Cross Cultural Consumer Behavior: An International Perceptive in Consumer Behavior
Cross Cultural Consumer Behavior: An International Perceptive in Consumer Behavior
PSY/322
February 24, 2014
Susan Rusnak
Cross Cultural Consumer Behavior: An International Perceptive in Consumer Behavior
Case Studies
This study emphasizes cultural differences of consumer behavior in the international market place. This study will evaluate the consumer behavior and purchasing decisions. Consumer behavior as it related to emotional and cognitive consumer reactions. Cross cultural differences as they are related to emotional responses, attitude, behavior, the impact and the response in the international market place. How domestic products and their branding is viewed and the effects of product branding in the international market place (Kim, 2013). Investigating the international cultural market place to establish which products fit best in the different international cultural. It would also be important to understand the cross cultural product and business ethics. The two cases studied emphasize the importance of marketing communication to understand their audience’s wants and needs and what markets are appropriate for products and their branding. This paper first examines the purchasing decisions between the Japanese market and the markets outside Japan. How the Japanese view technologies developed outside the culture. The second examination is to identify what Walt Disney Company learned about consumer behavior and purchasing decisions at Hong Kong Disneyland. Disney learned a very important lesson about accepting local culture.
Case one - Japan to Apple’s iPhone: “No Thanks!”
Chen (2009), "Apple’s iPhone has wowed most of the globe — but not Japan, where the handset is selling so poorly it’s being offered for free” (Wired). Based on the Japanese perspective the problem with Apple’s iPhone is the lack of product appeal and features to the Japanese culture. The Japanese consumers have high complex expectation of the technology
PSY/322
February 24, 2014
Susan Rusnak
Cross Cultural Consumer Behavior: An International Perceptive in Consumer Behavior
Case Studies
This study emphasizes cultural differences of consumer behavior in the international market place. This study will evaluate the consumer behavior and purchasing decisions. Consumer behavior as it related to emotional and cognitive consumer reactions. Cross cultural differences as they are related to emotional responses, attitude, behavior, the impact and the response in the international market place. How domestic products and their branding is viewed and the effects of product branding in the international market place (Kim, 2013). Investigating the international cultural market place to establish which products fit best in the different international cultural. It would also be important to understand the cross cultural product and business ethics. The two cases studied emphasize the importance of marketing communication to understand their audience’s wants and needs and what markets are appropriate for products and their branding. This paper first examines the purchasing decisions between the Japanese market and the markets outside Japan. How the Japanese view technologies developed outside the culture. The second examination is to identify what Walt Disney Company learned about consumer behavior and purchasing decisions at Hong Kong Disneyland. Disney learned a very important lesson about accepting local culture.
Case one - Japan to Apple’s iPhone: “No Thanks!”
Chen (2009), "Apple’s iPhone has wowed most of the globe — but not Japan, where the handset is selling so poorly it’s being offered for free” (Wired). Based on the Japanese perspective the problem with Apple’s iPhone is the lack of product appeal and features to the Japanese culture. The Japanese consumers have high complex expectation of the technology