Cross-Cultural Consumer Behavior - Class (1/10/12)

Consumerism is as diverse as it can be centered. In cross-culture franchises, consumer behavior is varied and the effects are seen when customers are faced with choices.

This case study features a comparison between two franchises in the coffee-beverage services, taking localization and acculturation into context.

   Local Context:
   Starbucks Corporation (Localized/Malaysia)

General/Neutral Context:
The Coffee Bean & Tea Leaf (International)

These two companies can then be examined, analyzed and contrasted, through a framework that describes how consumer behavior is determined.  

Immediately, one can identify three key aspects which are Attributes(who), Processes(how) and most obvious, Income, all that ultimately lead to an outcome which is the 'Consumer behavior domains'.

Income remains fairly fixed in terms of diversity in influencing choices. Either you have the money, or you don't.
On the other hand, Attributes and Processes are interlinked and susceptible to modifications depending on acculturation (demographics, socio-graphics and such).

When put into the equation/framework, the resulted analysis is as such:

Missing from this equation, or rather not inserted on reason, are the mentioning of the products and services offered by the respective brands. The menu or merchandise of both retailers are pretty much omnipresent, what is tabulated is the resulted processes or outcomes from their wares. 

As shown and further explained below:

Both Starbucks and Coffee Bean have to each their own, an array of products and services. Consumer behavior domains are the end result of direct marketing and selling of those said products and services, to create the ultimate desired outcome, which is Brand Loyalty.

The ** is an indication in the analysis which poses a threat to that said loyalty. If that factor is present enough, the entire process of this framework can be re-initiated and a new outcome/ set of consumer domains, created.

Nevertheless, this is but a simple summary in analyzing cross-cultural consumer behaviorism.