The paper "Malaysia to Australia Marketing Report" is a great example of a marketing case study. It is an apparent fact that the concept of consumer behavior has a long history among scholars as well as practitioners in the marketing field. This fact is determined by Sirgy (1985, p. 104) who determined that when marketers started to accept and practice marketing concepts, they eventually recognized the fact that consumer behavior usually plays a fundamental role in marketing. Nonetheless, it is only since the 1950s that the idea of consumer behavior has become responsive to the development and eventual growth of contemporary marketing to embrace the more holistic allay of undertakings that have direct impacts on the consumer decision (Bray, 2008, p.
2). This is evident in the modern definitions of consumer behavior, for instance, by Solomon et. al. (2006, p. 6) who perceived consumer behavior as the study of the concerned processes when either individuals or groups select, purchase, use or dispose of services, products, ideas or experiences aimed at satisfaction of needs and desires. Against this background, this report is aimed at comparing and contrasting how two aspects or theories of consumer behavior as discussed in Schiffman applies to Malaysia and how they differ from those in Australia.
Additionally, this report will show how this might be central in the provision of a marketing opportunity for an Australian exporter. In this case, two theories namely culture as well as attitude both of which have extensive impacts on consumer behavior. Culture In a generic sense, culture can be defined as the sum of learned beliefs, values as well as customs that serve an integral purpose in directing consumer behavior of members of a specific society (Schiffman, 2011).
Diverse cultural studies on consumer behavior have been conducted in the past, mostly in the western context (Jung & Kau, 2004, p. 366). In these studies, differences in the consumption patterns between individuals as well as collectives from different ethnic backgrounds were unearthed, for instance, in the study by Saegert, Hoover, and Hilger (1985). On the other hand, other studies revealed differences in various aspects like decision making as well as novelty seeking and perceived risk by Doran (1994) and Gentry et al.
(1988) respectively across diverse cultural set-ups in relation to consumer behavior. Thus, there is a need for marketers to have an understanding of the cultural meaning of their brands and products while the consumers endeavor to engage in the acquisition of certain cultural meanings in different products and use these products to create a personal identity which is desirable (Luo & James, 2011, p. 2). In this case, the theoretical foundation of culture is bound to have implications on Australian marketers venturing into Malaysia based on the differences as well as similarities between the cultural set-ups of these countries. From a cultural perspective, Malaysia has a collective culture which is basically communal as opposed to being individualistic.
In this case, the spirit of belonging into a specific in-group has a greater precedent above the private well-being of individuals. As a result, the decision making process is often founded on group interests over individual ideas (Sian et. al., 2010, p. 182). This cultural orientation based on collectivism is bound to have extensive impacts on consumer behavior in this country.
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