Working in teams of up to four people (or solo), you will demonstrate your understanding of global consumption for a particular product category of your choice (e.g., drinks, jewelry, fast food, furniture) across various cultures. After selecting a product category, you will study its meanings and consumption in at least two different countries (preferably select countries with considerably different cultural backgrounds). At a minimum, your project report should address the issues of: A. Conceptual equivalence of your selected product category in different cultures: Basic concepts used in defining needs and their hierarchy, product usage patterns or products themselves, may vary across markets You will explore what is culture-specific versus what is culture universal. How is your chosen product category “defined” in each culture (e.g., what is “coffee”, what is a “car”, what is “water”…?)? What are the core concepts (e.g., beauty, convenience, health…) that are relevant to the consumption of your product category? What is their meaning and what role do they play in consumption rituals and myths?B. Functional equivalence of your selected product category in different cultures: Functionality of similar products may vary across markets. How is the function of your product understood in each country? (What are the expected functional benefits?). How are these products used in each country?C. Buying process and Communication across cultures: What is the nature of the buying process in each country? (Who buys/consumes and Why? What? Where? When? How? How much?) Analyze similarities or differences across cultures! Explain what socio-cultural forces drive these processes across countries? Topics related to advertising and branding of your product in a cross-cultural perspective should also be addressed.By addressing the issues above you will in fact analyze the CULTURAL MEANINGS related to consumption of the chosen product category. Within the framework specified above (A., B. and C.), you need to address questions such as: What rituals are relevant to consuming your product? Are they similar or different across the chosen countries in their nature and meaning? What mythic elements can you find in this product categories’ marketing and media texts (find and analyze product-relevant advertisements, product packaging, media coverage, movies, etc.). In what ways are these myths appealing or repellent to consumers? Does the presence and appeal of these mythic elements vary across chosen countries?You are asked to not exclusively focus on the history and characteristics of the product, but also to pay a great attention to the cross-cultural comparison in terms of level of consumption, consumer decision making, meaning of consumption, product-relevant texts (e.g., advertising, pop-culture) etc.
Page 5 of 11In the concluding section of your analysis, you ought to provide specific recommendations for cross-cultural strategies and marketing management when marketing this product category in various countries/cultures. In other words, specify how marketers should deal with the issues of marketing adaptation vs. standardization because of what you discovered in your product category analysis across cultures.In conducting the analysis for this project, you should use formal research – journal articles, industry reports and analyses, and possibly combine these sources with videos/images analysis of the relevant product category and consumer cultures.
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