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2
VARIATIONS IN CULTURAL
VALUES
TRAN DIEM MY
Other-oriented
values
Reflect a society’s view of the appropriate relationships
between individuals and groups within that society
 Other-oriented
01 values 02
Individual/Collective Youth/Age
consumers from cultures differ in their Children’s influence on purchases and
reactions to foreign products the tactics they use

03 04
Extended/Limited Family Masculine/Feminine
cultures differ widely in the influences both obvious and subtle
obligations. aspects of marketing
 Other-oriented
values
05 06
Competitive/Coorperative Diversity/Uniformnity
can be seen in the ways different cultures react to variety in terms of food, dress, and other
comparative advertisements.  products.
Environment-oriented
values
Prescribe a society’s relationship to fit its economic and
technical as well as its physical environment
 ENVIRONMENT-
ORIENTED VALUES
Cleanliness Performance/Status Tradition/Change

differences in the closely change can and

value placed on related to the does live
cleanliness
Risk Taking/Security concept
Problem of
solving/Fatalistic alongside
Nature

relates to Fatalists
power reflected in
traditional
tolerance for tend to feel consumers’
Self-oriented values
Reflect the objectives and approaches to life that the
individual members of society find desirable.
 SELF-ORIENTED
VALUES
Active/Passive Sensual Gratification/Abstinence Material/Nonmaterial

Affects Cultures differ Instrumenta

advertising in their l
themes
Hard work/ Leisure and
Postponed acceptance ofGratification
Gratification/Immediate materialismReligious/Secular

Lifestyleformats. business strategies,

sensual effectively
and
and demand efforts to encourage designing all