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Lecture 3

The document discusses consumer behavior in an international context, emphasizing the psychological and social factors that influence decision-making across different cultures. Key concepts include motivation, learning, personality traits, and Hofstede's cultural dimensions, which shape consumer preferences and behaviors. Understanding these factors is essential for developing effective marketing strategies tailored to diverse consumer segments.

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3 views

Lecture 3

The document discusses consumer behavior in an international context, emphasizing the psychological and social factors that influence decision-making across different cultures. Key concepts include motivation, learning, personality traits, and Hofstede's cultural dimensions, which shape consumer preferences and behaviors. Understanding these factors is essential for developing effective marketing strategies tailored to diverse consumer segments.

Uploaded by

ZK Writer
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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LECTURE 3

Perspectives on consumer behavior

Consumer behavior in the international context refers to the study of how individuals make
decisions and engage in activities related to acquiring, using, and disposing of products and
services across different countries and cultures. It involves understanding the psychological and
social dimensions that influence consumer behavior worldwide.

Motivation

Motivation is the driving force behind consumer behavior, influencing why individuals make
specific choices and engage in certain actions. In the international context, motivational factors
vary across countries and cultures, highlighting the importance of considering diverse consumer
motives when developing marketing strategies.

Learning

Learning plays a crucial role in shaping consumer behavior. It involves acquiring knowledge,
attitudes, and skills through experiences. Cultural influences impact the learning process and
shape consumers' preferences and behaviors across different countries.

Personality

Personality refers to enduring characteristics that influence an individual's behavior and


decision-making. Personality traits, such as extroversion or openness, can vary across cultures
and impact consumers' responses to marketing efforts.

Personality Traits

Personality traits are relatively stable qualities that vary in degree from person to person. While
it is challenging to make generalizations about personality traits among people of a particular
country, the concept of national character suggests that each nation has a distinctive, enduring
pattern of behavior and personality characteristics. For example, Koreans describe themselves
as being driven by two complementary passions: han (bitterness) and jong (devoted love),
which explains their intense productivity and occasional violence. Personality traits can
influence consumer behavior, with consumer ethnocentrism being a notable trait where
consumers feel it is inappropriate or immoral to buy imported products. Understanding national
market personality characteristics is essential for effective marketing strategies.

Hofstede's national cultures

Hofstede's national cultures theory identifies cultural dimensions that differentiate countries.
These dimensions, such as individualism versus collectivism, power distance, and uncertainty
avoidance, impact consumer behavior by shaping values, beliefs, and norms within each
culture.

 Individualism vs. Collectivism: Individualism refers to a cultural orientation where


individuals prioritize their own goals, independence, and personal achievements.
Collectivism, on the other hand, emphasizes group harmony, cooperation, and loyalty to
the collective. It influences consumer behavior by shaping attitudes towards individual
versus group needs and preferences.
 Large or Small Power Distance: Power distance refers to the extent to which less
powerful individuals accept and expect unequal distribution of power within a society. In
cultures with a large power distance, hierarchical relationships and authority are valued,
while cultures with a small power distance emphasize equality and inclusiveness. Power
distance affects consumer behavior by influencing perceptions of authority, decision-
making, and social status.
 Strong or Weak Uncertainty Avoidance: Uncertainty avoidance refers to a society's
tolerance for ambiguity, uncertainty, and risk. Cultures with strong uncertainty
avoidance seek stability, structure, and strict rules, while cultures with weak uncertainty
avoidance are more open to change, innovation, and risk-taking. Uncertainty avoidance
impacts consumer behavior by influencing risk perception, decision-making, and
preference for familiar versus novel products.
 Masculinity vs. Femininity: Masculinity represents a cultural orientation that values
assertiveness, competition, and material success, while femininity emphasizes
nurturance, quality of life, and cooperation. These dimensions influence consumer
behavior by shaping preferences for competitive versus cooperative products,
consumption patterns, and gender role expectations.

Clustering: Commonality and diversity

Clustering consumers involves grouping individuals based on common characteristics or


behaviors. Recognizing the commonalities and diversity in consumer behavior across countries
helps marketers tailor their strategies to specific segments within each cultural context.

Psychographics

Psychographics involves segmenting consumers based on psychological traits, values, interests,


and lifestyles. Understanding the cultural factors that shape psychographic profiles enables
marketers to target consumer segments effectively.

Perception

Perception refers to how individuals interpret and make sense of sensory information. Cultural
influences play a significant role in shaping perception, impacting how consumers perceive
products, brands, and marketing messages across different countries.

Formation of Perception

Perception refers to the process through which individuals interpret and make sense of sensory
information from their environment. The formation of perception is influenced by various
factors. First, individuals' previous experiences, beliefs, and attitudes shape their perception of
stimuli. Cultural and social factors also play a significant role, as people's perceptions are
influenced by their cultural backgrounds, norms, and values. Additionally, selective attention
and exposure to stimuli affect perception, as individuals may focus on certain aspects while
ignoring others. The country of origin can also impact perceived product quality, as consumers
may associate certain countries with high or low quality. Marketers should understand the
formation of perception to effectively position their products and messages in line with
consumers' perceptions.

Country of origin and perceived product quality


The country-of-origin effect refers to how consumers perceive and evaluate products based on
their country of manufacture. Cultural factors influence consumers' perceptions of product
quality, with country image and reputation playing a vital role in consumer decision-making.

Attitude

Attitude represents an individual's evaluation and feelings towards an object, person, or


situation. Cultural factors shape attitudes towards products and brands, impacting consumer
behavior across different countries and cultures.

Social class

Social class refers to a group's position within a society's hierarchical structure. Cultural
variations in social class structure influence consumer behavior, as individuals' social class
impacts their purchasing decisions, preferences, and consumption patterns.

Group

Reference groups, such as friends, family, or social communities, influence consumer behavior.
Cultural variations in group dynamics impact individuals' purchasing decisions, as they seek
approval and conformity within their cultural context.

Family

The family unit plays a crucial role in consumer behavior, as it influences individuals' attitudes,
values, and decision-making processes. Cultural factors shape family structures and dynamics,
impacting consumer behavior across different countries.

Opinion leadership

Opinion leaders are individuals who influence others' attitudes, opinions, and behavior. Cultural
factors impact opinion leadership dynamics, as cultural norms and values shape the credibility
and influence of opinion leaders within different cultures.

Diffusion process of innovations


The diffusion process refers to how new products or innovations spread and are adopted by
consumers. Cultural factors affect the speed and spread of innovations, as consumer acceptance
and adoption vary across different countries and cultures.

For More Details:

Chapter 7: Consumer behavior in the international context (Psychological and social


dimensions)

International Marketing Analysis and strategy , Fourth edition

Authors Sak Onkvisit and John J. Shaw

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