International Consumer Behaviour

International Business Skills

Aims of the course

If you sell a service or product, it's important that it meets the needs of your target market or consumer. When working internationally consumer behaviour changes from country to country and culture to culture.

This course has been designed to develop an awareness of international consumer behaviour and to boost your international presence through delivering what's needed.


Who will benefit from attending?

  • Business owners
  • Global managers
  • Account directors
  • Business development executives
  • Exporters


Reference Nr.:
Experience Level:
Main Group


Participants will learn to:

  • Design a blueprint for consumer analysis
  • Identify different consumer behaviour patterns
  • Understand the role of values in different consumer settings 
  • Utilise values to promote services and products in such a way that overseas' consumers feel comfortable with them
  • Understand the role of culture on targeting, product placement, marketing and the sales process 
  • Adapt consumer related processes and approach to different cultural requirements
  • Promote and protect the company brand 
  • Build customer loyalty across cultures


Key topics covered:

  • Customer behaviours home and away
  • Buying habits, negotiation styles, wealth and the law
  • Intellectual property rights – do you have any?
  • The meaning of your brand abroad
  • Marketing to culturally different consumers
  • Price, offers and promotions and the perception of value
  • Building customer loyalty in an international context
  • Advertising, brand awareness, PR and disaster management
  • Appropriate service behaviours
  • Building an action plan


What is included?

The majority of our courses are customised and delivered in house.  Our standard fee for customised course delivery over the duration of a day is £950.00, which includes diagnostics, course customisation to ensure the course meets the specific needs of your organisation, materials and delivery to groups of up to 15 people.  This equates to a training investment of £65.00 per head. Certificates are issued upon completion of the training for all participants.