INTRODUCTION:
Culture portrays the life style and attributes of specific group of people. It also includes the way we speak, dressing style, attitude, learning, believes, values and norms. There are many factors which affects the marketing strategies for a product promotion like target market, budget, economy and competition but culture also has a great impact on consumer preferences which was not considered as an important factor few years ago. Marketing strategies are related with product promotion, planning to cope with competition, quality maintains and cost control. Culture has a great effect on marketing strategies. Vendor cannot ignore to analyse the importance of local culture before advertising or selling the product in the market. …show more content…
Even choice of local people is important for local trader but for an international marketer it is must to have deep study cultural effects on product promotion. Due to globalisation of business environment, companies have to face increasing haste, occurrence and magnitude of competitors. It is not easy for any corporation to start and expand their business for a long duration without implementing marketing strategies. International market has also resulted to change in consumers taste and preferences. For example, customers do not wait for a single product because there are many alternatives available in the market and they can easily shift to another product without compromising with their taste. This is the main reason that today’s business environment is consumer oriented. Marketers always consider it that how they can satisfy consumers. The most important factors that a marketer keeps in mind are to offer best quality, less prices and easily excess to consumers but all these concepts are considered by almost all the marketing managers. Only those companies stay for a long duration which implements new strategies and they do not ignore the importance of culture in product promotion. Companies are facing many problems regarding marketing and culture, the most important …show more content…
Review of Literature Hofsede (1980), studied many factors of culture and that culture is a complex but it is not chaotic. He did different studies to analyse the elements of culture and its impact on other areas. He defined the five areas of national culture, power distance, masculinity/femininity, uncertainty avoidance and long term orientation. He stated in his statement that Culture is the collective programming of the mind which distinguishes the member of one human group from another. Hollensen (2001) defines various concepts of culture as language, manners and customs, technology and material cultures attitudes and values, social organisations, aesthetics and religion. Indre Piktureniene, (2005); had concluded that global marketing has affected the cultures of the nations and is playing an important role in the emergence of the global culture. There have been a lot of discussions and oppositions that marketing strategies do not act as a barrier in the growth of national culture as people act as a great filter. Marieke de mooij global, (2005); analysed the various components of culture that influence the marketing programs. There has always been a debate over the problems being faced by the managers to make an appropriate strategy for marketing. There is always influence of culture on the marketing mix due to the change in the needs of consumers because of cultural diversification Huib Wursten and Tom Fadrhonc,(2012), indicated that the marketers who were expanding
Culture portrays the life style and attributes of specific group of people. It also includes the way we speak, dressing style, attitude, learning, believes, values and norms. There are many factors which affects the marketing strategies for a product promotion like target market, budget, economy and competition but culture also has a great impact on consumer preferences which was not considered as an important factor few years ago. Marketing strategies are related with product promotion, planning to cope with competition, quality maintains and cost control. Culture has a great effect on marketing strategies. Vendor cannot ignore to analyse the importance of local culture before advertising or selling the product in the market. …show more content…
Even choice of local people is important for local trader but for an international marketer it is must to have deep study cultural effects on product promotion. Due to globalisation of business environment, companies have to face increasing haste, occurrence and magnitude of competitors. It is not easy for any corporation to start and expand their business for a long duration without implementing marketing strategies. International market has also resulted to change in consumers taste and preferences. For example, customers do not wait for a single product because there are many alternatives available in the market and they can easily shift to another product without compromising with their taste. This is the main reason that today’s business environment is consumer oriented. Marketers always consider it that how they can satisfy consumers. The most important factors that a marketer keeps in mind are to offer best quality, less prices and easily excess to consumers but all these concepts are considered by almost all the marketing managers. Only those companies stay for a long duration which implements new strategies and they do not ignore the importance of culture in product promotion. Companies are facing many problems regarding marketing and culture, the most important …show more content…
Review of Literature Hofsede (1980), studied many factors of culture and that culture is a complex but it is not chaotic. He did different studies to analyse the elements of culture and its impact on other areas. He defined the five areas of national culture, power distance, masculinity/femininity, uncertainty avoidance and long term orientation. He stated in his statement that Culture is the collective programming of the mind which distinguishes the member of one human group from another. Hollensen (2001) defines various concepts of culture as language, manners and customs, technology and material cultures attitudes and values, social organisations, aesthetics and religion. Indre Piktureniene, (2005); had concluded that global marketing has affected the cultures of the nations and is playing an important role in the emergence of the global culture. There have been a lot of discussions and oppositions that marketing strategies do not act as a barrier in the growth of national culture as people act as a great filter. Marieke de mooij global, (2005); analysed the various components of culture that influence the marketing programs. There has always been a debate over the problems being faced by the managers to make an appropriate strategy for marketing. There is always influence of culture on the marketing mix due to the change in the needs of consumers because of cultural diversification Huib Wursten and Tom Fadrhonc,(2012), indicated that the marketers who were expanding