Page 164 - DMGT506_CONSUMER_BEHAVIOUR

Unit 12: Sub-culture and Cross-cultural Consumer Behaviour

Notes
Example: Ad focusing on Women

In developed and most developing countries, marketers are increasingly interested in working
women because it is a sufficiently large and growing market. They have a different set of needs
compared to women who do not work outside their homes. In recent times, a number of advertisers
have realised the importance of communicating appropriately with working women and mothers.

Task Select any sub-culture in India of your choice and interview some members to
find out their attitudes towards foreign made products. What in your view, are the
implications for companies marketing these products?

12.3 Cross-cultural Consumer Analysis

In its international operations, Levi Strauss closely follows both cross-cultural and sub-cultural
trends. The basic principle it follows is "think globally but act locally." The company recognises
that tastes in fashion, music and technology etc. are becoming increasingly similar across most
countries of the world because of global reach of media such as MTV, Internet and greater
facilities for travel. There seems to be increasing influence of American culture on consumption
vales as more and more consumers are shifting their preferences for American goods.

Example: Multinational corporations such as Proctor & Gamble, Pepsi, Coca Cola, IBM,
Gillette, Johnson and Johnson, Kellogg's, Colgate-Palmolive, Nestle, Canon, Epson, Honda,
Suzuki and many others earn large revenues abroad. As more foreign markets emerge and offer
opportunities for growth, marketing in foreign countries is likely to increase in importance.
Marketing across cultural boundaries is a difficult and challenging task because cultures may
differ in demographics, languages, values and non-verbal communications. When managers
venture abroad, they experience a series of psychological jolts when they face new customs,
value systems, attitudes and behaviours. This often reduces their effectiveness in foreign business
environments.
Cross-cultural analysis helps marketers determine to what extent the consumers of two or more
nations are similar or different. The greater the similarity between consumers, the more feasible
it is to use relatively similar strategies in each country. In case the cross-cultural analysis reveals
that there are wide cultural differences, then a highly individualised marketing strategy may be
indicated for each country.

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