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Global Consumer Behavior

Chantal Ammi (Editor)
ISBN: 978-1-905209-63-7
280 pages
March 2007, Wiley-ISTE
Global Consumer Behavior (1905209630) cover image
Globalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global.

The main aim of the book is to enhance the reader’s knowledge – especially from a multidisciplinary perspective rather than from an individual functional perspective – of international consumer behaviour. It also explores the role of globalization in the evolving world of the new technology sector and provides an overview of the development of international consumer behavior from historical, geographical and social perspectives, while focusing on new technology products and services.

Professionals, students and researchers working in the fields of new technologies and information and communication technologies (ICT) as well as specialists of marketing and management are the target audience for this book.  At the same time, the book will be pitched at a level so as to also appeal to a more general readership interested in globalization.

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Introduction xiii

PART 1. Topics of Themes 1

Chapter 1. E-Travel Agents Selling to Ethnic Customers 3
Euler G.M. de SOUZA and Tunc MEDENI

1.1. Introduction 3

1.2. Market structure 5

1.3. Customer relationship through the Internet 9

1.4. Electronic distribution channel 10

1.5. Services marketing 11

1.5.1. Management of the service delivery process 11

1.5.2. Nature of interaction between consumers and suppliers 12

1.6. Relationship marketing 14

1.7. Hypotheses and findings 18

1.7.1. Hypotheses 19

1.7.2. Findings 22

1.8. Conclusions, limitations and future research 23

1.9. References 25

Chapter 2. Local Advertising over the Product Life Cycle: The Product-Consumer Relationship in the International Context 29
Saku MAKINEN and Hanna-Kaisa DESAVELLE

2.1. Introduction 29

2.2. Background and objectives 30

2.3. Theoretical framework 33

2.3.1. Pronouns as relationship building units 34

2.3.2. Advertising and personal and possessive pronouns 35

2.4. Data and methods 36

2.5. Results and contribution 38

2.5.1. Mobile phones 39

2.5.2. Digital cameras 43

2.5.3. DVDs 44

2.6. Conclusions and limitations 47

2.7. References 49

Chapter 3. Culture and Diversity: A New Approach of Management 53
Chantal AMMI

3.1. Introduction 53

3.2. The notion of culture 54

3.2.1. Definition, content and properties 54

3.2.2. Properties, functions and process 55

3.3. Culture and globalization 55

3.3.1. Culture: orientation of values 56

3.3.2. Culture: a solution for global problems 56

3.4. Multiculturalism and the global economy 58

3.4.1. Global companies 58

3.4.2. Countries with ethnic, cultural, religious and linguistic diversity 60

3.4.3. Countries with imported ethnic minorities 62

3.4.3.1. Integration or assimilation? 62

3.4.3.2. Ethnic marketing 63

3.5. Conclusion 65

3.6. References 65

Chapter 4. Is Behavior Prone to Social Influence? 67
Toufik KHARBECHE and Kaouther JELASSI

4.1. Introduction 67

4.2. The problem 68

4.3. Theoretical view: a psychoanalytical “interactionist” diagram 68

4.4. Culture in the sociological sense 69

4.5. Does behavior result from social identity? 70

4.6. Behavior and collective conscience 70

4.6.1. Social psychology 71

4.6.2. Cognitive approach of the individual: the personal and mechanical behavior of the individual 72

4.6.3. Phenomenological approach of the individual: individualist dominant of the behavior 72

4.6.4. Phenomenological approach of the social individual: priority of the interests of the group 73

4.7. Behavior: from individual identity to social identity 73

4.7.1. Covariance model 75

4.7.2. Social identity: the origin of social behavior 75

4.7.3. Social identity and membership group 76

4.7.4. The social link: regulator of community behavior 77

4.7.5. The social status of the individual: factor of specific behaviors 78

4.7.6. Social status: conformist behavior – a source of social cohesion? 79

4.7.7. Deviance facing social standards: non-conformist behavior 80

4.8. Conclusion 80

4.9. References 82

PART 2. Applications at the National Level 85

Chapter 5. The Gender Approach to Understanding Time-Saving Durables Buying: Tunisian Women in 2000 87
Rafika BEN GUIRAT

5.1. Introduction 87

5.2. Gender approaches in marketing 89

5.2.1. Gender orientation of the roles/ideology of gender 90

5.2.2. Women’s remunerated work 92

5.3. Housework 94

5.4. Assumptions of the research 96

5.4.1. “Family addicted” women 99

5.4.2. Resigned women 100

5.4.3. Consensual women 100

5.4.4. “Avant-gardist” women 101

5.5. Summary of results 101

5.6. Conclusion 103

5.7. References 104

5.8. Appendix 107

Chapter 6. The Cultural Impact on Changes in Consumption: Lithuania and Bulgaria 109
Jadvyga CIBURIENE and Anastasiya MARCHEVA

