跨文化消费者行为Cross-cultural consumer behaviour(免费)[精选].pptVIP

Chapter 4 Cross-cultural consumer behaviour introduction In this chapter we will looking with other eyes and move to question the cross-cultural transposability of consumer behaviour theories. 4.1 Culture and consumer behaviour ------ the influence of major cultural traits on consumer behaviour. Ⅰ. Hierarchies of needs, which shape demand across product categories. 1. Maslow’s theory 1) physiological needs are at the lowest level 2) safety needs emerge when physiological needs are satisfied 3) social needs, which include friendship and love relationships 4) esteem is strongly supported by status-improving goods. 5) the need for self-actualization, encompassing the development of one’s own personality. 2. the satisfaction of our needs were influenced by the level of economic development. In a less developed economy, people usually focus on more basic survival needs. However, some cultures encourage the need for self-actualization. 3. consumer motivations are rooted in the dynamics of social life. Maslow’s picture of motivation cannot provide a universal view cross-culturally.It’s not true that needs must be satisfied at one level in order for the needs in the next level to appear. Ⅱ. Individualism and collectivism 1)the industrial marketing literature 2)the family decision making The family is often seen as an interacting group of individuals. some cross-cultural CB researchers have depicted the family group as an organic entity ,While an organic conception of the family as a single decision-making unit is not easily grasped. This is especially true in Asia. Ⅲ.Independent versus interdependent self Public and private 1)Public meanings emerge through socialization and participation in shared activities and are reinforced in social interchanges. 2) Private meanings are the sum of the subjective meanings that an object holds for a particular individual. some of them are unique to the consumer 2. independent and interd