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Self identity of consumer culture
The role of culture in international marketing
Influence of culture and social class on consumer behavior
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School of Business, Sun-Yat Sen University, Guangzhou
Introduction
Nowadays under the trend of globalization, like every other aspect in marketing changed in our life, more and more products are added some cross-culture mixing elements. For example, more Chinese movie have western actors and more Hollywood film conclude traditional Chinese like Panda or feature spots (C. Samuel Craig& William H. Greene& Susan P. Douglas, 2005). To promote customer satisfaction, we need to find out how do customers accept and appreciate these cultural mixing goods or service? And what factors impact on the receptiveness towards them?
Present literatures have addressed the questions of how people make sense of and respond to globalization and its social cultural ramifications; how people defend the integrity of their heritage cultural identities against the “culturally erosive” effects of globalization.( Chi-yue Chiu& Peter Gries& Carlos J. Torelli& Shirley Y. Y. Cheng,2011).From this we know customers value system effect on their acceptation to cross-national goods.
Other research examines what factors impact on this value system in evaluating a good. Some find ways of influences on the diffusion of new products (Idil Sayrac Yaveroglu& Naveen Donthu, 2002).
Study also perceived store shopping experience is relatively important in explaining consumers' value perceptions. (Kerin& Roger A.Jain& Ambuj& Howard Daniel J,1992).It tell that food, clothing, and modes of artistic expression may be strongly embedded in a particular culture, and there are marked differences from one culture to another in such product categories. Peoples' acceptance of products from ...
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Idil Sayrac Yaveroglu and Naveen Donthu (2002) ,”Cultural Influences on the Diffusion of New Products”
Journal of International Consumer Marketing, Vol. 14(4)
Chi-yue Chiu, Peter Gries, Carlos J. Torelli, and Shirley Y. Y. Cheng(2011),”Toward a Social Psychology of Globalization”
Journal of Social Issues, Vol. 67(4), pp. 663—676
C. Samuel Craig, William H. Greene and Susan P. Douglas(2005),” Culture Matters: Consumer Acceptance of U.S. Films in Foreign Markets”
Journal of International Marketing, Vol. 13(4), pp. 80-103
Steven J.Heine, University of British Columbia(2011)”Self as cultural Product: An examination of east Asian and North American Selves”
Journal of Personality 69:6,Dec
Martin van Mesdag(2000)“Culture-sensitive adaption or global standardization-the duration-of-usage hypothesis“
International Marketing Review Vol.17(1).pp74-81
Individual’s consumption pattern and purchase decision are strongly influenced by cultural norms and values of the society he lives in (H. S. Kim & Drolet, 2003; Oyserman, Coon, & Kemmelmeier, 2002; Sun, Horn, & Merritt, 2004). Since individuals in collectivist society pay more attention towards harmony of the gro...
Thanks to globalization, cultures, and the environment of different nations are being attacked. Their customs and traditions are vanishing thanks to globalization. A perfect example is what is occurring in India. Prior to globalization occurring, “the meals on the train used to be served in moistened banana leaves that were plucked in front of you and thrown away after” (Rajiva 1) . Today after the full impact of globalization, “they are wrapped in tin foil or come in plastic or cardboard containers” (Rajiva 1. In this example, both the culture and environment is destroyed. The custom of packaging food in banana leaves is gone tha...
The authors identify that there are three main factors that effect how people act, think, and make decisions. The first is religion, in some countries faith plays an important role in all areas of life in the culture of the country and can influence many of their customs and behavior. The second factor is that of fact. In many countries their greatest desire is to find the best deal and the best product or services. The final factor is feeling, if a culture is based on feelings the people will conduct business accordingly. For example it would be essential to make a personal connection with this type of individual.
The Globalization Reader. 2011. Fourth Edition. Frank J. Lechner and John Boli, eds. Malden MA: Blackwell Publishing.
