People from different parts of the globe tend to follow different cultures and behaviour patterns. In countries like India, each state has its own language and culture thus making it a highly diverse country. The cultural environments do impact the marketing of the product or service. The needs and requirements of these differing cultural environments of the world are different and hence a successful product in one part of the world might turn out to be a failure at the other end.
Culture reflects our life style, behaviour and personality on the whole. The way we think, eat, dress, education, values etc are all cultural reflections. It’s a fact that culture impacts marketing. Before a product is launched, the product needs to be studied thoroughly and finally make proper communication to attract the customers to buy the product. For example, a stylish western cloth manufacturer cannot promote his brand of clothes in rural Afghanistan. This will not work and hence proper marketing research is essential. (Abdin, 2008)
Couple of months back I cam across an article on internet regarding Starbucks Cafe. I am sorry that I don’t remember the source of the article to cite. Starbucks changed its logo when it launched itself in Middle East so that it didn’t offend the local people. (The original trademark was a female logo in the middle) This way the organisation has to be conscious about the customers needs. If it fails to understand and make necessary adjustments or modification to its plans then it is bound to make hefty losses.
The customer market needs to be properly researched and for this the idea has to be effectively communicated. One of the obstacle which can hamper communication is ‘Self Reference Criterion’ (SRC) and Ethnocentrism. Disney land is a good example of SRC. Disney land is a very successful amusement park business and they earned a lot in all of their global locations like USA, Hong Kong, Singapore and Japan....