Exposure to other cultures

• Inculcated/adopted values and beliefs, perspectives and orientations

that are much different to what existed earlier
• Changes with respect to what we eat, what we wear and how we
behave
• Impacted our buying patterns and consumption behavior
Why go global ?
• Multinational fever
• Future growth
Menu at Ambani’s son’s wedding
• Fresh burrata, ricota, asparagus and black truffles were flown in from Italy with
Italian chefs.
• Dessert -Luxury Parisian bakery Laduree set up a separate parlour that displayed
some of their best pastries including
• Marie Antoinette cake
• Praline bomb (a firm combination of almonds and caramelised sugar)
• Opera (a French cake with layers of almond sponge cake soaked in coffee syrup,
layered with ganache and coffee buttercream, and covered in a chocolate glaze),
• French toast with hot chocolate.
• Rigatoni gelato.
•
Three major issues
• How do consumers in one culture get exposed to good/services being
used by people of other cultures
• how should a marketer design/adapt his 4Ps so as to be accepted by
people influenced by newer cultures (if he is serving in the home
market only);
• how should a marketer design/adapt his 4Ps so as to accepted by
people of other cultures (in foreign markets).
How consumers get exposed
• Travelling abroad
• live abroad while on foreign
assignments
• work with people of foreign
cultures while in their native
country
• get exposed through media
 • launching their
products and services
into newer
geographical segments
(often across national
borders)
• promotional measures
that lead to awareness
and develop consumer
interest for trial and
adoption of newer
influenced through products and services.

marketer’s efforts
Cross cultural consumer behavior analysis
• Definition • Objective
• the effort to determine to what • To determine how consumers in
extent the consumers of two or two or more societies are similar
more nations are similar or and how they are different
different.” (Schiffman)
Chinese vs American
Chinese vs American

Values a person’s
duties to family,
clan and state Greater emphasis
on self reliance
Chinese vs American

Submissive to
authority Values the
individual
personality
Chinese vs American

Ancestor
worship Resents class
based distinctions
Chinese vs American

A closed worldview,
importance to
stability and An open view of the
harmony world,emphasizing
change and movement
Differences
Similarities
Acculturation -
Acculturation
• Thoroughly orient themselves to the
values, beliefs and customs of the new
society
• They must develop a strategy that
encourage consumers modify/break
with their traditions
Marketing strategy

Product No double meaning

names
or be easy to remember, recall and
brands pronounce
should be distinct and not duplicate
names already existing
Marketing strategy

Product appeals to the needs and wants of people

or from foreign cultures.
service keeps in mind local customs and
offering traditions while formulating the strategy.
Marketing strategy

Other packaging ,labeling ,design of advertisements

-make sure of colors and symbols.
aspects
Employ local (foreign) people for sales and
marketing in foreign cultures.
Relevance of cross cultural behavior analysis
• helps predict customer reaction to a product and service offering
• would get inputs into how the foreign culture is different to his
native culture.
• help him to position his product/service offering appropriately
• provides a marketer with inputs as to how he should be modifying
his 4Ps
Important decisions
• international market segment(s) that they would be catering to,
• whether to pursue a standardized identical global strategy for all
countries/cultures or to go in for a customized localized marketing
strategy unique to a country/culture.
 Product Strategy Communication Strategy
Framework Standardized Localized
Communications Communications
for Standardized Global Strategy : Mixed Strategy :
Product Uniform Uniform
Alternative product/Message Product/Customized
Message
Global Localized product Mixed Strategy :
Customized
Local Strategy :
Customised
Marketing Product/Uniform
Message
product/Customised
message

Strategies
 Stage 1 Cannot get the well known brand locally

A Product Stage 2 Foreign brand available locally, but still foreign

Recognition
Continuum Stage 3 Imported brand ‘ national status’
for
Multinational
Stage 4 Foreign brand made locally and viewed as local brand
Marketing
Stage 5 Brand become borderless or global
Reference
• Schiffman L.G. and Kanuk L.L. (2006), Consumer Behaviour, Eleventh
Edition, Pearson Education, New Delhi.