Page 167 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes

Notes The Meaning of Colours, Numbers and other Symbols
White: A symbol fo death or mouming in the far East; peace, unity, purity and light in
India; happiness, purity in USA.

Purple: Royality, dignity and mystery in India; associated with death in some South
American countries.
Blue: Feminine colour in Holland; masculine colour in Sweden; in India blue denotes
royalty, truty, pleasure and coolness.
Red: Unlucky in Germany and Nigeria; positive in Argentina and Denmark; masculine
colour in UK; brides wear red in China; in India red denotes exictement, festivity,
revolution, danger, anger, hatred, love, passion, vigour, fire and brides wearred.
Yellow: In India, yellow is associated with cheerfulness, warmth, light, wisdom, and
closeness. Yellow flowers denote death in Mexico; infidelity in France.

Black: In India, black conveys sophistication, darkness, fear and evil. Black is used to
stimulate purchase of expensive products. In Germany, black symbolises power and
authority.
White lilies: Suggestion of death in England.
Number 7: Unlucky in Singapore and Kenya; Lucky in India and USA.
Triangle: Negative in Taiwan, Hong Kong and Korea; positive in Columbia;
Owl: Denotes bad luck in India; wisdom in USA.
Deer: Denotes hormosexuality in Brazil; speed in USA.

Friendship

Friendship is a non-verbal cultural variable and imposes rights and obligations. Typically,
North Americans make friends quickly and easily and also drop them easily. To most Asians
and South Americans, good personal relationship and feelings are very important in long-term
agreement and once personal trust is established, cooperation increases. Social contacts developed
between negotiating parties are far more important than price or technical specifications. Japanese
negotiate a relationship and Americans believe in negotiating a contract. In India, consumers'
personal relationship with salespeople and retail stores is often more important to be successful
in the long run.

Agreements

In certain cultures, there is extensive reliance on written agreements to ensure that business
obligations are honoured and any disagreements are resolved. USA is an example of such a
culture. In many other cultures such as China, there is more reliance on friendship and kinship,
local moral principles, or informal customs to guide business conduct. Chinese would examine
the character of a potential business partner closely rather than the written contract. They would
want to know and understand a person before buying from her/him.

Things

Many things carry a symbolic meaning in different cultures. The knowledge of this becomes
particularly important while offering gifts. The social and business situations that present
occasions to present gifts and the items that are suitable gifts, differ in different cultures.

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