Downloaded 20 times
Uploaded byEthan Chazin MBA
Consumer behavior week3_condivergence
This document discusses theories of convergence and divergence in international consumer behavior. It presents convergence theory, which posits that nations are becoming increasingly similar due to factors like technology, education, and communication. However, it also notes that complete convergence is unlikely given differences in cultures and histories. The document then examines dimensions of individual modernity and categorizes societies as pre-modern, modern, or post-modern. Finally, it discusses convergence and divergence at the macro and micro levels in consumer behavior and factors like income, household structure, social class, and ethnicity.
More Related Content
Similar to Consumer behavior week3_condivergence
More from Ethan Chazin MBA
Consumer behavior week3_condivergence
- 1. CORPISM-08/02 International Consumer Behavior Week 3:Convergence & Divergence Professor Ethan Chazin 1
- 2.
- 5.
- 6.
- 7. Nations are becoming increasinglyalike despite different cultures and histories and diverse political & economic systems.
- 9. • Dependence onscience & tech. • Popular attitudes. • Systems of political & economic control: – Monopolistic banking industries, increase in billionaires, PACs, etc. • Social media & www (interconnected world.) • Expansion in urban post-industrial centers (The Capital, Hunger Games) • Industrialization & modernization creating a universal civilization is a fallacy & product of Western thinking. The Chazin GroupThe Chazin GroupConvergence Due to…
- 11.
- 12. • Mass Education. •Urbanization. • Industrialization. • Bureaucratization. • Rapid Communication, Transportation. • Cultural Homogeneity. The Chazin GroupThe Chazin GroupSocietal Characteristics
- 13. Dimensions of Individual Modernity Alex Inkeles& David Horton Smith
- 14. • Openness tonew experiences. • Readiness for social change. • Disposition to form/hold opinions and acknowledge differences in opinions. • Information • Sense of time. The Chazin GroupThe Chazin GroupTheir 10 Dimensions
- 15. • Control ofenvironment. • Orientation toward planning. • Calculability versus trust. • Educational & Occupational aspirations. • Sense of dignity. • Respect for others. The Chazin GroupThe Chazin GroupTheir 10 Dimensions
- 16. All developed nationsthat can be considered modern using these dimensions are from a European tradition (except Japan.)
- 17.
- 18. • Agriculture asprimary means to sustain life. • Households 3 generation extended families. • Feudal societies (land-owner, nobility) • Linear time orientation. The Chazin GroupThe Chazin GroupPre-Modern
- 19. • Increased urbanization. •Nuclear family. • Mass production. • Linear time orientation. The Chazin GroupThe Chazin Group Modern
- 20.
- 21. • Most professionalswork with information. • We live in a Digital World (the Cloud) • Everyone’s connected online. • Manipulation of gene-sequencing, genomes. • “In post-modern society, emphasis on economic achievement is giving way to an increasing emphasis on quality of life.” (Inglehart) The Chazin GroupThe Chazin GroupPost-Modern
- 25.
- 27. • Macro informationincludes Gross Domestic Product (GDP), Gross National Income (GNI) and growth in production & consumption. • Macro environment includes the political, economic, legal social, cultural, technological dimensions. The Chazin GroupThe Chazin GroupMicro vs. Macro
- 28. • Macro levelmeasures of economic development : –GNI per capita, consumption, transportation, communication facilities, urbanization, capital for investment, technology, media. The Chazin GroupThe Chazin GroupMeasures of Macro Econ
- 30. K What do YOUthink?
- 31.
- 32. • At macro& micro level convergence & divergence both take place and is strongest in economically homogenous regions (like Europe.) • Even in these regions only a few incidents happen. • Micro level entails what people do with the products they own. (Ex. Penetration of TV ownership in Europe but viewing time and habits differ drastically.) • The assumed strongest influence on consumer behavior is disposable INCOME! The Chazin GroupThe Chazin GroupC/D in Consumer Behavior
- 35.
- 41. • The wealthiera nation becomes, the more influential culture is on consumption and consumer behavior. • Higher levels of wealth do NOT change traditional values. The Chazin GroupThe Chazin GroupNation Wealth
- 42. • Household size(# people per house) varies by country – from 2.13 in Sweden to 6.7 in Pakistan. • In lower income cultures, household sizes are larger. • Age at which women marry varies greatly. • Women in all cultures have traditionally performed roles of mother, career and home provider. • Women entering the workforce in increasing numbers. The Chazin GroupThe Chazin GroupHousehold & Family
- 43. • Western approachto categorize people by wealth. • As wealth spreads globally, disposable income less effective means of measuring consumers. • Other categories such as YUPPIES, DINKs are required. • American 3 tier structure (although very simplistic) is most often used to categorize people in developed nations (Upper Class, Middle Class, Lower Class.) The Chazin GroupThe Chazin GroupSocial Class
- 44. • Ethnic groupdefines as being culturally & physically different from the dominant group of a society. • Ethnic minorities become powerful consumer groups to market to. • Examples abound: Native Americans, Aborigines, Gypsies, African Americans, Turkish Germans, French Italians, etc. The Chazin GroupThe Chazin GroupEthnicity
- 45. The 21st Century FrenchConsumer
- 47.
- 50.