An integrative framework for cross-cultural consumer behavior

Arden Agopyan
107604003

Authors: David Luna, Susan Forquer Gupta University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA
2001. Volume 18, Number 1, Pg. 45-69
Source: International Marketing Review

Summary

As the world economy becomes more and more cross cultural, marketing analysts and specialist are looking for new ways of understanding the cultural effects of consumer behavior. Ideal marketing tools will attract attention, create desire and interest. International competition forces firms to provide for a broader market therefore at its most complex level, the firm is required to provide for a demand which comes from overseas and across the globe. An individual is greatly influenced by the cultural value system that he or she is exposed to. Once the general character of that group is identified and the view of action is determined, it can be classified as the group’s norm. Furthermore the differences which each cultural group possesses are very important for the different cultural manifestations.

Marketers are required to compare the behavior of consumers from different cultures and isolate the cultural causes of consumer behavior differences. Just to set as an example we can focus on symbols which are recognized and interpreted differently by isolated cultures. Since language has a big impact on consumers’ cognition, the information received will get processed differently leading to varying choices across cultures and languages. Thus, comparing market places is crucial for marketing planning and development.

In conclusion, this article investigated how culture shapes consumer behavior. The framework which is constructed is a basic tool of general understanding for macroeconomical supply and demand for foreign markets.