Download or read book Cross Cultural Consumer Behaviour A comparison between Germany and the U S written by Eva Sutter and published by GRIN Verlag. This book was released on 2005-03-04 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Nürtingen University, language: English, abstract: The study of consumer behavior is about much more than just people buying things. It is about the study of ‘why’ people buy things, about their needs and desires. Possessions influence the way people feel about themselves and on the other hand, people’s culture, lifestyle and social settings influence their purchasing decisions. “Culture is the lens through which people view products” (Solomon, 1999, p.495). Today, almost all major companies are marketing their products beyond their original homeland borders. The question is generally not whether to market a brand in other countries but rather how to do it (Schiffmann, 2003). The field of consumer behavior is young and dynamic. In order to understand why people buy certain products or services, marketers must understand the differences between the consumers of different cultures – „cross-cultural“ differences. Especially in times of globalization and internationalization it is very important to develop effective marketing strategies for foreign markets, to define consumption motives, goals and desires. Communication and advertising messages should then be adapted accordingly to the specific values of particular cultures. Sensitivity towards these cultural differences can provide sales- and profit opportunities (Schiffmann, 2003). However this sensitivity can only come from understanding the underlying dimensions of culture. The key for success and the challenges to face for companies in any business will be to constantly watch and adapt to the changing cultural values, changing consumption patterns and lifestyles. To write about the ”American” or “European” consumer might be challenging in some way, because the general theories about sociological or psychological influences on consumer behavior are common to all Western countries. On the other hand, the ways in which people live their consumption life can already vary greatly within one country only. Thus, one could assume that numerous larger differences exist between the citizens of different nations. “The United States is, without a doubt, the most important country to understand, yet it is the most misunderstood country in the world” (“Release of the Special Issue of the USA 2002”, 2002). Because of this, the risk of missing the American target is high. Vice versa, many Americans miss the target in operating effectively in foreign countries (Ting-Toomey, 1999). [...]
Download or read book Consumer Behavior and Culture written by Marieke de Mooij and published by SAGE. This book was released on 2010-09-29 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow's marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition's discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
Download or read book Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany with a Focus on Cultural Theories of Hall and Hofstede written by Matthias Boeing and published by GRIN Verlag. This book was released on 2012-10-08 with total page 80 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.7, University of Applied Sciences Essen, course: Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany with a Focus on Cultural Theories of Hall and Hofstede, language: English, abstract: This thesis aims at analysing cultural differences and their effect on marketing products internationally. The United States of America and Germany are used to exemplify this issue. Today’s science provides numerous approaches to making cultural differences visible and tangible. All of these solutions and dimensions give companies, and people in general, a guide to becoming aware of and understand differences and how to cope with them appropriately. Trompenaars, a famous consultant for intercultural communication, uses the allegory of a fish and its habitat, water, to explain the characteristics of culture: “A fish only discovers its need for water when it is no longer in it.”2 Accordingly, culture can be seen as the substance that surrounds a human being and makes him unable to distinguish between different and normal. Therefore, this thesis uses the cultural theories of Edward T. Hall and Geert Hofstede, who both developed approaches to cultural differences by using either a four- or five-dimensions model. These cultural dimensions will be applied to the special circumstances and conditions which a marketer has to deal with in the United States and Germany and thus draws connections between those two different fields of science. As already mentioned in section 1.1, cultural differences play an important role in today’s international marketing. It is therefore important to examine if and how cultural differences, according to Hall and Hofstede, affect parts of the marketing mix for companies selling products in the United States as well as in Germany. The following questions can help to identify the necessary steps: What cultural differences, in both the United States and in Germany, could have an impact on marketing the products of companies selling in those countries? What impact do cultural differences have on parts of the marketing mix? Which adaptions should marketers make to their marketing mix due to the cultural differences? Is standardisation a successful method in both international markets? The answers should help the marketer make the right choice between adapting products to local circumstances or selling and marketing the same product all around the world. This thesis will attempt to answer these questions by applying the above-mentioned cultural theories, and will provide suggestions for how companies from the USA or Germany should conceive parts of their marketing mix. It will further provide examples of culture–related marketing efforts.
Download or read book Food Health and Safety in Cross Cultural Consumer Contexts written by Derek V. Byrne and published by MDPI. This book was released on 2021-08-17 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of cross-cultural perspectives in research in food is important in general and particularly so in relation to human perception in food and health. Food concepts are very different across different jurisdictions. Different markets and cultures have varying perspectives on what is considered a palatable, acceptable, or useful food or food product; in simple terms, one size does not at all in the majority of cases. Specific markets thus need targeted food design, to be successful from a myriad of perspectives. In this Special Issue anthology "Food, Health and Safety in Cross-Cultural Consumer Contexts", we bring together articles that show the wide range of studies from fundamental to market applicability currently in focus in sensory and consumer science in food, health, and safety cross-cultural contexts. From the included perspectives, it is abundantly clear that there is a need for much knowledge related to future food design linked to cross-cultural contexts and that this will continue to be critical to the success of food transfer in global food markets.
