Buyer Behavior

Chapter 14

Cross-Cultural Comparisons

Japanese and American Traits

JAPANESE CULTURE AMERICAN CULTURE

Japanese Language English LanguageHomogeneous Society Diverse SocietyHarmony Most Valued Fight for Beliefs, PositionGroup Most Important Individualism ValuedAmbiguity Acceptable Clarity SoughtGeneral Perspective Specificity DesirableUnspoken Agreements Written Facts, AgreementsUnemotional in Public Emotional in PublicProcess-Oriented Result-OrientedPun-Oriented Humor-OrientedMake a Long Story Short Make a Short Story LongNonverbal Important Verbal ImportantInterest in Speaker Interest in Message

Silent Languages

Time

Space

Possessions

Friendship

Agreement

Silent Language of Time

StructurePatienceContinuityDaily ScheduleAnnual Calendar

Silent Language of Space

Personal Space Interior SpaceExterior SpaceDistanceArrangementTravel

Silent Language of Possessions

QuantitySizeOstentationWorthSharingPermanence

Silent Language of Friendship

NumberObligationFraternityGenderDurationTermination

Silent Language of Agreement

LegalityPersonalHonorTrustPromiseSymbolism

Cross-Cultural Research Focus

Language and Meaning Market Segmentation Opportunities Consumption Patterns Perceived Product/Service Benefits Evaluative Criteria Economic and Social Conditions Family Structure and Significance Marketing Research Data and

Conditions Marketing Research Possibilities

Differences in . . .

International Marketing Strategy Grid

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International Marketing Strategy Grid

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International Marketing Strategy Grid

Adapt Advertising Use same product

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communications strategy

Same Product Use current

marketing strategy

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International Marketing Strategy Grid

Adapt Advertising Use same product

Adapt Product Use current

communications strategy

Total Adaptation New product, new

communications strategy

Same Product Use current

marketing strategy

Sta

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Global Consumer Market Segments

Deal makers 29%37%

Concentrate on buying process Well-educated, median age 32 Average affluence and employment

Price seekers 27%36%

Value product and price Many retirees, low education Majority female, average affluence

Brand loyalists 23%11%

Least affluent Mostly male, median age 36 Average education and employment

Luxury, Innovators 21%17%

Most educated and affluent Up-scale occupations Mostly male, median age 32

Segment GlobalU.S.