Cross Cultural Differences in Consumer Behaviour

Secondary Research Findings!

Dr Geert Hofstede Proposed 5 Dimensions of Culture:

1. Power Distance (PD).

2. Individualism (IDV).

3. Masculinity (MAS).

4. Uncertainty/ Avoidance Index (UAI).

5. Long Term Orientation (LTO).

Implications for Consumer Behaviour

•Individualism vs. Collectivism – differing product expectations and levels of complaints.

•Masculinity vs. Femininity – do men or women make the primary consumer decisions?

•Youth vs. Age – do older or younger members of society have more influence on consumer decisions?

•Performance vs. Status – are consumers concerned with maintaining status?

•Tradition vs. Change – is tradition valued?

Example 1

Take home message...

In this global economy, market research and an understanding of cultural differences is of utmost importance in ensuring that the product is well received and perceived by consumers.

Japanese Kyo-Kaiseki

Available on our Japan flights or when you order a Japanese special meal on selected international routes.

Originating in the 1500s as a meal preceding the traditional Japanese tea ceremony, the Kaiseki has evolved into an art form cleverly balancing visual elements and a myriad of flavours. 

International Culinary Panel Chef, Kyoto-based Yoshihiro Murata has planned an array of Kyo-Kaiseki menus served on serviceware exclusively designed in collaboration with Japanese fine bone china manufacturer Narumi. 

Shahi Thali

Shahi Thali is a distinguished Indian service that features a dazzling spread of traditional Indian delicacies, specially designed by Sanjeev Kapoor, a celebrated chef from our International Culinary Panel.

Available in both vegetarian and non-vegetarian versions, Shahi Thali comprises of a starter, two types of chutneys (Indian relish), up to four entrees, rice, Indian rotis (bread) and a signature dessert. Complete the grandiose meal service with Lassi (a yoghurt drink) or Masala tea.

Shahi Thali showcases the best dishes in both Northern and Southern Indian cuisine and presents you with a luscious feast onboard.

This service is available on selected Singapore Airlines flights between Singapore and India including Mumbai and New Delhi.

Practical Advice for Future Marketers!

Why Do Marketers Need to Know about the 'Cross Cultural Differences in Consumer Behaviour?'

• Cross Cultural differences is based on ethnocentrism

• The differences from one culture to another

• Marketers must comprehend how their own behavior communicates to others

• An understanding of cross cultural differences

What to and not to do?

Germans

Japanese

Sofitel

“Life is Magnifique”

-French Company adapting

to cultures all over the world

'Cross Cultural Differences

in

Consumer Behavior'

Cross Cultural Dimensions – Hofstede

Cross Cultural Dimensions – Hofstede Continued

Current Issues

• Shifting Values.

• Technology.

• Globalisation.

Example 2

How Singapore Airlines have incorporated Cross Cultural

Differences into their company

Not only do Singapore Airlines provide meals that highlight Asian cuisine, they also include more traditional options for the more unadventurous Western travellers. They are also careful to portray a wide range of people from many different cultural backgrounds enjoying the in flight meals.

The gourmet menu was thoughtfully created

by Singapore Airlines renowned International Culinary Panel,

complemented with Champagne, wines, spirits, liquors, beers and choice beverages

carefully selected from around the world.

Examples of menu options on

Singapore Airline flights

Some companies don’t consider cross-cultural differences.

In consumer behaviour this results in misinterpretations

1.Cultures and

2.Language

Language

1.Clairol hair curling iron 'mist stick' and Irish alcoholic drink ‘Irish mist’

2.Joni facial cream

Cultural Examples;

1. Staff at African Port of Stevadores Internationally recognised symbol for ‘fragile’

2. Gerber baby food

3. Pepsodent “whitens your teeth” South East Asians local natives

Thanks for your Attention!

References!

Blodgett, J, Hill, D, Bakir, A 2006, ‘Cross cultural complaining behaviour? An alternative explanation’, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, vol 19, p. 103

Chen, H, Ng, S, Rao, Akshay, 2005, ‘Cultural Differences in Consumer Impatience’, Journal of Marketing Research, vol 42, Issue 3, pp. 291-301

Cleary Cultural 2012, accessed 05/05/12,

http://www.clearlycultural.com/geert-hofstede-cultural-dimensions/

Kim, J, Forsythe, S, Gu, Q, Moon, S.J. 2002, ‘Cross cultural consumer values needs and purchase behaviour’, Journal of Consumer Marketing, vol 19, Issue 6, p. 481

Kwintessential 2011, Cultural Sensitivity in Business, Accessed 1/5/12 http://www.kwintessential.co.uk/cultural-services/articles/cultural-sensitivity.html

Quester, Pettigrew, Hawkins, 2011, Consumer Behaviour

Robbins S, Timothy J, Millett B, Jones M, 2010, OB The Essentials

Rojas-Mendez, J. I, Davies, G, Madran C, 2008, ‘Universal differences in advertising avoidance behaviour: A cross-cultural study’, Journal of Business Research, vol 62, Issue 10, pp947-954

Singapore Airlines 2012 'Cabin Cuisine' Dining, accessed 5/05/12 http://www.singaporeair.com/en_UK/flying-with-us/cuisinelanding/

Supphellen, M & Rittenburg, T.L 2001, ‘Consumer Ethnocentrism When Foreign Products are Better’, Journal of Psychology and Marketing, vol 18, Issue 9, pp. 907-927

Thiederman, S. B, 1986, ‘ Ethnocentrism: A Barrier to Effective Health Care’, The Nurse Practitioner, vol 11, issue 8, pp 52, 54, 59