Cross Cultural Dimensions of Consumer Behavior
Definition
Cross cultural marketing is defined as “the effort to determine to what extent the
consumers of two or more nations are similar or different.”
- This will facilitate the marketers to understand the psychological, social & cultural
aspects of foreign consumers they wish to target
- So as to design effective marketing strategies for each of the specific national
markets involved
- To succeed, international marketers must understand the nature and extent of
differences between the consumers of different societies – cross-cultural
differences so that they can develop effective targeted marketing strategies to use
in each foreign market of interest
Basis for cross-cultural analysis
• Language and meaning
• Difference in market segmentation opportunities
• Differences in consumption pattern & perceived benefits – of products & services
• Preferences for products & brands
• Shopping Behavior
• Exposure to promotion media
• Savings & use of the credit for purchasing products
Problems in Cross-cultural Marketing
• Problems related to product selection
The marketer going for cross-cultural marketing has to select the customer/market
not on the basis of the superficial similarities of age or income, but by using the real
motivating factors that prompt them to accept or reject products
Eg – McD has to change its global product portfolio after entry into India
(introduction of Aloo Tikki Burger)
• Problems related to promotion/marketing communication - The Ariel in the
Middle East and also Pepsi
• Problems Related to Pricing - The marketer has to adjust his pricing policies
according to the local economic conditions and customs
• Problems related to selection of distribution channels
Cross cultural Consumer Analysis (CCC A)
- It can be defined as the effort to determine to what extent the consumer of two
or more nations are similar or different
- Such analysis 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 design effective marketing strategies for the specific national
markets involved
- It shall also include a comparison of sub cultural groups within a single country
- The Major Objective of CCC A is to determine how consumers in two or more
societies are similar and how they are different
- Influenced by Factors like how similar the beliefs, values and customs are that
govern the use of the product in various countries
- CCC Research also plays a significant role in CCC A. Research methods may have
to reexamined. The researchers must also keep in mind that cultural differences
may make the standard research methodologies inappropriate
- Cross Cultural Acculturation is a twin process for marketers. Firstly, marketers
must thoroughly orient themselves to the values, beliefs and customs of new
society to appropriately position and market their products. Secondly, to gain
acceptance for a culturally new product in a foreign society, they must develop a
strategy that encourages members of the society to modify or even break with
their traditions
Eg – Colgate started promoting its toothpaste and toothbrush in rural areas by
educating customers about benefits against traditional ‘neem’ sticks