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
When a person enjoys a dish from a different country, this can cause a positive perspective to the culture itself. According to SooCheong Jang and Jooyeon Ha, authors of “The Influence of Cultural Experience: Emotions in Relation to Authenticity at Ethnic Restaurants.” A study conducted to identify customers’ cultural experiences with authenticity of ethnic restaurants. “This study uncovered that a customer’s experiences with a particular culture are a significant factor for eliciting positive emotions regarding authentic aspects of ethnic restaurants” (302). Furthermore, the authors suggest that providing different parts of one’s culture (including their food) will get people more interested in different cultures (302). Ethnic restaurants can become the start point that gets people interested in different cultures. To encourage people into learning more about different cultures, ethnic restaurants can give out flyers about their culture to their customers or add a factoid of a certain dish next to it’s name in the menu. This can increase the chances of a customer getting to the start point of being interested in learning about a different
According to our class discussion culture is a shared way of life with material land non-material components that are shared through customs and behavior. Culture is not static people shape and change culture. A culture can change through many ways but this paper is going to focus on two three specific ways global businesses, immigration and media. The term globalization can be worrisome for many as they fear the changes the country is making. Nevertheless globalization does not have to be detrimental to our culture in fact I argue that in some way globalization improves American culture.
Globalisation can take on many different shapes and forms in its free flow of goods and services across national borders. Cultural globalisation is one of those forms. Capcioglu (2008) refers to cultural globalisation as a “Global circulation of information, signs and symbols on a global scale and the reactions shown to the various socio-cultural transformations as a result of these conflicts.” Ritzer and Barber (1996) first coined cultural globalisation as ‘Americanisation’ and ‘McDonaldisation’, referring to the spread of western culture from the United States across the globe. The American image was beamed around the globe in the 1950’s and 1960’s through Disney cartoons, music videos, television programs, Hollywood movies and products such as McDonalds and Coca Cola. The global appeal of these goods and services was centred on the fact that America is seen as the place of modernity around the world. It is a culture that is rich, powerful and exciting and thus captures global appeal.
Country of Origin is more considered by the consumers rather than the place which the product is manufactured. (Gurhan – Canili, 2009) says that in previous researches suggests that perceptions of groups are sometimes influenced by new information that is congruent with expectations. A consumer’s perception on a certain product changes once he or she acquires new information regarding the place where the product originated from and not from where it is manufactured. Though there are instances that the country where the product is manufactured is one of the factors which a consumer considers. Country of origin may create a “halo effect” whereby consumers’ attention and evaluation of other product dimensions are affected (Bhakar,
a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates
“Red is a positive color in Denmark, but represents witchcraft and death in many African countries,” (Understand and heed, 1991, p.1). Simple understandings, such as this one, can make the difference in a business’ success or failure in a foreign country. Various countries have different customs and beliefs that need to be accustomed to when business are to be successful. American businesses especially have difficulties with this concept. “At times in the past, Americans have not had a good track record of being sensitive to cultural distinctions,” (Understand and heed, 1991, p.3). Perhaps this is because America is made up of so many different cultures that American people have become so used to easily adjusting to each other’s differences that they forget that other cultures are not as flexible. Today, more American’s are becoming more sensitive to the differences of other cultures. This sensitivity and understanding has come with a price, after a long string of business failures. It is not until a business fails miserably in another country that they see the adjustments that should have been made in order for their success to be a possibility. With an understanding and sensitivity to the customs and beliefs of other cultures, it is possible for successful businesses that have originated in western cultures to also be successful in foreign countries as well.
In the last two decades, the influence of globalization has been rapidly growing through the use of technology, media, communications, transnational corporations, and advances in social relations. With the increase in social relations and advances in technology, this allows citizens across the world to connect and interact, allowing barriers to break down and slowly emerge. The source we are currently met with and are analyzing, proposes that globalization has a negative impact on identities of human beings. Regarding media, culture, beliefs, systems, judgements, and social interactions, globalization can be seen from both lights, positive and negative since it can help spread innovative ideas but also contribute to the process
John Tomlinson, Director of the Centre for Research in International Communication and Culture, Nottingham Trent University, UK, said globalization is an expansion of social ties across the planet, or "complex connectivity.”
Saikat Banerjee, (2008) “Dimensions of Indian culture, core cultural Values and marketing implications. An analysis”, cross cultural management: An Internationa Journal.
Larsson, Thomas. The Race to the Top: The Real Story of Globalization. Cato Institute, 2001.