Cross Cultural Consumer Behavior: An International Perceptive in Consumer Behavior

Topics: Walt Disney, The Walt Disney Company, Mobile phone Pages: 5 (1733 words) Published: March 11, 2014
Cross Cultural Consumer Behavior: An International Perceptive in Consumer Behavior PSY/322
February 24, 2014
Susan Rusnak

Cross Cultural Consumer Behavior: An International Perceptive in Consumer Behavior Case Studies
This study emphasizes cultural differences of consumer behavior in the international market place. This study will evaluate the consumer behavior and purchasing decisions. Consumer behavior as it related to emotional and cognitive consumer reactions. Cross cultural differences as they are related to emotional responses, attitude, behavior, the impact and the response in the international market place. How domestic products and their branding is viewed and the effects of product branding in the international market place (Kim, 2013). Investigating the international cultural market place to establish which products fit best in the different international cultural. It would also be important to understand the cross cultural product and business ethics. The two cases studied emphasize the importance of marketing communication to understand their audience’s wants and needs and what markets are appropriate for products and their branding. This paper first examines the purchasing decisions between the Japanese market and the markets outside Japan. How the Japanese view technologies developed outside the culture. The second examination is to identify what Walt Disney Company learned about consumer behavior and purchasing decisions at Hong Kong Disneyland. Disney learned a very important lesson about accepting local culture. Case one - Japan to Apple’s iPhone: “No Thanks!”

Chen (2009), "Apple’s iPhone has wowed most of the globe — but not Japan, where the handset is selling so poorly it’s being offered for free” (Wired). Based on the Japanese perspective the problem with Apple’s iPhone is the lack of product appeal and features to the Japanese culture. The Japanese consumers have high complex expectation of the technology products they use. For example, the Japanese handset user is extremely sophisticated when it comes to video and photos. Apple’s iPhone has neither a video camera nor multimedia texting. The advanced Japanese consumer is looking for a TV tuner feature included with their handheld cell phones. Large shares of Japanese consumers only use a cellphone as their computing device versus a personal computer. The priority of these Japanese handheld cell phone consumers are for features that include, choosing cellphone that doubles as a 3-inch TV, 3-G, GPS, a 5.1-megapixel camera and motion sensors for Wii-style games. An important feature missing from Apple’s iPhone is the Japanese beloved “emoji” with is the ability to inject smiley and insert clip are into messages. This application allows the user to easily insert clip art into messages. This was an extremely popular feature in Japan at the time. So to miss the marketing mark with this demographic was critical mistake for advertisers. Marketers and advertisers cannot help but wonder if many of the Japanese attitudes come from childhood socialization that is particularly relevant to the study of consumer behavior. Consumer socialization, which is defined and influenced by the process in which children acquire the skills, knowledge, attitudes, and experiences necessary to function as adult consumers. The Japanese culture is largely based on legacy so passing down through the generations their standard of technology expectation would be a natural progression (Schiffman, L.G., & Kanuk, L.L. 2010). First and foremost, the Japanese are opposed to technologies created and manufactured outside Japan. Japan being a leader and major competitor in today’s technology market place, it makes sense they would buy locally first. Buying technology locally, or domestically in the case of Japan, helps to encourage the expansion and development of future technologies. Apple partnered with SoftBank, the third largest mobile...
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