Marketing presentation of Customer Attitudes Essay Example

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Customer attitudes 3


Customer attitudes vary in different countries based on economic situation and the cultures of that particular country. There are also other factors that contribute to the variation of customer attitudes in different countries. This paper therefore gives an in-depth analysis about how customer attitudes can be altered by cultural background of a country. New Zealand is thus taken as the country to base the analysis on. Statistical findings are also recorded in graphs and table to show the results of the research.

Causes of different Customer Attitudes

There are a number of reasons to the different in customer attitudes towards products made in foreign countries. According to Birnik (2007, p. 304), developing countries have a more positive attitudes towards purchasing products from developed countries while developed countries have a higher tendency of purchasing their local products. According to Watson (1999, p.1158) statistical findings reveals that New Zealand consumers have a higher tendency of buying products from countries with similar cultural background such as the USA and Germany instead of countries with dissimilar cultures such as Italy and Singapore. This can be attributed to consumer ethnocentrism and attitudes. The table below reveals some statistical findings of the New Zealand consumers’ attitudes towards buying TVs from culturally similar and dissimilar countries.

Table 1 Attributes rating of New Zealand customers towards buying Televisions from Different countries



Attributes ratings

Willingness to buy

(Watson 1999, p.1159)

The statistical findings above were obtained from a sample group which represents the population attitudes towards purchasing foreign goods in New Zealand. It is this evident that customer behaviour as an international theory is highly practical in this case with consumers preferring their own products or products from culturally similar countries. The mean ratings of attributes from the four countries are Germany 3.53 representing about 28 %, USA 3.44 representing about 27 %, Singapore 3.20 representing 25 % and Italy 2.58 representing 20 %. Germany and the USA have similar cultural background with New Zealand and hence the rating.

Based on this analysis ethnocentrism and customer attitudes largely affect international trade. Other marketing theory that may play an important role in shaping customer attitudes in other countries includes PESTLE analysis where the political, environmental, social, technological, legal and economic situation plays an important role (Samiee 1998). Politically unstable countries affect the inflow of foreign goods and thus limiting its market, environmental and social analysis closely resembles the cultural factor about a country as evident in the New Zealand case. Technological development has fostered promotional strategies such as online marketing and thus increasing foreign market potential (Okazaki 2007). Legal and economic environment also determines how a foreign product will penetrate the market, the harder the legal process and poor economic power of a country, the lower the chances of foreign trade flourishing (Cateora 2005).

Other international theories or factors includes that have a direct impact on customer attitudes includes marketing mix. The product, price, placement and promotion have a direct effect on the attitudes of the consumers (Fastoso 2007). For instance the pricing of a product will alter the customer’s perception and hence the attitude, higher price will prompt the consumer to search for alternatives, lower prices will create a perception that the product is of low quality. Getting the product as the right place increases positive customer perception and hence the attitude. Promotional strategies play an important role in increasing positive attitudes towards a foreign product if well done.


This discussion has revealed some important aspects of customer attitudes with New Zealand as a case study. Some of the factors and theories that evidently have a direct impact on customer attitudes include cultures, political stability and promotional strategies among other. New Zealand has revealed its evident reliance of customer ethnocentrism and attitudes towards products manufactured in countries with similar and dissimilar cultures. It is highly likely that Australia will purchase products from countries with similar cultures than those with dissimilar cultures.