A review of cross-cultural variations in consumer behaviour and marketing strategy
People’s habits, their aspirations in life, the roles they fill, how they relate to other people, their perception of things, the products they feel they need and the nature of their consumption patterns reflect, more or less, the influence of culture. This paper, therefore, examines the literature on the nature of nature of culture and cross-cultural variations in consumer behaviour. In this paper, we analyze the marketing implications of cultural differences and similarities that exist between the people of two or more nations. The review mainly examines some theories of culture, variations in cultural values, cultural variations in nonverbal communications and, finally, marketing implications of cross-cultural variations that exist between people of different nations.
Key words: Cross-Cultural variations; Consumer behaviour; Marketing strategy
Abdul-Muhmin, A. (2000). The Effect of Perceived Seller Reservation Prices on Buyers’ Basrgaining Behaviour in a Flexible Price Market. Journal of International Consumer Marketing, (3), 29-45.
Andruss, P. L. (2001, September 10). Slow Boat to China. Marketing News, 11.
Barros, D. (2004, September 1). Create Unique Strategy for Each Brazilian Culture. Marketing News, 17-18.
Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2006). Consumer Behaviour (10th ed.). Mason: Thomson South-Western.
Brewer, G. (1997). An American in Shanghai. Sales and Marketing Management, (November), 42.
Fan, P., & Zigang, Z. (2004). Cross-Cultural Challenges When Doing Business in China. Singapore Management Review, 26(1), 81-90.
Fowler, G. A. (2004, February 19). China Cracks Down on Commercials. The Wall Street Journal, B7.
Gardyn, R. (2001, October). Full Speed Ahead. American Demographics, 12.
Goleman, D. (1990, December 25). The Group and the Self: New Focus on Cultural Rift. New York Times, 35.
Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2007). Consumer Behaviour: Building Marketing Strategy (10th ed.). Boston: McGraw-Hill.
Herbig, P. A., & Kramer, H. P. (1992). Do’s and Don’ts of Cross-Cutural Negotiations. Indusrial Marketing Management, (4), 293.
Hofstede, G. (1980). Cutural Consequences. Beverly Hills, CA: Sage.
Joy, A. (2001). Gift Giving in Hong Kong and the Continuum of Social Ties. Journal of Consumer Research, (September), 239-254.
Madden, N. (1998, May 18). China’s Direct Sales Ban. Advertising Age, 56.
Madden, N., & Neff, J. (2004). P&G Adapts Attitudes Towards Local Markets. Advertising Age, (February), 323.
McDonald, H., Darbyshire, P., & Jevons, C. (2000). Shop Often, Buy Little. Journal of Global Marketing, (4), 53-72.
Miller, – (2007). Not Quite Global. In Hawkins, D, I., Mothersbaugh, D. L., & Best, R. J. (ed.), Consumer Behaviour: Building Marketing Strategy (10th ed.). Boston: McGraw-Hill.
Milner, L. M., Fadness, D., & Speece, M. W. (2002). Hofstede’s Research on Cross-Cutural Work-Related Values: Implications for Consumer Behaviour. In Solomon, M. R. (ed.), Consumer Behaviour (5th ed.). New Jersey: Prentice-Hall International.
Park, S. Y. (1998). A Comparison of Korean and American Gift-Giving Behaviours. Psychology and Marketing, (September), 577-593.
Rubel, C. (1996, July 15). Survey. Marketing News, 5.
Schifman, L. G., & Kanuk, L. L. (2007). Consumer Behaviour (9th ed.). New Jersey: Prentice Hall.
Solomon, M. R. (2002). Consumer Behaviour (5th ed.). New Jersey: Prentice-Hall International.
Triandis, H. C. (1989). The Self and Social Behaviour in Differing Cultural Contexts. Psychological Review, 96 (July), 506.
Triandis, H. C., Bontempo, R., Villareal, M. J., Asai, M., & Lucca, N. (1988). Individualism and Collectivism: Cross-Cultural Perspectives on Self-Ingroup Relationships. Journal of Personality and Social Psychology, 54 (February), 323.
Wang, J., Piron, F., & Xuan, M. V. (2001). Fairing One Thousand Miles to Give Goose Feathers. Advances in Consumer Research, 28, 58-63.
- There are currently no refbacks.
We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: firstname.lastname@example.org; email@example.com; firstname.lastname@example.org
Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 730, 77e AV, Laval, Quebec, H7V 4A8, Canada
Telephone: 1-514-558 6138