Outline of Cross-cultural Analysis of Consumer Behavior


  1. Determine Relevant Motivations in the Culture: What needs are fulfilled with the product in the minds of members of the culture? How these needs are presently fulfilled? Do members of this culture readily recognize these needs?
  2. Determine Characteristic Behavior Patterns: What patterns are characteristic of purchasing behavior? What forms of division of labor exist within the family structure? How frequently the product of this type purchased? What size packages are normally purchased? Do any of these characteristic behaviors conflict with behavior expected for this product? How strongly ingrained are the behavior patterns that conflict with those needed for distribution of the product?
  3. Determine What Broad Cultural Values Are Relevant to This Product: Are there strong values about work, morality, religion, family relations, and so on that relate to the product? Does this product connote attributes that are in conflict with these cultural values? Can conflicts with values be avoided by changing the product? Are there positive values in this culture with which the product might be identified?
  4. Determine Characteristic Forms of Decision-making: Do members of the culture display a studied approach to decisions concerning innovations or an impulsive approach? What is the form of the decision process? Upon what information sources do members of the culture rely? Do members of the culture tend to be rigid or flexible in the acceptance of new ideas? What criteria do they use in evaluating alternatives?
  5. Evaluate Promotion Methods Appropriate to the Culture: What role does advertising occupy in the culture? What themes, words, or illustrations is taboo? What language problems exist in present markets that cannot be translated into the culture? What types of salesmen are accepted by members of the culture? Are such salesmen available?
  6. Determine Appropriate Institutions for This Product in the Minds of Consumers: What types of retailers and intermediary institutions are available? What services do these institutions offer that are expected by the consumer? What alternatives are available for obtaining services needed for the product but not offered by existing institutions? How are various types of retailers regarded by consumers? Will changes in the distribution structure be readily accepted?

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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The Job Analysis


Job analysis is the procedure for determining the duties and skill requirements of a job and the kind of person who should be hired for it.

Organizations consist of positions that have to be staffed. Job analysis produces information used for writing job descriptions—a list of what the job entails thus enwrapping duties, responsibilities, reporting relationships, working conditions, and supervisory responsibilities—and job specifications—what kind of people to hire for the job.

The supervisor or HR specialist normally collects one or more of the following types of information via the job analysis:

  • Work activities. First, he or she collects information about the job’s actual work activities, such as selling, teaching, or painting. This list may also include how, why, and when the worker performs each activity.
  • Human behaviors. The specialist may also collect information about human behaviors like sensing, communicating, deciding, and writing. Included here would be information regarding job demands such as lifting weights or walking long distances.
  • Machines, tools, equipment, and work aids. This category includes information regarding tools used, materials processed, knowledge dealt with or applied (such as finance or law), and services rendered (such as counseling or repairing).
  • Performance standards. The employer may also want information about the job’s performance standards (in terms of quantity or quality levels for each job duty, for instance). Management will use these standards to appraise employees.
  • Job context. Included here is information about such matters as physical working conditions, work schedule, and the organizational and social context—for instance, the number of people with whom the employee would normally interact. Information regarding incentives might also be included here.
  • Human requirements. This includes information regarding the job’s human requirements, such as job-related knowledge or skills (education, training, work experience) and required personal attributes (aptitudes, physical characteristics, personality, interests).

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

Homogeneous or Heterogeneous Teams and Creativity


Homogeneous teams—ones in which members have similar values and attributes—have the advantage of cohesion, and cohesion may translate into high productivity and goal accomplishment. But excessive cohesion can turn into groupthink and dumb decisions that do not respond to situational changes and contingencies. Heterogeneous teams are those whose members have diverse orientation. Agreements in such teams may be difficult; but having to reconcile diverse viewpoints may lead to more innovative solutions. In situations where creativity is important, as in strategic planning or research or ad teams, heterogeneous teams should have an advantage over homogeneous teams.

Creativity is more than fresh ideas. These ideas need to be workable. In making fresh ideas workable, the cohesive team may be at an advantage. For successful creativity therefore, fresh ideas need to be generated by heterogeneous teams but made workable by homogeneous teams. Or perhaps the heterogeneous team needs to adopt the norm that for generating fresh ideas it should leverage its internal diversity, but that for selecting a creative idea generated and making it workable the team needs to operate highly cohesively.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

Low-cost Differentiated Products


A product is differentiated if customers perceive it as having something valuable to them that other products do not have. A firm can differentiate its products by offering features that competitors’ do not have. A firm can also differentiate its products by being the first to introduce the products. Since such products are the only ones in the market, they are, by default, differentiated since no other product has their features.

Two products with identical features can still be differentiated by virtue of their locations. One differentiating factor may be the ease of access to the products.

A firm’s products may also be differentiated by the service the customer would get if such service were ever needed

The mix of products that a firm sells can also be a source of product differentiation. Customers who prefer one-stop shopping would find such product mixes valuable.

A firm’s reputation can go a long way toward making customers perceive its products as being different.

In order to deliver low-cost or differentiated products,  a firm must perform a series of activities. The different function s that perform each of these activities are called the firm’s value-chain.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact Asif J. Mir.