Cross Culture Study
1
LESSON – 36 CROSS CULTURE CONSUMER ANALYSIS,
RELEVANCE FOR MARKETERS
Instructional Objectives:
After completion of this lesson, the student shall know about:
Exposure to other Cultures
Cross-Cultural Consumer Analysis
Application of Cross Culture Consumer Analysis: Relevance for Marketers
Strategies for Multinational Companies
Relevance of Culture for a Marketer
7.5.7 EXPOSURE TO OTHER CULTURES:
As a result of rapid advancement and all-round development, we find ourselves exposed to people from various cultures. There has been a great deal of opening up, and the society has been impacted on all fronts, be it social, economic, cultural or technological. The cultural fabric has undergone a transformation and we see changes in our values and beliefs, customs and traditions, etc.
As consumers also, we have been exposed to other cultures. We have inculcated/adopted values and beliefs, perspectives and orientations that are much different to what existed earlier. The past decade particularly, has seen changes with respect to what we eat, what we wear and how we behave.
All this has impacted our buying patterns and
consumption behavior. There have been changes in demand with respect to our food and diet, clothing and lifestyles, etc.
It is important for a marketer to give consideration to three major issues; i) how do consumers in one culture get exposed to good/services being used by people of other cultures; ii) 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); iii)
how should a marketer
design/adapt his 4Ps so as to accepted by people of other cultures (in foreign markets).
Generally speaking, as consumers we are exposed to foreign cultures either i) through ones’ own initiatives; or ii) through the marketers’s efforts. Ultimately both these means of exposure lead to cultural transfer and amalgamation.
i) People get exposed and
LESSON – 36 CROSS CULTURE CONSUMER ANALYSIS,
RELEVANCE FOR MARKETERS
Instructional Objectives:
After completion of this lesson, the student shall know about:
Exposure to other Cultures
Cross-Cultural Consumer Analysis
Application of Cross Culture Consumer Analysis: Relevance for Marketers
Strategies for Multinational Companies
Relevance of Culture for a Marketer
7.5.7 EXPOSURE TO OTHER CULTURES:
As a result of rapid advancement and all-round development, we find ourselves exposed to people from various cultures. There has been a great deal of opening up, and the society has been impacted on all fronts, be it social, economic, cultural or technological. The cultural fabric has undergone a transformation and we see changes in our values and beliefs, customs and traditions, etc.
As consumers also, we have been exposed to other cultures. We have inculcated/adopted values and beliefs, perspectives and orientations that are much different to what existed earlier. The past decade particularly, has seen changes with respect to what we eat, what we wear and how we behave.
All this has impacted our buying patterns and
consumption behavior. There have been changes in demand with respect to our food and diet, clothing and lifestyles, etc.
It is important for a marketer to give consideration to three major issues; i) how do consumers in one culture get exposed to good/services being used by people of other cultures; ii) 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); iii)
how should a marketer
design/adapt his 4Ps so as to accepted by people of other cultures (in foreign markets).
Generally speaking, as consumers we are exposed to foreign cultures either i) through ones’ own initiatives; or ii) through the marketers’s efforts. Ultimately both these means of exposure lead to cultural transfer and amalgamation.
i) People get exposed and
References: Loudon, D.L. and Bitta A.J. Della, Consumer Behavior, Fourth Edition, 2002, Tata Peter, P.J. and Olson, J.C., Consumer Behavior and Marketing Strategy, Seventh Edition, 2005, McGraw-Hill Higher Education. Schiffman, L.G. and Kanuk, L.L., Consumer Behavior, Eight Edition, 2004, Prentice Hall, India. Wells W.D. and Prensky, D., Consumer Behavior, 1996, John Wiley & sons, Inc.