Consumer Behaviour

CULTURE AND MARKETING

• Consumers buy meanings
• Marketers Communicate meanings
• Consumers Goods?
• Vehicles for cultural meanings

CULTURE AND CONSUMER

• Hierarchy of needs
• Institutions
• Culture-based values

ISSUES TO CONSIDER

• Psychological processes
• Involvement
• Perceived Risk
• Loyalty

RISK?

How do we know?

CB in Cross Cultural Perspective

• Global Perspective
• Imported Perspective
• Ethnic Perspective
• Cultural Meaning Perspective

ETHNICITY AS IDENTITY

• Assimilation
• Integration
• Separation
• Marginalization