Consuming across cultures

 

1.       Introduction

a.       Thesis

How culture, geography and background can affect consumption?

What affects our behavior

·         Character:  genetics,

·         Environment:  culture, background, geography, society,

Unpredictable behaviors versus predictable behaviors

 

b.      Outline

·     Cultural / Environmental divergences across the world.

·     Consumer convergences across the world.

·     Focusing on two different cultures

·     How to use this information in a marketing view 

 

2.       Body 

a.       Cultural / Environmental divergences across the world.

Basic threats about the main cultures that exist in the world:

·         Asian

·         European

·         North-American

·         Latin

 

b.        Consumer convergences across the world.

The effects of the globalization and the new changing trends among cultures

 

c.         Focusing on two different cultures

·         North-American Culture

·         European Culture

Common day in a European and American Family.  Convergent and divergent threats.  Real examples

How is the environment structured according to those cultures and values.

  

d.        How to use this information in a marketing view

·   The answer of the companies: How do marketing companies deal with those facts? Different ways they sell the same product

·         Succesful cases

·         Failed  Cases

  

3.       Conclusion 

a.       Summarizing the key facts

b.      Learnings from the study

c.       Applications to customer insights

1.         How to use this information in a marketing view