跨文化消费者行为Cross-culturalconsumerbehaviou.ppt

Chapter 4 Cross-cultural consumer behaviour,introduction,In this chapter we will looking with other eyes and move to question the cross-cultural transposability of consumer behaviour theories.,4.1 Culture and consumer behaviour-the influence of major cultural traits on consumer behaviour.,.Hierarchies of needs,which shape demand across product categories.,1.Maslows theory 1)physiological needs are at the lowest level 2)safety needs emerge when physiological needs are satisfied 3)social needs,which include friendship and love relationships 4)esteem is strongly supported by status-improving goods.5)the need for self-actualization,encompassing the development of ones own personality.,2.the satisfaction of our needs were influenced by the level of economic development.In a less developed economy,people usually focus on more basic survival needs.However,some cultures encourage the need for self-actualization.,3.consumer motivations are rooted in the dynamics of social life.,Maslows picture of motivation cannot provide a universal view cross-culturally.Its not true that needs must be satisfied at one level in order for the needs in the next level to appear.,.Individualism and collectivism,1)the industrial marketing literature2)the family decision making The family is often seen as an interacting group of individuals.some cross-cultural CB researchers have depicted the family group as an organic entity,While an organic conception of the family as a single decision-making unit is not easily grasped.This is especially true in Asia.,.Independent versus interdependent self,Public and private 1)Public meanings emerge through socialization and participation in shared activities and are reinforced in social interchanges.2)Private meanings are the sum of the subjective meanings that an object holds for a particular individual.some of them are unique to the consumer,2.independent and interdependent,1)The independent self corresponds to the Western conception.The inner self is the regulator of activity and personal consumption preferences are supposed to reflect a persons tastes,values and convictions.,2)the interdependent self of most Asians is based on an assumption of collectivism.People with interdependent selves tend to value the criteria of appropriate social conduct in their consumption behaviour.,.Institutions,social conventions,habitsand customs,Institutions(such as the state,the Church and trade unions)also have an influence on the marketing environment.2.Eating habits is the most important cultural conventions that structure daily life in the consumption domain.This should be considered as the whole process of purchasing food and beverages,cooking,tasting,and even commention.,4.2 The influence of culture on selected aspects of consumer behaviour-the impact of culture on selected aspects of consumer behaviour.,1.Loyalty,1)Loyal consumers prefer to be sure of what they buy.However,they reduce their opportunity to find other better choices which would provide them with more value 2)Disloyal consumers try new brands when a new one is promoted,and take advantage of temporary price reductions.,3)Uncertainty avoidance and collectivism were both positively related to loyalty,companies entering markets with these characteristics will face more obstacles.4)marketing strategies need to differ where consumers are fundamentally more loyal.,2.Consumer involvement,The involvement of the consumer in product purchase or consumption varies across cultures,3.Perceived risk,1)An important variable in consumer behaviour,and differs according to its breakdown into various components2)When purchase contexts are highly standardized worldwide,there are only minor differences in risk-reducing behaviour across cultures,4.Consumer cognitive styles,An individual reviewing opportunities,evaluating alternatives,rationally searching for information,relying on opinion leaders and word-of-mouth communication,and influenced by social environment and situational factors.,