Consumer attitudes: Cultural influences, values

 

A wide-ranging review of differences between US and Canadian consumers, based on 'The Canada/USA Report' produced by PMB Print Measurement Bureau, which supplies national readership and product usage ...

This paper examines a content analysis of 580 of Hong Kong's print advertisements for the period from 1946 to 1996, which was conducted using Cheng and Schweitzer's (1996) framework of cultural values ...

Using an experimental design, we tested whether viewers with differing levels of religious commitment have differing unaided recall, aided recall and attitudes towards non-contentious and contentious ...

Marketing to the youth in the Arabian Gulf poses many hurdles, whether it is creating winning communication, the right promotion or identifying trends. What is the Arabian counterpart of the western ' ...

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be ...

Contrasts Arab and Western culture and draws implications for multinational firms wishing to market in Arab countries. Hofstede's cultural dimensions are used as the basis for comparison. Firms that f ...

This paper examines two questions pertinent to global research : Does consumers' response to new marketing initiatives vary meaningfully across countries within the Americas region? And how can resea ...

Increasingly, companies with brands that compete in multiple markets are drawing the conclusion that the right strategic direction is to adopt global themes in their marketing, but to adapt these to n ...

In global markets, marketing acts upon consumers with very different idiosyncrasies. Market research can play a major role in optimizing strategies, insofar as it helps understand the various meanings ...

The fast development of mobile telephony in many countries has surprised many forecasters. However, based on the results presented here, we believe that using a value-based approach could have reduced ...

This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstede's cultural dimensi ...

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using surv ...

This paper reviews two consumer coping studies conducted during the Asian economic crisis of the early 1990s and the present Asian economic crisis at the end of the 1990s. Drawing on the analysis deta ...

It then looks in more detail at differences in the importance of specific values between countries within the region, and within one country, China. It also raises the question as to whether the perso ...

Personal values are a valuable tool in differentiating people and market segments. For many the concept of Asian Values has been offered as a reason why things are done differently in Asian countries. ...

If we say that a certain brand may represent the values and lifestyle of an individual or a group of consumers, why not extend this idea to include all the brands perceived by society? This paper pre ...

Considering the importance of consumer sales promotions in the marketing mix of many consumer products throughout the world, there is a notable lack of research devoted to examining consumer response ...

Proposes and tests a new typology of global emotional appeals, in terms of consumers' responses. Emotions are of two kinds: basic emotions which have survival value (fear, anger, love etc.) and social ...

Recently, there has been a great deal of discussion concerning the opposition between local brands associated with specific cultures and global brands, destroyers of differences, coming to dominate th ...

In the globalization debate the argument is that countries will converge with respect to cultural values. This paper demonstrates that the more countries converge with respect to income, the more they ...

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nation-wide surveys and polls conducted i ...

Explores how global account planning works at a local level (in Leo Burnett) using China as a context. Key beliefs: the future is less and less predicted by the past, creativity is the greatest driver ...

With an increasing globalisation of brands, there is a need to communicate similar brand images and values to consumers all over the world. While this is necessary, it is also important to recognise, ...

It has become common belief among western market researchers that creative focus groups are difficult to conduct in Japan. This paper will demonstrate the cultural elements which are barriers to self ...

This paper is based on a completed study conducted in 1996 and 1997 in Poland, Hungary, the Czech Republic and Slovakia. The general objectives are to identify similarities and differences among the c ...

This paper examines some nine qualitative procedures intended to increase the meaningfulness of qualitative data obtained from diverse cultures. These devices are not new or unfamiliar. This paper mak ...

This paper proposes the use of oppositional collages (world pairs) to help clarify respondents' meanings in focus groups. The collages are informed by the semiotic principle of 'not-ness'; which argue ...

As cross-cultural marketing becomes more important, the need for tools and perspectives to understand the global consumer becomes more pronounced. This paper offers practical advice on using ethnograp ...

In this paper we describe various examples of the common practises of customising 'imported' concepts or creative ideas to Asian markets. We see that many efforts are aimed to enable the target only t ...

This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a 'ground-level' qualitative research study encompassing fourteen ...