Concumer Behaviour and Marketing Essay Example | Topics and Well Written Essays - 2500 words

Concumer Behaviour and Marketing - Essay Example Culture plays a multidimensional phenomenon which is much more than nationality of a country. Today, marketers, functioning in a multicultural scene are commonly confronted with two questions; â€Å"What is culture in the marketing context?† and â€Å"What is the role of culture as a factor influencing individual ethical decision making?† (Srnka, 2004, p.1). The project makes an analysis of the cultural differences between nations and how they influence the marketing strategies of companies launching products in those countries. It discusses about how a particular marketing strategy impacts on its consumers. It explains to what extent the global consumers culture prevails in society. Finally, it makes an analysis of the various options present before the marketers of companies when they launch a new product in a different country having a different culture. Key points in global consumer culture Consumer culture refers to the system where a common â€Å"set of behaviour s† is found across all the places. Culture refers to a uniform set of values that exists among a selected group of individuals (University of Northern Iowa, 2008). The concept of global consumer culture gets impetus from the expansion of the businesses across all the global corners. According to Mazzarella (2004) global consumer culture is â€Å"at one and the same time, ideology and social process, as something continuously made and remade through constantly shifting relations, practices, and technologies of market mediation†. To be more specific the dissemination of the global consumer culture is shaped by the flow of varying cultural resources which are referred by Appadurai (1990) as mediascapes, ideoscapes, technoscapes and financescapes. Globalization is mainly envisioned as few selected global brands like Mc Donald’s, Coca-Cola and Nike. To some extent this is a result of the marketing executives in America who view global village as one where people trave l in the same car; have same food; and have a similar television program viewership. These views are further reinforced by a group of international editors and journalists who associate globalisation with Mc Donald’s and Coca Cola pictures which indirectly refers to the gradual spread of the small American brands throughout the world. These two American brands rank forty-second and thirty-first respectively and represent the face of globalisation. As per Belk, a uniform global culture leads to homogeneity of global consumption. The consumers are increasingly listening to a similar type of music, adopting the same fashion technique, dining in the same restaurant etc. As per Alden, Steenkamp and Batra look upon global consumer culture as common sets of consumption linked symbols that facilitate to categorise members. Financescapes refer to the international flow of currency, capital and different financial instruments which facilitate running of the market. The examples include remittance business, flourishing derivative markets etc. Technoscapes refer to the flow of mechanical and informational techniques across the globe. A common example here can be the global revolution of cell phone. Smith (1991) states that a global media helps in the spread of global consumer culture thereby developing its global identity. Mediascapes