Cultural Norms

Five weeks of my summer in 2013 were spent with my cousin backpacking through Europe. We were lucky enough to visit eight countries and ten cities. This summer was unlike anything I had ever experienced, and has shaped my outlook this year at school. In Consumer Behavior class, we had a discussion about how socially acceptable behavior varies across different cultures. We spoke about how Japanese women often view plastic surgery as insignificant and our textbook*  offers that Nigerians view larger women as highly desirable. Studying how consumers behave to fit perceived social norms is a topic I find very interesting. I was able to connect our class discussion concepts to many of the behaviors I observed while traveling. 

Here is a list of five social/behavioral "norms" I observed and found far from normal. 

#1 The Netherlands

For the average American consumer, a coffee shop would be the destination of choice to grab a cappuccino. In Amsterdam, coffee shops appeal to another consumer. They are the city's only legal marijuana vendor and thus attract users from across the map. With names like Smokey Palace, Greenhouse Effect, and Happy House, these cafes are not catering to just caffeine addicts.

#2 Germany

Boasting the largest beer garden in the world, Munich and beer are practically inseparable. Many locals drink beer on weekdays, lunch breaks, dates, and business meetings. After visiting Germany for a few days it became clear that the beer gardens serve more of a social purpose than a drinking purpose. Check out these two print beer advertisements. Are they appealing to two different types of consumers or recognizing beer for different consumption purposes?

German ad

American ad

Hirschgarten in Munich

#3 Switzerland

In my opinion, Switzerland is one of the most beautiful places in the world. Unlike many other areas in Europe, you won't be the only one sporting sandals like Chacos or the only outdoor enthusiast in sight. You may think you are hard-core... until you strike up a conversation with a local who base jumps, parasails, and ice climbs at least once a week. The recreational lifestyles reciprocate in their thriving and growing tourist industry. With such breathtaking landscapes, Switzerland is an easy sell to tourists who contribute to its near $16 billion tourist industry.*

Outside Interlaken, Switzerland

#4 Italy

In parts of Italy, the female and male sex roles differ slightly from what many Americans are used to. My experience revealed that the men are just as stylish as the women. Instead of sandals and outdoor gear being the status quo, Italians were in general dressed very nicely with well-fitting quality clothes. Perhaps this is unsurprising as the country is home to high fashion names like Gucci and Dolce&Gabbana. 

Below are some irrelevant (but cool) pictures that I took in Italy.

#5 Spain
While being 15 minutes early in Munich is late, being 30 minutes late in Barcelona is early. The Spanish culture is much more laid back. I found it nearly impossible to accomplish any midday shopping due to afternoon naps called siestas that everyone seemed to engage in. Perhaps as a result, the purchase of goods appeared more frequent in the mornings while restaurants, cafes, bars, and nightclubs were most busy later into the night.  

Whether traveling across the state, country, or globe what cultural differences have you observed? How may these differences affect marketing tactics and buying behavior? Comment below! 


*Consumer Behavior: Buying, Having, and Being. 10th Edition. Michael R. Solomon
**Statistic found at: http://www.swissworld.org/en/economy/key_sectors/tourism/