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2018-03-23 发布于北京
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A Review of Cross―Cultural Variations in Consumer Behaviour and Marketing Strategy.doc

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A Review of Cross―Cultural Variations in Consumer Behaviour and Marketing Strategy.doc

A Review of Cross―Cultural Variations in Consumer Behaviour and Marketing Strategy 　　[a] School of Business， University of Cape Coast， Cape Coast， Ghana. 　　*Corresponding author. 　　Received 3 October 2012； accepted 23 November 2012 　　Abstract 　　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 　　Francis. O. Boachie-Mensah， Rosemond Boohene （2012）. A Review of Cross-Cultural Variations in Consumer Behaviour and Marketing Strategy. International Business and Management， 5（2）， -0. Available from： http：///index.php/ibm/article/view/j.ibm.1923842820120502.1175 　　DOI： http：///10.3968/j.ibm.1923842820120502.1175 　　INTRODUCTION 　　Marketing across cultural boundaries is a difficult and challenging task. Cultures may differ in demographics， languages nonverbal communications and values. In the business world today， almost all multinational companies are aggressively marketing their goods and services beyond the borders of their homelands. In fact， as Schiffman and Kanuk （2007） observe， the issue is generally not whether to market a brand in other countries but rather how to do it. Because of this emphasis on operating as a multinational company， many companies endeavour