Cross-cultural consumer analysis is a research set up to answer the following question: How are the customers of two or more cultures similar and different in their buying habits? The magnitude of that question is reflected in the amount of time and money that the companies put into the research.
Differences in Values, Beliefs and Policies
Values and beliefs are important factors in consumer behavior. They dictate a particular customer attitude toward a product and how and why people select that product. For example, the Chinese believe in hard work and discipline, their lives typically center around work while American culture centers around leisure activities and individualism, which affects buying habits. The Chinese, because of the one-child policy, typically choose products of high quality and durability, while Americans are more price-conscious and often buy on the spur of the moment.
Acculturation
Acculturation is a process of adapting to a culture that we like or value. For example, a Chinese person living in the United States is likely to adopt some of the traditions, values of American culture and American buying habits as well. In fact, even the Chinese living in China may change their buying habits as a result of watching American movies and exposure to American culture that way.
World Brands
Some brands are portrayed exactly the same in every culture and it simply does not affect their sales. Their products' stand is so strong that they do not need to adjust to sell. Examples of such brands are Coca-Cola, Sony and IBM, which are known and present in virtually every country in the world.
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