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MCS 2600 (65)
Chapter 13

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Department
Marketing and Consumer Studies
Course
MCS 2600
Professor
Lianne Foti
Semester
Winter

Description
Chapter 13: Cross Cultural Consumer Behavior -many consumers may take into consideration the country of origin of a product -country-of-origin commonly: -France- wine, fashion, perfume -Italy- pasta, designer clothing, furniture, shoes, sports car -Japan- cameras and consumer electronics -Germany- cars, tools, machines -some consumers have animosity toward a country: -people’s republic of China has some animosity to Japan -Jewish consumers avoid German products -New Zealand and Australian consumers boycott French products Cross-Cultural Consumer Analysis:- the effort to determine to what extent the consumers of two or more nations are similar or different -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 ‘types’ of consumers globally) the growing global middle class – growing in Asia, South America, Eastern Europe (marketers should focus on these markets) the global teen market – there has been growth in an affluent global teenage market and young adult market (appear to have similar interests, desires, and consumption behaviour no matter where they live) acculturation—marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries Research Issues in Cross-Cultural Analysis: -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 diffe
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