Perilaku Konsumen Lintas Budaya Arti Penting Menjadi Multinasional (Go International) Analisis Perilaku Konsumen Lintas Budaya Alternatif Strategi Multinasional Segmentasi psikografis Lintas Budaya

1. Irwan Haribudiman, S.Par., M.Sc.
Manajemen Resort & Leisure
Universitas Pendidikan Indonesia
Adapted From Prentice Hall
2007

3. • Perilaku Konsumen Lintas Budaya
• Arti Penting Menjadi Multinasional (Go
International)
• Analisis Perilaku Konsumen Lintas Budaya
• Alternatif Strategi Multinasional
• Segmentasi psikografis Lintas Budaya

4. Agar dapat berhasil, para pemasar
harus mengerti sifat alamiah dan
ukuran-ukuran perbedaan diantara
konsumen-konsumen
Sensitifitas terhadap kemiripan-
kemiripan dan perbedaan-
perbedaan lintas budaya
Pemasaran yang
spesifik di setiap
negara
Pemasaran global

5. Saat ini, hampir seluruh perusahaan bisnis raksasa
memasarkan produk mereka di luar negerinya sendiri.

6. Ketika konsumen memutuskan untuk melakukan
pembelian, mereka mungkin akan sampai pada
pertimbangan akan asal negara produk yang
mereka pilih. Para peneliti menunjukkan bahwa
konsumen menggunakan pengetahuan mereka
tentang dimana produk tersebut di buat atau
berada sebagai evaluasi pilihan pembelian
mereka.

7. Terlebih lagi, konsumen cenderung mempunyai sikap atau kegemaran
bahwa barang tertentu harus dibuat di negara tertentu. Sikap ini bisa
berdampak positif, negatif atau netral tergantung pada persepsi atau
pengalaman.
Perancis dengan anggur, mode
busana, dan parfum serta berbagai
produk kecantikan yang lain;
Italia dengan pasta, perancang
busana, furnitur, sepatu dan mobil
sport;
Jepang dengan kamera dan
konsumen elektronik;

8. • Many consumers may take into consideration
the country of origin of a product.
• Some consumers have animosity toward a
country
– People’s Republic of China has some animosity to
Japan
– Jewish consumers avoid German products
– New Zealand and Australian consumers boycott
French products

9. Strategi yang tepat untuk meraih konsumen di suatu
negara adalah harus spesifik
Semakin banyak persamaan antara satu negara
dengan negara lain, maka pelaku pasar juga
cenderung memakai strategi pemasaran yang hampir
sama. Sedangkan jika kepercayaan, nilai, dan adat
istiadat dari target negara – negara jauh berbeda;
maka strategi pemasaran yang lebih spesifik
diterapkan.

10. Ritme hidup (pace of life), dapat diartikan
sebagai seberapa banyak waktu yang dibutuhkan
untuk mengerjakan suatu aktivitas.
•Penelitian terhadap pace of life di 31 negara yang mengukur
waktu untuk jalan kaki sejauh 60 kaki, lama petugas pos
mengerjakan pembelian perangko, dan keakuratan jam publik
menemukan bahwa Indonesia berada di urutan ke-30. Pace of
life tercepat ditempat oleh Switzerland dan yang terlambat
diduduki Mexico.
Copyright 2007 by Prentice Hall

11. • Similarities and
differences among
people
• The growing global
middle class
• The global teenage
market
• Acculturation
• The greater the similarity
between nations, the
more feasible to use
relatively similar
marketing strategies
• Marketers often speak to
the same “types” of
consumers globally
Issues
Upaya untuk menentukan sejauh mana konsumen dari dua
atau lebih negara memiliki kesamaan atau perbedaan.

12. Chinese Cultural Traits
• Berpusat pada doktrin
Konghucu
• Tunduk pada otoritas
• Memuja leluhur
• Nilai tugas seseorang
untuk keluarga dan
negara
American Cultural Traits
• Individualis
• Penekanan pada
kemandirian
• Iman utama di rasionalisme
• Nilai kepribadian individu

13. • Similarities and
differences among
people
• The growing global
middle class
• The global teenage
market
• Acculturation
• Growing in Asia, South
America, and Eastern
Europe
• Marketers should focus
on these markets
Issues

14. • Similarities and
differences among people
• The growing global middle
class
• The global teenage
market
• Acculturation
• There has been growth in an
affluent global teenage and
young adult market
• They appear to have similar
interests, desires, and
consumption behavior no
matter where they live.
Issues

15. • Similarities and
differences among people
• The growing global middle
class
• The global teenage market
• Acculturation
• Marketers must learn
everything that is relevant
about the usage of their
product and product
categories in foreign
countries
Issues

16. Copyright 2007 by Prentice
Hall
Differences in language and
meaning
Differences in market
segmentation opportunities
Differences in consumption
patterns
Differences in the perceived
benefits of products and services
Words or concepts may not mean
the same in two different
countries.The income, social class, age, and
sex of target customers may
differ dramatically in two
different countries.
Two countries may differ
substantially in the level of
consumption or use of products or
services.
Two nations may use or consume
the same product in very
different ways.

17. Copyright 2007 by Prentice
Hall
continued
Differences in the criteria for
evaluating products and
servicesDifferences in economic and
social conditions and family
structure
Differences in marketing
research and conditions
Differences in marketing
research possibilities
The benefits sought from a
service may differ from
country to country.The “style” of family decision
making may vary significantly
from country to country.
The types and quality of retail
outlets and direct-mail lists
may vary greatly among
countries.The availability of professional
consumer researchers may
vary considerably from
country to country.

18. Copyright 2007 by Prentice
Hall
• According to a
survey – YES.
• Global brands have:
– Quality signal
– Global myth
– Social responsibility

19. Copyright 2007 by Prentice
Hall
• A global brand does not
always have success with
brand extentions
• Example Coke brand
extension – Coke
popcorn
– Eastern culture saw fit
and accepted the brand
extension
– Western culture did not
see fit

20. Copyright 2007 by Prentice
Hall
• Adaptation of advertising message to specific
values of particular cultures
• McDonald’s uses localization
– Example Ronald McDonald is Donald McDonald in
Japan
– Japanese menu includes corn soup and green tea
milkshakes
• Often best to combine global and local
marketing strategies

21. Copyright 2007 by Prentice
Hall
• Framework for Assessing Multinational
Strategies
– Global
– Local
– Mixed

22. PRODUCT
STRATEGY
COMMUNICATON
STRATEGY
STANDARDIZED
COMMUNICATIONS
LOCALIZED
COMMUNICATIONS
STANDARDIZED
PRODUCT
Global strategy:
Uniform Product/ Uniform
Message
Mixed Strategy:
Uniform Product/
Customized Message
LOCALIZED
PRODUCT
Mixed strategy:
Customized Product/
Uniform Message
Local Strategy:
Customized Product/
Customized Message
The only ultimate truth possible is that humans are both deeply
the same and obviously different.