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2024 | OriginalPaper | Chapter

9. Cross-Cultural Consumer Behavior

Author : Eugene Y. Chan

Published in: Consumer Behavior in Practice

Publisher: Springer Nature Switzerland

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Abstract

The boundaries of geography no longer apply to the business world in today’s globalized economy. A thorough understanding of cross-cultural consumer behavior becomes not only an asset but also essential as marketing executives negotiate the complex terrain of international trade. This chapter explores the complex topic of how cultural quirks affect consumer preferences, purchasing behavior, and brand perceptions globally.

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previous chapter The Ideological Customer

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Title: Cross-Cultural Consumer Behavior
Author: Eugene Y. Chan
Publisher: Springer Nature Switzerland
Book: Consumer Behavior in Practice
Print ISBN: 978-3-031-50949-0

Electronic ISBN: 978-3-031-50947-6

Copyright Year: 2024
DOI: https://doi.org/10.1007/978-3-031-50947-6_9