Question

What is it that consumer researchers try to find among varying cultures across the world?

What do we all have in common regardless of cultural differences?

What acquired need do you have that you developed as a kid?

How many people do you know that share this need and are part of a market segment that shares your same need?

How can a marketer use this information about you?

Please answer in complete sentences with an overall total of 150 words or more.

Answer 1

1. Consumer researchers are mostly concerned about consumer psychology & behavior in different cultures. They try to find out trends in the prevailing culture. Consumer researchers try to find out how consumer in different societies are similar & how they are different. Understanding of such similarities & differences is helpful in analyzing consumer behavior. Consumer researchers try to find out differences in languages & meaning, differences in consumption patterns, differences in pursued benefits of products & services & differences in economic & social conditions. They also try to find out following dimensions of a culture.

Individualism: This is a measurement of how individuals evaluate themselves & make decisions in a culture. In Individualistic countries, individuals give importance to their own thoughts, they value their personal time & activities. In contrast members of collective culture feel that they belong to a large group & they care about each other.

Power distance index: Consumer researchers try to find out power distance index. It is a measure of the extent to which the less powerful people in a society accept inequality in power & think it’s normal. Countries with high power distance index tolerate more inequality & are tilted towards more power, wealth, prestige & status.

Uncertainty avoidance index: This is a measure to the degree of tolerance for uncertainty in a society. Cultures with higher UAI are less tolerant of uncertain situations & have stricter rules & social behavior.

Masculinity: This measures the extent to which a culture divides its social roles among its members. We can say it measures masculine & famine nature of the society.

2.

We have many things in common regardless of cultural differences.

We have same anatomy, same needs & feelings. We all need comfort & security.