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Cross Culture Consumer Behavior

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cross culture consumer behavior assignment
Marketing across cultures has become an inevitable part of the business with the growth of multinational corporations, who are every day entering new and untapped markets. This assignment will give you a feel of what kind of consumer behavior understanding must a company have before embarking in a new and unfamiliar markets . For Marketing managers they seek to connect with the diverse consumer groups in this new market who may or may not deviate from what they thought they knew about how consumer behave.
Here is what you will do.
I. Interview a student/ colleague/friend from any of the below culture background. This person must be born or have lived in that part of the world for a number of years. (Must get professor approval when in doubt). DO NOT WAIT TO THE LAST MINUTE TO FIND SOMEONE * Asian * Arab/Middle east * African * Indian
II. Select one of the below product categories * Food & Beverage * Family or Individual Entertainment * Shopping outlets * Cosmetics * Banks & Finance * Automobiles
III. Using your knowledge of the material covered in this class, understand and then summarize in a report how does culture shape different aspects of their consumer behavior as it relates to this specific product category.
IV. Assume that you are hired by marketing firm that is based in the US that is interested in entering this product category and location. What key elements/actions/implications of the marketing strategy would you recommend for a successful entry into this market- based on your understanding of information in III?
Sources: Use your knowledge gained from the course chapters, especially Ch 1 marketing Strategy, Ch 2 Cross culture variations in consumer behavior . Your analysis MUST apply the concepts studied in this class.
Format: No more than 3 pages

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