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4 search results: culture-consumer-behavior
"Where do babies come from?”: a tale of misunderstandings and corporate negligence
In a previous article we’ve discussed about ethnocentrism - “ technical name for this view of things in which one's own group is the center of everything, and all others are scaled and rated with reference to it.”- with regard to people management, this week we’ll look at the same…
Category : Articles 02-12-2019 by Maria Antonietta Marino
Cheap burgers are no laughing matter: McD's and the impact of cultural differences in outsourced marketing campaigns
In two previous posts - "Global Sales and The Customer Journey: The Effect of Cultural Values On Individual Choices", and "Consumer Segmentation: The Influence of Cultural Factors On Purchasing Behaviour" - we've talked about the cultural dimension known as Collectivims/Individualism to briefly explain the correlation between culture and consumer behavior: to…
Category : Articles 07-10-2019 by Maria Antonietta Marino
Consumer segmentation: the influence of cultural factors on purchasing behaviour
Authors Thomas Petit and Alan Zakon once observed that "Advertising must be compatible with the values of the consumer if it is to influence behaviour. Advertising is an educating and not a forcing process. It interprets the want-satisfying qualities of the product for the consumer. To do this, it must…
Category : Articles 30-08-2019 by Maria Antonietta Marino
Global Sales and the Customer Journey: the effect of cultural values on individual choices
Are individual choices truly “individual” and an indication of our own personal preference? In a study conducted for Stannford University in 1999, 29 Asian and 27 European-American citizens recruited at the San Francisco International Airport were asked to fill in a short questionnaire and told that afterwards they would receive a…
Category : Articles 30-07-2019 by Maria Antonietta Marino