especially interested in understanding cross-cultural differences in purchasing and consumption. International companies, therefore, need to carry out a detailed research on an individual area before developing a promotional technique. The cultural behavior in relation to consumer behavior and marketing can be discussed below by carrying out an extensive research. An example was in China where Nike television was banned for showing a commercial American basketball star James LeBron in a battle with Kung Fu animated cartoon masters and two dragons (Soares, 2004). Thus, manufacturers are limited in the ability to produce products that are competitive, such as OLX application (International Communication Association, 2006). The product can lose its name in such area in case the political party loses its popularity. In most cases, people bring the issue of proper dressing in cross-cultural meetings through ethnocentric prejudice. Conservative individuals mostly from the traditional setting tend to be rigid in decision making in relation to technologically produced items; thus, leaving marketers at a peculiar position. Such relationship should be ensured. Such analyses can provide marketers with an understanding of the psychological, social and cultural characteristics of the foreign consumers they wish to target, so that they can … In Finland, for example, school attendance is compulsory between the ages of seven years to sixteen years. The social class is another factor that affects consumer behavior across cultures. They need to put values first before money. There are three categories of language difficulties that include language translation, variations in culture among the same language and problem of conveying subtle distinctions from one language to another. For example, before making an international video conferencing call, a marketer should be conscious of the time at the other end. Games, such as football and rugby, are associated with the young, aged less than forty years. Consumer Behavior, Marketing Strategy and Cross-Cultural Variations in Consumer Behavior Consumer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Marketers should consider the cross-cultural behavior in existence when developing adverts and other promotional messages. People want to be fit and healthy. After assessment, the individual’s cultural profile is pinpointed inside the triangle, showing how close or how far it is to the world’s major cultural groups. 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 do-mains. If there are ongoing political dispute negotiations between parties from one country, business can be affected by negotiations. They should do so, as not to include features or characters that go against the societal values and people’s attitudes. A. If the ruling party discovers that the opposition has conspired with another nation, the ruling party can stop all business with that country. ... study, of cross-cultural consumer decisi on-making will b … Past and present political influences affect the way marketing communication is done. They include advertisement, publicity, personal selling, sales promotion and direct marketing (Sumeet, 2014). o This will facilitate marketers to understand the psychological , social and culturalpsychological , social and cultural … Most aspects of consumer behavior are culture-bound. That will influence immense online shopping from the targeted consumer. Marketers should use promotional means that reflect the true nature of their products rather than providing false information to the customers. The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking. Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different. Cross-Cultural Consumer Behavior Framework (ï¬gure 1), which was inspired by a conceptual model by Manrai and Manrai (1996). Therefore, marketers should look for ways that are more appealing to the elderly and more convincing to them. For example, in mainstream American culture, turkey is a traditional food for Thanksgiving. Errors that cause a grave concern are those that continue to be logical both in the original and translated version. The Concept of Culture. Marketing as a way of making users aware of available products makes it possible to understand the possible cross-cultural consumer behaviors. Muslim religion believes that by wearing long dresses, they honor Ala. Both the buyer and the seller have the mandate to make decisions on whether to buy or to encourage buyers to purchase the product. Hence, clothing marketers should concentrate on the young generation. Gender portrayal is used in communication to reflect the cultural and social norms. Thus, that contributes to huge sales and increased revenues to companies. The decisions represent a unique market, multiple cultures, ethnic groups and languages. The evaluation and analysis of consumer behavior are aimed at establishing and maintaining an enhanced relationship at a profit so that both parties achieve their objectives. New products will not only create new markets but enable the organizations to make profits from them. Businesses that deal with products from such animals, including the sausage industry, should consider the market in which they advertize their products. When cross-culture consumer behaviors are compared to countries, the differences are found to be prominent. Management tends to agree that the implementation, evaluation and development of different cultures must be undertaken within the underlying traditions and cultural values.