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Social and Cultural

EnvironmentsBasic aspects of culture:

it is not innate, but learned

the various facets of culture are interrelated

it is shared by group members, and defines

boundaries between different groups

Edward T. Hall, Beyond Culture (1977)

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Hertz strap-line Let Hertz put you in

the driving

seat(liberation andaction)

Let Hertz make you a

chauffeur (change

your occupation or

status)

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Cultures across countriesHigh context culture the meaning of individual behaviour and speech

changes depending on the situation

nonverbal messages are full of important

meaning

e.g. Saudi Arabia and Japan, written contracts

are not always enforceable as new people moveinto executive positions (Chile, Mexico)

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Low context culture intentions are expressed verbally

the situation does not change the meaning of

words

e.g. India, China, Australia, New Zealand

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Social and cultural influences on

the international buyer Cultural differences

language, spoken and silent

mental processes and learning

values and norms

rewards and recognition

Type of buyer behaviour

consumer

business

government

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The influence of others in the buying

process

decision-making unit

family

peers

Specific cultural influences religion

education

family reference groups

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The influence of the market

distribution channels

manufacturer

service provider

Phillips, Doole and Lowe (1994)

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Self-Reference Criteria1. Define problem or goals in terms of home-countrycultural traits, habits and norms

2. Define problem or goals in terms of foreign

cultural traits, habits and norms3. Isolate the SRC influence in the problem and

examine it carefully to see how it complicates theproblem

4. Redefine the problem without the SRC influenceand solve for the foreign market

James Lee (1966)

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Written English: but what does it

mean?Japanese hotel notice to guests:

You are invited to take advantage of the

chambermaidBangkok dry cleaner to potential customers

Drop you trousers here for best results

A Roman laundry innocently suggests:

Ladies, leave your clothes here and spend the

afternoon having a good time

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A Copenhagen Airline promises to

Take your bags and send them in all directions

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An outline of cross-cultural

analysis of consumer behaviour Determine the relevant motivations of the culture

Determine the characteristic behaviour patterns

Determine what broad cultural patterns are

relevant to this product

Determine the characteristic forms of decisons

making

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Evaluate promotion methods appropriate to the

culture

Determine appropriate institutions for this product

in the mind of the consumer