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Abstract
This study discusses culture, brand personalities, consumer brand
relationship and explains how consumer brand relationship are influenced
by cultures from across the world. At present its important for the
companies to understand the sensitivity of how important it is to
understand the culture of the market they are entering or operating in.
culture consists of norms beliefs values and principles of a particular
society which is important to the consumers who belong to that society.
Their culture also has an impact on the choices they make and decisions
they take, thus it is important for the companies to adapt and change
their brand according to the market they want to operate in.
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Contents
Abstract.......................................................................................................2
Introduction.................................................................................................4
Conclusion.................................................................................................12
Bibliography..............................................................................................13
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Introduction
This study talks about important concepts of marketing such as culture,
brand and consumer brand relationship. Furthermore it discusses how
culture plays its role in forming a relation between a consumer and brand.
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with people and is no different to them. There are some brands that a
consumer cares about, others exist in their lives only because they need
them and then there are few brands consumer falls in love with. This
recent trend in marketing has encouraged the marketers to study and
understand the difference between the relationships a consumer has with
different brands (Mulvey, 2012).
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(Reyhan, 2011) And his colleagues in their study point out that the reality
is very different to what the marketers believed before that consumers
would increasingly resemble each other and make similar choices while
making a purchase. Therefore companies today have to overcome huge
economic and social boundaries in order to operate in international
market understanding cultures, traditional beliefs, habits and customs of
different countries. At present, the world is getting smaller and is looked
at as a global village where many different cultures are blending in
together. However, when looked closely, every culture is different from
one another. Therefore companies in the modern time have to adjust to
the culture they are entering in.
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imaginary
and
contemporary
(3)
Competence
which
is
requirements
and
they
should
be
different
from
the
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(Herbig, 2000) In his study agrees with the above concept and explains
that in order to win brand loyalty from multi-cultural consumers
advertisers should customize and tailor the brands image to reflect
individual cultures. Creating or maintaining a global brand is directly
dependent on the contemporary status of the brand. It is sometimes
difficult to implement a single global brand name if the company has used
a different brand name in different countries for the same product. In
addition to this a single global brand name is discouraged when the same
product is adjusted to the local tastes and cultures of the different
countries.
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Burger King when decided to enter into Australian market realised that
the name Burger King has already been taken and trade marked by a
local take away fast food shop. The parent company after going through
different names decided to name the brand as Hungry Jack. It was
named after Jack Cowman, the businessman who launched the brand in
Australia (David, 2013).
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As every culture have different beliefs and values it is important for the
companies to also consider this whilst they are advertising because
consumers from different backgrounds will interpret them differently. Thus
(Schiffman, 2002) discusses about rhetorical theory in his study and
suggests that an advertisement is designed keeping in mind how the
viewers of the ad will react. The creative advertising team, in terms of
common experience and shared cultural knowledge must relate to the
viewers. In order to measure difference between various cultures
dependence on the understanding of the local advertisers may lead to
inaccurate and wrong information regarding the suitability of multinational
advertising companies.
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Conclusion
Globalisations has made everyone come close and the world is getting
smaller and is known as a global village sharing a global culture. However,
it consists of different sub cultures as countries and regions are different
in terms of their beliefs, values and practices. Culture influences
behaviours of consumers and thus consumers perceptions and decision
making process varies across the world. It is important for the companies
to consider this when creating or position their brand so that they can
offer customized and tailored to products to every country based on their
needs, requirements, choices or tastes. Brands are sometimes required to
use different brand names of the same product in different markets.
Companies should also be careful whilst advertising and promoting their
products because they have to change how they market their brand in
different countries.
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Bibliography
Anon., 2012. Jennifer Hudson - Believe, Weight Watchers, s.l.: s.n.
Botelho, C. L. a. D., 2010. How Does National Culture Impact on
Consumers Decisionmaking
Styles? A Cross Cultural Study in Brazil, the United States and Japan,
s.l.: Brazilian Administration Review.
David, 2013. youlearnsomethingneweachday. [Online]
Available at: http://youlearnsomethingneweachday.com/quickfacts/why-is-burger-king-called-hungry-jacks-in-australia/
Gammoh, B., Koh, A. & Okoroafo, S., 2011. Consumer Culture Brand
Positioning Strategies:
An Experimental Investigation. Journol of Product and Brand
Mangement, 20(1), pp. 40-57.
Harcourt, H. M., 2009. www.cliffsnotes.com. [Online]
Available at: http://www.cliffsnotes.com/sciences/sociology/cultureand-societies/culture-and-society-defined
Herbig, F. P. a. P., 2000. "The multicultural context of brand loyalty".
European Journal of
Innovation Management,, 3(3), pp. 116-125.
Jung, N., 2014. languageconnection. [Online]
Available at: http://www.languageconnections.com/wp1/funnyslogans-from-around-the-world/
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