MCS 2600 Chapter Notes - Chapter 13: Psychographic, Market Segmentation
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Italy- pasta, designer clothing, furniture, shoes, sports car. Many consumers may take into consideration the country of origin of a product. Cross-cultural consumer analysis:- the effort to determine to what extent the consumers of two or more nations are similar or different. People"s republic of china has some animosity to japan. New zealand and australian consumers boycott french products. Issues: similarities and differences among people greater the similarity between two nations, the more feasible to use relatively similar marketing strategies (often speak to the same. Differences in language and meaning (words or concepts may not mean the same in two different countries) Differences in market segmentation opportunities (income, social class, age, and sex of target consumers may differ dramatically in two different countries) Differences in consumption patterns (two different countries may differ substantially in the level of consumption or use of products or services)