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page 3 Shopping Behavior Module David F. Miller Center for Retailing Education and Research Hofstede’s Cultural Dimensions Individualism-collectivism Masculinity-femininity Power distance Uncertainty avoidance
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page 1Shopping Behavior Module David F. Miller Center for Retailing Education and Research
1. Culture Differences
page 2Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Dimensions of CulturalChina Compared to U.S.
page 3Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Hofstede’s Cultural Dimensions
Individualism-collectivism
Masculinity-femininity
Power distance
Uncertainty avoidance
page 4Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Individualism-Collectivism
Individualism High value on
autonomy Individual
achievement Privacy
Collectivism High value on group
Family, clan, organization
Loyalty Devotion Conformity
page 5Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Success
Assertive acquisition of money/power
achievement
Equality of genders
Caring for disadvantaged
Harmony
AchievementRelationship
Masculinity - Femininity
page 6Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Power Distance
High-Power Distance
Accept position
Follow authority
Concentrated & centralized authority
Hierarchical
Low-Power Distance
Avoid concentration of authority
Decentralized
Fewer layers of management
Acceptance of Difference in Power
page 7Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Low UncertaintyAvoidance Embrace
unpredictable Less adherence
to rules, procedures, or hierarchies
Risk taking desirable
High UncertaintyAvoidance Threatened by
ambiguity Need stable &
predictable workplace
Reliance on rules
Uncertainty Avoidance
Reaction of Ambiguity
page 8Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Cultural Differences
Individualistic (IDV) vr. Collectivist – look out for self, self reliant, loose bonds with others
Power distance (PDI) – acceptance of power and wealth inequality
Long-Term Orientation (LTD) – importance of tradition, protecting face
page 9Shopping Behavior Module David F. Miller Center for Retailing Education and Research
What effect do these cultural differences have on retailing? Shopping behavior Store management
page 10Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Shopping Behavior in China
page 11Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Shopping During Mao Era
Ration coupons were required to buy cloth, but a selection of fabric drew customers to Beijing Department Store on Wangfujing Street in 1983.
page 12Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Shopping as Leisure
page 13Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Brand Conception
page 14Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Local vs. Foreign Brands
page 15Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Young Consumers Preferences
page 16Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Shifts in Behavior
Brand to Value Collect information from internet and other
sources Shift from traditional channels-Dept. Stores and
brand exclusive stores to hypermarkets, supermarkets, Internet
Increasing Consumer Sophistication Demand products with more function, better value,
better price, variety Consumers gain more access to product information—
brands, products, prices and channels
page 17Shopping Behavior Module David F. Miller Center for Retailing Education and Research
Shift in Consumption
