Different Aspects of the Culture
their impact on Marketing
Muhammad Salman Jeelani
Culture indeed plays a very important role in deriving the Marketing strategies of a Firm. A good marketer is the one who adapts to the culture he is selling in and alters his Marketing Mix accordingly. In the current assignment we have selected China, one of the BRICS Nation, and analyzed how different aspects of the Chinese Culture impacts the Marketing Mix and how a marketer should respond to ensure he could grab a good market share while working in China. Chinese culture is one of the richest and oldest cultures. What makes Chinese culture unique and catchy is the fact that the Chinese all over the world observe their culture with huge amount of enthusiasm and commitment. Four Major aspects of the Chinese Culture that we have analyzed in this paper are: * Collectivism
* Degree of uncertainty avoidance
* Masculinity, and
* Power Distance
China as a society is more toward collectivism then individualism. Historically china has long been a family-run country, major portion of the society belongs to agriculture and live in rural areas of a country. Farm and family are the two basic institutions in china which are collectivist in nature. From childhood they trained and learned to work together and believe in “we” not in “I”. So from childhood they are integrated into strong cohesive in-groups. In China it is really hard to disagree with someone opinion in public. A direct argument is always avoided. Harmony and loyalty in any institution (in the form of company, family and even in country) is always important. You do not say in public “free Tibet”. They are highly context society. Instead of saying “No”, expressions or phrases are used for disagreement. We have seen many examples of their collectivist thinking in business e.g. in case of Lenovo where Chinese and Americans started to work together as business partner. Chinese believe on team’s performance as the criteria for company’s success where as American believes on individual performance. So for any company coming to lead china this aspect is matter of concern for them. They believe that relationship between employee & employer and in between businesses partners are deeply rooted in trust. Family has huge influence in consumer decision making procedure. Family is led be by father/husband who has absolute power and be in charge of family. They are more sincere towards their families than toward non-family organization. In contrary Japanese who are also collectivist in nature have no difficulty in changing their loyalty from their family to institution? The collective culture is deeply rooted in society and a tight political control sometime put multinational companies in great trouble. As we saw in Avon China, company is highly successful in their direct marketing of their cosmetic product throughout the world and even they are successful in china also but government ban their direct sales operation in china due to which they have to change their all sale force strategy. Today some of the manager/leader in china believes that collectivism will soon end in China. Now they believe that people is started to move toward individualism because of globalization. And other huge reason for this is their one child policy especially in their cities. This restriction left society with many young citizens who have been raised to believe that they hold a special place in the world. So they think that this sort of upbringing lower the collectivism in the society. Similarly this one child policy put young one in extra pressure as they have to take care of their family (spouse and child), parents and some time grandparent also. In summary china still is highly collectivist society where they want to put harmony in in-group and work for the interest of their group and not...