Cross Cultural Buyer Behaviour Introduction

Dr Aliakbar Jafari

Class Arrangements
Class title Class code Credit value Standard/Level Core/optional Semester Pre-requisites Name of Lecturers Class Coordinator Department Telephone extension e-mail address Cross Cultural Buyer Behaviour MK942 20 credits Postgraduate/MSc Level 5 Core One None Dr Aliakbar Jafari + Dr. Kathy Hamilton Dr Aliakbar Jafari Marketing 3768 aliakbar.jafari@strath.ac.uk

13 Lectures + 1 hour of Exam Revision

Class Objectives
By the end of the module students should have gained knowledge in the following key areas: The necessity of a global understanding consumers approach to

The importance of being sensitive to cultural dynamics

Building knowledge and understanding of consumer behaviour theory and research, its application in a diverse range of contexts

Class Objectives
The module will also improve student skills in the following areas: Critical assessment of theoretical tenets of course Cognitive abilities and non-subject specific skills Discussion skills Application skills Library skills

Class Content
Session 1 28 SEP Lecture Title/Subject/Content Introduction to the class: AJ Definitions, origins of Consumer Behaviour Why study consumer behaviour The meaning of culture: AJ Cultural values, rituals and myths Consumer behaviour in a global context, globalisation and the convergence of markets The importance of understanding cultural influences when designing international marketing strategies Internal influences on consumer behaviour 1 KH Cultural perspectives and Consumer Motives Perception and attitudes Internal influences on consumer behaviour 2 KH Learning Self concept around the world; consumers as identity seekers External Influences on Consumer Behaviour 1 AJ Reference Groups Cultural difference in the family Acculturation External influences on Consumer Behaviour 2: AJ Subcultures of Consumption: Demographic subcultures nationality, race, geographic, age, gender Lifestyle segments VALS, Japan VALS, international lifestyle segments New trends in subcultures consumer driven Organisational buying behaviour AJ Organisational buying behaviour versus individual consumer buying behaviour Organisational cultures Cultural interactions Cultural negotiations Contemporary Issues in Consumer Behaviour 1 AJ Contemporary Issues in Consumer Behaviour 2 Nostalgia KH Contemporary Issues in Consumer Behaviour 3 AJ + KH Contemporary Issues in Consumer Behaviour 4 AJ Contemporary Issues in Consumer Behaviour 5 AJ Pulling it all together AJ What does it mean for marketing? Examination Preparation

2 30 SEP

3 5 OCT 4 7 OCT 5 10 OCT

6 12 OCT

7 14 OCT

8 17 OCT 9 21 OCT 10 2 NOV 11 9 NOV 12 11 NOV 13 16 NOV

Assessment
Assignment: individual, worth 40%
Exam: January 2012 and worth 60%, answer 3 questions from a choice of 6

Reading
Core Text De Mooij, Marieke (2010), Consumer Behaviour and Culture, Sage, 2nd edition Other Consumer Behaviour text books available in library Journal articles make use of library electronic databases to search for relevant articles Association for consumer research: http://www.acrwebsite.org/volumes/

Myplace

Check Myplace regularly for lecture and tutorial materials, and announcements Log on with registration username and password http://classes.myplace.strath.ac.uk/

Consumer Behaviour Defined

The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.
Consumption plays an important role in our social, psychological, economic(al), political, and cultural lives.

The Domain of Consumer Behaviour

Individuals or groups acquiring, consuming, and disposing of products, services, ideas and experiences.
Acquiring includes: receiving, finding, inheriting, purchasing, producing Consuming includes: collecting, cleaning, nurturing, preparing, evaluating, serving, displaying, storing, wearing, sharing, devouring Disposing includes giving, throwing away, recycling, depleting

Roots of the Discipline

From a macro (social focus) to a micro (individual focus) perspective, several disciplines underpin consumer behaviour. These are cultural anthropology, history, demography, semiotics/literary criticism, macroeconomics, sociology, social psychology, developmental psychology, clinical psychology, experimental psychology.

Consumer Behaviour and Role Theory

Choosers choosing between different alternatives. Communicators selecting goods that display our roles and statuses.

Identity seekers showing our real selves. Pleasure seekers in search of a real kick of pleasure. Victims of fraudulent or harmful offerings. Rebels reacting against authority turning something into something else. Activists boycotting products that do not meet ethical standards.

The need to understand consumer behaviour

Makes good business sense if companies want to understand their customers needs. As an input into the marketing strategy consumer response may often be the ultimate test of whether or not a marketing strategy will succeed. What else?

The Modern Consumer

Complex, emotional reasons behind purchase Affluent More demanding Wants more choice Easily bored Has more information Many sources for purchase More knowledgeable Etc.

The relationship between consumer and marketer

Pre-purchase stage
During-purchase stage Post-purchase stage

Marketings impact on consumers

Do consumers view the world from marketers perspectives?

Do marketers create, shape and communicate popular culture?

Do marketing messages govern consumers buying behaviour?

Consumers relationships with products

Self concept attachment the product helps to establish the users identity. Nostalgic attachment the product serves as a link with a past self. Interdependence the product is a part of the users daily routine. Love the product elicits bonds of warmth, passion, or other strong emotion.

Do marketers manipulate consumers?

Do marketing techniques convince consumers of the need to buy a product? Do marketers create artificial needs? Do marketers promise miracles? Do consumers have free will? Can consumers decide independently what to do and not be prevented from carrying out this action? What are the differences between needs and wants? Do consumers react automatically in a predefined way to certain stimuli?