Download or read book Consumer Behaviour written by Michael R. Solomon and published by Financial Times/Prentice Hall. This book was released on 1999 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt: Intended for European students, this work presents the issues, illustrative examples, data and research concerning European consumer markets and behaviour, while retaining material from the US and covering the other major global markets. The text utilizes a five-part "wheel" structure, which moves from the micro- to the macro- level. It expands in focus and coverage from individual consumers and their internal dynamics, through group and household consumption decisions, to larger social structures/sub-cultures, and finally mass cultures consumption activities.
Download or read book State of the Art in Partial Least Squares Structural Equation Modeling PLS SEM written by Lăcrămioara Radomir and published by Springer Nature. This book was released on 2023-09-15 with total page 586 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited volume brings together some of the best papers from the 2022 Conference on Partial Least Squares Structural Equation Modeling (PLS-SEM), held at the Babeș-Bolyai University, Cluj, Romania. The volume seeks to expand the current research on PLS-SEM and promote the method’s application in the scientific community. It gathers research from scholars in many different fields who work on the advancement of PLS-SEM and who apply the method to explain and predict behavioral phenomena. Researchers today can draw on a wide array of different PLS-SEM-based algorithms, complementary methods, and model evaluation metrics. Tying in with these developments, the first part of this book documents methodological advances of PLS-SEM, which extend the researchers’ current toolbox of methods. The following parts demonstrate state-of-the-art applications of PLS-SEM in various fields such as consumer behavior, hospitality, human resource management, entrepreneurship, and organizational behavior. Special emphasis is placed on studies that apply complementary methods to offer a more nuanced analysis of the research questions.
Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Download or read book Individualism And Collectivism written by Harry C Triandis and published by Routledge. This book was released on 2018-10-09 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the constructs of collectivism and individualism and the wide-ranging implications of individualism and collectivism for political, social, religious, and economic life, drawing on examples from Japan, Sweden, China, Greece, Russia, the United States, and other countries.
Download or read book Consumer Behaviour written by Leon Schiffman and published by Pearson Higher Education AU. This book was released on 2013-10-15 with total page 729 pages. Available in PDF, EPUB and Kindle. Book excerpt: A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
Download or read book Consumer Behavior and Culture written by Marieke K. de Mooij and published by SAGE. This book was released on 2004 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: De Mooij argues that differences in consumer behaviour across countries are not decreasing, but increasing. This book provides empirical evidence that the need to understand culture to explian differences in consumer behaviour is greater than ever.
Download or read book Consumer Behavior and Culture written by Marieke K. de Mooij and published by SAGE. This book was released on 2019-06-10 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.
Download or read book Global Observations of the Influence of Culture on Consumer Buying Behavior written by Sarma, Sarmistha and published by IGI Global. This book was released on 2017-07-13 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.
Download or read book Routledge International Handbook of Consumer Psychology written by Cathrine V. Jansson-Boyd and published by Routledge. This book was released on 2016-11-18 with total page 739 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique handbook maps the growing field of consumer psychology in its increasingly global context. With contributions from over 70 scholars across four continents, the book reflects the cross-cultural and multidisciplinary character of the field. Chapters relate the key consumer concepts to the progressive globalization of markets in which consumers act and consumption takes place. The book is divided into seven sections, offering a truly comprehensive reference work that covers: The historical foundations of the discipline and the rise of globalization The role of cognition and multisensory perception in consumers’ judgements The social self, identity and well-being, including their relation to advertising Social and cultural influences on consumption, including politics and religion Decision making, attitudes and behaviorally based research Sustainable consumption and the role of branding The particularities of online settings in framing and affecting behavior The Routledge International Handbook of Consumer Psychology will be essential reading for anyone interested in how the perceptions, feelings and values of consumers interact with the decisions they make in relation to products and services in a global context. It will also be key reading for students and researchers across psychology and marketing, as well as professionals interested in a deeper understanding of the field.
Download or read book Contemporary Issues in Branding written by Pantea Foroudi and published by Routledge. This book was released on 2019-12-06 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.
Download or read book Cross Cultural Interaction Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2014-01-31 with total page 1740 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a globalized society, individuals in business, government, and a variety of other fields must frequently communicate and work with individuals of different cultures and backgrounds. Effectively bridging the culture gap is critical to success in such scenarios. Cross-Cultural Interaction: Concepts, Methodologies, Tools, and Applications explores contemporary research and historical perspectives on intercultural competencies and transnational organizations. This three-volume compilation will present a compendium of knowledge on cultural diversity and the impact this has on modern interpersonal interactions. Within these pages, a variety of researchers, scholars, professionals, and leaders who interact regularly with the global society will find useful insight and fresh perspectives on the field of cross-cultural interaction.
Download or read book Cross cultural Behaviour in Tourism written by Yvette Reisinger and published by Elsevier. This book was released on 2003 with total page 431 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reisinger and Turner illustrate the importance of cultural background in the tourist experience in this in-depth study. The authors cover the concepts, definitions and measures of these cultural components and the tools used to analyse them.