6.1. Introduction: globalization and culture 109

6.2. Material determinant for consumption 111

6.3. National culture values 112

6.4. Material culture 115

6.5. Changes in consumption 116

6.6. Conclusion 122

6.7. References 122

Appendix 1: Lithuania and Bulgaria basic characteristics in 2004 124

Chapter 7. Country of Origin: Perceptions and Attitudes of Portuguese Consumers 125
Ana LISBOA

7.1. Introduction 125

7.2. Country of origin effects on consumer behavior 127

7.2.1. Country of origin effects defined 127

7.2.2. Halo or summary 128

7.2.3. The importance of the country of origin 129

7.2.4. Factors influencing the attitude towards the country of origin 130

7.3. Research hypotheses 131

7.4. Empirical analysis 133

7.4.1. Sample 134

7.4.2. Instrument 136

7.5. Results 136

7.6. Discussion 139

7.7. Concluding comments 143

7.8. References 144

Chapter 8. Consumer Shopping Behavior Online: The Case of Spanish Web Users 147
Carla RUIZ MAFE and Silvia SANZ BLAS

8.1. Introduction 147

8.2. Online buyers worldwide 148

8.3. Key drivers of global consumer shopping behavior online 152

8.3.1. Demographics 152

8.3.2. Internet experience 154

8.3.3. Browsing behavior 154

8.3.4. Shopping orientations 155

8.3.4.1. Convenience and time saving 155

8.3.4.2. Access to products unavailable in the local market 156

8.3.4.3. Variety and range of products 156

8.3.4.4. Price reductions 157

8.3.4.5. Adapting marketing programs 157

8.4. The case of Spanish e-shoppers 159

8.4.1. Methodology 159

8.4.2. Results 160

8.5. Conclusions and managerial implications 167

8.6. References 170

Chapter 9. The New, Improved, Indian Consumer 175
Partho GANGULY

9.1. Understanding the billion minds 175

9.1.1. Income growth 178

9.1.2. Affordability growth 178

9.1.3. Obsession of education- and health-consciousness advances 180

9.1.4. Entertainment 181

9.2. A springboard for more consumption 182

9.3. A new consumption push for 2006–07 184

9.3.1. The rising middle class in India 188

9.4. Impact on marketing 188

9.4.1. Required: mature market strategies 188

9.5. Conclusion 192

9.6. References 192

Chapter 10. Globalization and Consumer Behavior: A Case Study of Cell Phone Owners in India 195
Velan NIRMALA and U. DEVASENADHIPATHI

10.1. Introduction 195

10.2. Data and methodology 199

10.3. Empirical results and discussions 202

10.4. Conclusion 213

10.5. References 214

10.6. Appendix 217

Chapter 11. Factors Affecting Technology Adoption in India: A Consumer-Based View 219
Atanu ADHIKARI and A.K. RAO

11.1. Introduction 219

11.2. History of diffusion of innovation 220

11.3. A theoretical framework 223

11.4. Adoption of electronic banking service innovations 223

11.5. Data 225

11.5.1. Measures and scaling 225

11.5.2. Analysis 225

11.5.3. Factor analysis 226

11.6. Discussion and conclusion 227

11.7. References 227

11.8. Appendix 230

Chapter 12. Chinese Culture and Chinese Consumer Behavior 237
Lei TANG

12.1. Introduction 237

12.2. The cultural difference between China and the West 239

12.3. Chinese traditional culture and its values 241

12.3.1. Confucianism and core beliefs 241

12.3.2. Taoism 243

12.3.3. Buddhism 245

12.4. Some essential aspects of Chinese culture 247

12.4.1. Group orientation 247

12.4.2. Guanxi is one of the secrets to success in China 248

12.4.3. The Chinese are superstitious 250

12.5. Who are the major customers in China? 250

12.6. Brand effect on Chinese consumer behavior 253

12.7. Managerial implications and suggestions 254

12.8. Discussion and limitations 256

12.9. Conclusion 257

12.10. References 257

Chapter 13. Modeling the Indicators of Purchasing Behavior Toward Counterfeits: An Exploratory Study in China 263
Sindy CHAPA and Monica D. HERNANDEZ

13.1. Introduction 263

13.2. Hypotheses development 264

13.2.1. Risk perception 264

13.2.2. Brand parity 265

13.2.3. Susceptibility to Normative Influence (SNI) 265

13.2.4. Value-expressive function 266

13.2.5. Conceptual model 267

13.3. Research design 267

13.3.1. Data collection 267

13.4. Data analysis 268

13.4.1. Assessment of the measurements 268

13.4.2. Results 269

13.4.2.1. Model testing 269

13.4.2.2. Hypotheses testing 269

13.5. Discussion 269

13.6. References 271

List of Authors 275

Index 279

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Chantal Ammi is a Professor at the National Institute of Telecommunications, Evry, France, head of MINT laboratory.
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