International Marketing

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1. How does Culture influence global buying behavior? Provide specific examples or observations.
Culture influence’s us a lot on our buying behaviors even if we don’t see it. Cultural factors have a significant impact on buying behavior because it is what you grew up with and what you learned from your family and groups of people around you. Lets take myself for example, I noticed whenever I do groceries what I buy is just so different from my roommate who is American and grew up in California. First off I usually shop at 99 Ranch market in Irvine. 99 Ranch market is a Chinese supermarket where you can get many Chinese ingredients that you won’t be able to at Albertsons. For example my roommate Eric would buy coke and juice when I would buy aloe and jasmine green tea because that was what I grew up drinking a lot of the times. Looking in our refrigerator you can also see that we tend to buy different vegetables. The romaine lettuce would always be Eric’s, in my family we never cooked with romaine lettuce, it was always with bok choy and lots of garlic. The way Asians shop is just really different from Americans because of their cultural eating habits. Most of the times in supermarkets Asian people tend to buy rice whereas Americans would buy spaghetti. Another observation I’ve made from living with Eric is that what we eat for breakfast is different and that is because of our culture. In western culture it seems like its more common to have cereal or toast and eggs with bacon for breakfast but what I grew up eating and I still do is porridge in the morning. Also comparing grocery shopping in Taiwan and California it is very different in their selling formats due to their culture’s buying behavior. In Taiwan most people go to morning markets that are usually located in the neighbor hoods. I went to a international school in Taipei where all my teachers were American and I remember new teachers not being used to buying groceries from these outdoor markets since these market places usually do not look as clean as stores like Albertsons. I observed that these teachers would usually rather spend a higher price on groceries being sold at Welcomes, which is the equivalent of Albertsons in Taiwan. Also many of the times different generations tend to have a different buying behavior as well. For example our generation these days we are introduced to technology at such a young age that we are ok with buying things online and trusting the internet when the older generations at times still don’t engage in e-commerce transactions. Just like this past Black Friday, many of my friends who I talked to did not leave the house that day; instead they waited for Cyber Monday to do all their shopping online. Now looking at a sub-culture in our society the whole hip-hop culture and the way they shop for clothes and shoes would be very different from the average person. Being a dancer in LA I’ve been exposed to many forms of dance including hip-hop. What caught my attention was how hip-hop dancers like bboys (breakdancers) pretty much created a whole sub-culture where they did not just view breaking as a dance but more of a way of life. The whole bboy culture influence’s these dancers in the shoes they pick to wear. Ever since the Adidas Gazelle came out whenever I am at an audition I can just tell who’s a bboy and who is not just by looking at their shoes. In a sense you can see that peer pressure might have a effect on this also. Since bboys in the city only have a couple of practice spots around everyone knows each other and when people find shoes that are comfortable and good to dance in more and more people will start wearing them due to some sort of peer pressure since they see most people wearing them. Also if you look at this chart here it shows the difference in consumption attitude between japan and India. We can see how cultural influences in India has given their middle class a more innovative consumption mindset compared to...
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