Different Consumer Habits In Different Cultures

Photo: Benjamin Earwicker

Sometimes the different consumer habits people have in different countries can really surprise us.

Our first reaction can be total incomprehension:

- Wow! Those people are weird!
- How can anyone be like that?
- You mean someone actually likes that?

Curiosity might follow.

- Now I wonder why those people do that.
- Does everyone over there think that way?
- Why do they like that?

The answers are often fascinating. With the answers to these sort of questions you can really begin to understand different cultures. You might even be able imagine someone living such a different life. Then you might even imagine yourself living the same sort of life.

One example is the research Nokia has done on mobile phone use over the world. In an effort to find out how they need to modify their products for future needs, they have researched how mobile phones are being used today.

Research in underdeveloped countries showed some surprising results. In certain places in Africa mobile phones have become the lifeline to the outside world for whole communities. Mobile phones bring rudimentary banking services to remote places.

Imagine having a telephone number painted above your house door instead of a house number. This can be seen in remote villages. No house number, just a telephone number. It must be extremely practical for the locals. It is an intelligent way for them of showing others how they can be reached

Another example is the Indian Airline company that sells its tickets in grocery stores. No one in Europe would think of going to their grocery store to get an airline ticket.

Consumer habits develop differently in different cultures for reasons inherent to their way of life. They live in different environments. They don’t necessarily have the same infrastructures.

A better understanding of your targets consumer habits will open up better adaptation of your product and services to their market. If you forget to question your target market’s consumer habits you can easily waste your time and money.

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