Consumer Culture

Abstract

The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as “glocalization,” the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing. After discussing the meaning of cultural influences for marketing management in general, this chapter presents the results of a meta-analytic literature review concentrating on consumer culture in the food and beverage sector.

Clustering Spanish alcoholic beverage shoppers to focus marketing strategies

“…This means that the market is becoming increasingly homogeneous as regards needs and buying behaviours On the contrary, another current of the literature does not recognise the existence of a transnational customer. This current defends the possibility of identifying segments according to nationality (Wiedmann et al, 2013), stating that, even if a segment of shoppers of transnational character (generally young people) may exist, cultural differences among shoppers from different countries take precedence, especially if they are of different ethnic or territorial origins.…”

“…More specifically, and according to the study by Wiedmann et al (2013), young Irish adolescents have a more favourable attitude towards buying alcoholic beverages in pubs because of acceptance by their family and group of friends. Similarly, research (Trujillo et al, 2011) on Spanish, Italian and Latin American subjects confirms that the social environment has a significant effect on where alcohol is bought because it is important to be accepted by the people around (Moysén et al, 2012).…”