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Cross-Cultural Variations in Consumer Behavior

Cross-Cultural Variations in Consumer Behavior

Copyright: © 2015 |Pages: 26
ISBN13: 9781466675186|ISBN10: 1466675187|EISBN13: 9781466675193
DOI: 10.4018/978-1-4666-7518-6.ch007
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MLA

Rajagopal and Raquel Castaño. "Cross-Cultural Variations in Consumer Behavior." Understanding Consumer Behavior and Consumption Experience, IGI Global, 2015, pp.133-158. https://doi.org/10.4018/978-1-4666-7518-6.ch007

APA

Rajagopal & R. Castaño (2015). Cross-Cultural Variations in Consumer Behavior. IGI Global. https://doi.org/10.4018/978-1-4666-7518-6.ch007

Chicago

Rajagopal and Raquel Castaño. "Cross-Cultural Variations in Consumer Behavior." In Understanding Consumer Behavior and Consumption Experience. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7518-6.ch007

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Abstract

The global marketplace is getting congested with inter-market segmentation comprising consumers of various ethnic groups. Such attributes of markets have posed uphill challenges to the companies to develop marketing strategies that caters to the consumer preferences of varied cultural backgrounds. The cross-cultural variations often build discontentment among consumers as their preferences are not meticulously attended by the companies. This chapter defines culture and describes the cross-cultural drivers with a focus on cultural diversity, gender, society, and personality perspectives. The discussions in the chapter argue that the cultural interventions have become very subtle with the increasing market competition, and uniform marketing strategy does not cater to the cross-cultural consumer segments.

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