Impact of Cultural Differences in Marketing on Buying Behaviour
Culture and differences in culture across the globe form an important aspect of marketing. One of the biggest factors that is taken into consideration by both marketing analysts and consumers is culture. Cultural Marketing, therefore, has gained importance as a way of marketing and market research. Especially when it comes to international trade and global marketing. The volatile nature of cultures as a concept makes it very difficult to predict the success or failure of a product or service. Cultural differences in marketing, therefore form the fundamental decision-making factors in the international marketing arena. This paper studies the consumers’ perception towards marketing strategies that align with their culture and the subsequent decisions they are likely to take based on these factions. Understanding this psychology is crucial to ensuring that a company can get a good return on its market investments while still generating a profit. Hence understanding the culture of a particular region before entering it is crucial and can play a huge role in the success of the company in that region.
Singh, S. (2006). Cultural differences in, and influences on, consumers' propensity to adopt innovations. International Marketing Review, 23(2), 173-191.
Mohamed Abdellatif Abu Auf, Houcine Meddour, Oussama Saoula, & Abdul Halim Abdul Majid. (2018). Consumer buying behaviour: the roles of price, motivation, perceived culture importance, and religious orientation. Available at: https://www.jbrmr.com/cdn/article_file/content_42685_18-07-04-01-09-53.pdf.
Denise T. (Ogden, James R. Ogden, & Hope Jensen Schau. (2004). Exploring the impact of culture and acculturation on consumer purchase decisions: Toward a microcultural perspective. Available at: https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.510.9190&rep=rep1&type=pdf.
Michel Laroche. (2009). Impact of culture on marketing strategy: Introduction to the special issue. Journal of Business Research, 62(10), 921-923. DOI: 10.1016/j.jbusres.2008.10.013.
Song, R., Moon, S., & Chen, H. (2018). When marketing strategy meets culture: the role of culture in product evaluations. J. of the Acad. Mark. Sci., 46, 384–402. DOI: 10.1007/s11747-017-0525-x.
Acar, Adam, Premasara, Jeevan Madhusanka, & Glen, Joahua. (2013). An exploratory study about culture and marketing strategy. Asian Journal of Business Research, 1(1). Available at: https://ssrn.com/abstract=2345573.
Cakanlar, A. & Nguyen, T. (2019). The influence of culture on impulse buying. Journal of Consumer Marketing, 36(1), 12-23.
Durmaz, Yakup, Mücahit, Dr, & Reyhan, Oruc. (2011). The impact of cultural factors on the consumer buying behaviors examined through an impirical study. International Journal of Business and Social Science.
Varisha Rehman. (2017). Looking through the glass of Indian culture: Consumer behaviour in modern and postmodern era. DOI: 10.1177/0972150917693139.
Lisa S. McNeill, Kim Shyan Fam, & Kim Chung. (2013). Applying transaction utility theory to sales promotion – the impact of culture on consumer satisfaction. DOI: 10.1080/09593969.2013.830637.
Bearden, W. O. & R. G. Netemeyer. (1999). Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research. Thousand Oaks, CA: Sage.
W Fongsuwan. (2004). A comparative study of international marketing strategies between Japanese, American and European multinational companies: Thailand.
Aaker, J.L. & Williams, P. (1998). Empathy versus pride: The influence of emotional appeals across cultures. Journal of Consumer Research, 25(3), 241–261.
Fam, K. S. (2001). Promotion practices in the East and West: A cultural explanation. Available at: http://www.sze.hu/mtdi/kim/phd_pastpapers/jimeculture.pdf.
Hofstede, G. (1980). Cultures' consequences: International differences in work-related values. Available at: https://books.google.co.in/books?hl=en&lr=&id=Cayp_Um4O9gC&oi=fnd&pg=PA13&ots=V5DCADQJH6&sig=9gP_vpN_P7Pt1fh5g89oG6qe9A0&redir_esc=y#v=onepage&q&f=false.
Alvarez, A. B. & R. V.Casielles. (2005). Consumer evaluations of sales promotion: The effect on brand choice. Available at: https://www.emerald.com/insight/content/doi/10.1108/03090560510572016/full/html.
Copyright (c) 2021 International Journal of Engineering and Management Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.