Exam 13: Cross-cultural consumer behaviour: An international perspective

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The following issues are all included in the textbook:
1.Differences in language and meaning words or concepts - (e.g. 'personal checking account') may not mean the same in two different countries.
2.Differences in market segmentation opportunities - The income, social class, age and sex of target customers may differ dramatically between two different countries (for example, in wealthy parts of the United States, expensive luxurious sport cars may be targeted toward young adults who have obtained their driver's licence, whereas this would not be the case in the most of Southeast Asia).
3.Differences in consumption patterns - Two countries may differ substantially in the level of consumption or use of products or services (e.g. Internet advertising may be a lot more successful in Western countries than in remote parts of Africa or Asia).
4.Differences in the perceived benefits of products and services - Two nations may use or consume the same product in very different ways (e.g. yoghurt as a breakfast food or snack in Australia and as a topping of lunch and dinner foods in the Middle East).
5.Differences in the criteria for evaluating products and services - The benefits sought from a service may differ from country to country (e.g. bank cards may be used in different ways in different countries).
6.Differences in economic and social conditions and family structure - The 'style' of family decision making may vary significantly from country to country (e.g. with China's one-child policy, children may have a much greater bearing on the family's decision-making).
7.Differences in marketing research and conditions - The types and quality of retail outlets and direct-mail lists may vary greatly among countries and fewer homes may have fixed phones. (For example, in some countries marketers may not have access to communicate to the public for their research).
8.Differences in the way advertising is recalled - For example, Chinese and Australian consumers recall advertising in different ways.