Cross-cultural Consumer Behavior: An International Perspective

A cross-cultural study of customer behaviors is to decide to what degree two

customers are or two nations are different or similar. These analyzes give marketers with a
psychological, social understanding of, and cultural characteristics of global customers they
wish the aim is to develop successful marketing strategies for the different local, national
markets.

An understanding of mutual similarities and differences to the global marketer who is

vital between nations should formulate effective strategies explicitly for reaching consumers
asian currencies. Some of the cross-cultural problems analyzes include language variations,
consumption habits, needs, use of goods, economic and social circumstances,
commercialization conditions and the prospects for market research. Acculture is the
mechanism by which marketers perform cross-cultural researches about other cultures'
ideas, beliefs, and customs. Apply this information integrally to selling goods.

We use different marketing strategy to position products in different context. Global

marketing strategy use same technique for selling the same product globally while local
marketing strategy use different positioning strategy in different region which are divided
through geography, and culture. The greater the similarity between nations, the more
workable it will be is to employ marketing strategies similar in each country. If the personal
views, beliefs, and customs of target countries vary widely, and then a strongly individualized
marketing plan for each country shall be indicated. When determining whether to tailor the
goods to local cultures, advertisers must take local traditions, language barriers, and legal
issues. Product customization is one thing which is used for local markets, many products
adopted this strategy like Oakley, Mattel, Home Depot, McDonalds and many more which
brough different products to cater the local market needs.

Global consumers are increasing in the recent times and companies are trying to
target them and make them a new prominent target segment for the future. Some of these
target segments are:
 Global Millennials: Millennials make up 25% of the world population and they are the
person who are showing increased spending capabilities. They are seeking more
healthy and balanced life for the future and are willing to spend for it thus making a
perfect target segment for the companies.
 Global Teens: This group generally show similar behavior all around the world.
Thanks to the boom in internet it makes them even similar as they are exposed to
similar things apart from the cultural influence.
 Global Middle Class: These people are increasing day by day. The wealth in the
world is increasing and the highest rise is in the middle class across globe. Poor
countries can’t just go in the bracket of rich countries but increasingly entering the
bracket of middle class countries thus opening a new market.

Increasingly, businesses market their goods worldwide for a similar explanation.

Several businesses have learned these overseas markets, represents a significant incentive
for potential development. When their homeland markets mature. This achievement is
propelling them to widen their horizons and search for customers in worldwide markets.
What is more, customers around the globe is keen to try "alien" products common in
different and remote areas. As customer numbers rising touch the consumer products and
lifestyles. As middle-class customers in developed countries, customers are rising,
advertisers are eager to find new customers and offer them products.

Firms are selling their products for a variety of reasons first of them is multinational
fever, apart from that foreign land give a lot of opportunities to grow and expand their market
on a global level and tap some new market. Following point will explain it further:
 Growth Potential: Consumers around the world like to try foreign products which
give the companies a push to reach to them and expand to foreign locations.
 Spending power and consumption: Consumer spending is increasing with each
progressing day which is luring companies and opening new market for the
consumers. Research has showed that many countries are now under the
developing country state and have improved spending power.
 Brand Shares: It also help companies to know about their market share and help
them take decisions regarding the market which they can penetrate in the future and
have the potential to grow.

International psychographic work also shows cultural ramifications. Considerable

variations for advertisers. Psychotherapist recognizes common beliefs, irrespective of
regional borders. Most of this work has tried to reveal the fundamental beliefs of people's
lives to understand their motives. That determines both action and attitude. The VALS
review the methodology was extended to psychographic recognition segments in other
countries.