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Multicultural Marketing   Term Paper ID:27218 Click to get this paper

Essay Subject: Examines the need for companies in a multicultural environment to be aware of cultural differences in order to shape messages for different markets & market segments.... More...

7 Pages / 1575 Words 7 sources, 11 Citations, APA Format $28.00 Return to List of Papers

Paper Abstract: Examines the need for companies in a multicultural environment to be aware of cultural differences in order to shape messages for different markets & market segments. Paper Introduction: With the current emphasis on the global marketplace, researchers are pointing out the fact that consumers in different cultures may react differently to marketing messages. These consumers may evince different consumer behavior which needs to be understood and accommodated by companies whose products cross borders. Indeed, market research has shown that companies in a multi-cultural environment such as the United States must be aware of cultural differences in shaping messages for different markets and even different market segments. Thus, purchasers from the Hispanic population may have different buying patterns than those from the Chinese population. International marketers are becoming more aware of the need to tailor messages differently depending on whether the target market is Asia, Europe, Latin America, Africa, or the Middle East. Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. Thus, the attemptto transfer an American-style market to Mexico conflicted with existingMexican consumer behavior. Brake, Walker, and Walker (1995) note that there are threedubious assumptions underlying this view: 1) the culture of money and profit crosses national and regionalboundaries; 2) the language of profit and the bottom line is recognized around theworld; and 3) a good deal is a good deal no matter where it is offered.The authors note that all three assumptions have some credence on thesurface but that it should also be clear that culture matters and that anycompany must understand the influence of culture on the consumer and onconsumer behavior (Brake, Walker, and Walker, 1995, 29). A recent survey in Latin America shows thatconsumers there are more likely to be influenced by celebrity endorsementsof products, but they are also less likely to respond to money-backguarantees. Differences can be seen in the penetrationof different products into different Latin American societies. A new world of consumers.American Demographics, 26-33, Herdan, D.E. The consumerresponds well, for instance, to U.S.-made clothing, but products such asbeer and beauty aids do not have the same good reputation for the LatinAmerican consumer. consumer. Recently, Wal-Mart opened a store in Mexico withoutgiving proper consideration to cultural differences. U.S. The consumer therefore has no incentive to changeold habits. Tully, S. Rubbermaid goes directly to Japaneseconsumers to learn what products they want. Anotherreason is that most Mexicans do not own cars, which limits how far they cantravel to shop. TheNew York Times, D1, D2. In the United States,a huge store like Wal-Mart is usually set as the centerpiece in a shoppingcenter, or it may stand in isolation as its own target location. Ortega, B. This consumerbehavior also militates against the gigantic shopping centers so prevalentin the United States. A cross cultural analysis of factors affectingconsumer patronage in retailing. This hasbeen important to marketers because the teen market is so large andhealthy. With the current emphasis on the global marketplace, researchers arepointing out the fact that consumers in different cultures may reactdifferently to marketing messages. (1994, May 16). Knight-Ridder/Tribune NewsService, 828K2538. Turnbull (1995) cites the Rubbermaid company and itsefforts to learn what products the Japanese housewife wants beforeintroducing products into that market (Turnbull, 1995). (1994). Uchitelle, L. Walker, and T. (1994, July 29). Teens around the world show the same curiosity, enthusiasm, anddesire for thrills. There are numerous examples of companiesthat did not take differing consumer behavior into account and so sufferedin the marketplace. Uchitelle(1993) shows that one problem for companies like Wal-Mart in Mexico is thattheir prices are not that different from those of the street vendor(Uchitelle, 1993, D4). Interestingly, surveys have found that the one market segment thattends to be most alike around the world is the teenage market because theseyoung people today have similar likes and dislikes and evince similarconsumer behavior, showing another difference with their elders. Doing businessinternationally. It is notusually found in a downtown area, however, and instead serves the suburbanshopper. There are cultural reasons for thisrelated to the types of food preferred in Mexico. Bothsocieties are trying to integrate traditional values with new ideas andattitudes. Arecent study of consumer behavior in South Africa has challenged the oldidea that differences in consumer behavior there were racial, when in factthey are seen to be caused by differences in socio-economic background sothat segmentation on the basis of race is irrelevant, while economic andcultural differences are decisive (Herdan, 1994). Companies that are concerned about differences in consumer behavior godirectly to the consumer in different parts of the world to ascertain whatthe differences are. Teenagers show differences less from one another thanfrom earlier generations at the same age. Argentina has similartastes, though Argentineans are more likely to have a car than are Mexicans(Galceran and Berry, 1995, 26-27). Latin America as a whole shows differing consumer behavior from thatof the United States, with variations within the different cultures ofLatin America as well. American supercenters operateon the principle that the consumer can be shifted from one kind of productand one kind of store to another--if a shopper intends to buy groceries, heor she will also be willing to buy general merchandise while they are inthe area. The consumer is not accustomed to this sortof shopping experience, and in any case, there are major differencesbetween the way Americans and Mexicans shop. (1993, March 12). In Mexico,the most popular appliances are television sets, washing machines, waterheaters, videocassette players, and telephones. These consumers may evince differentconsumer behavior which needs to be understood and accommodated bycompanies whose products cross borders. discounters invade Mexico. The prevailing view taken by many business people in the past wasexpressed by Thomas Jefferson when he stated: "The merchant has nocountry." The assumption was that business was the same no matter where itwas conducted. Indeed, market research has shownthat companies in a multi-cultural environment such as the United Statesmust be aware of cultural differences in shaping messages for differentmarkets and even different market segments. What are more important in influencing the consumerto shop at a particular store are low prices and a location near home. Cross-culturalstudies point to the need for business to take these differences intoaccount when entering the global marketplace. The consumer in Mexico also partakes of astrong informal and underground economy, with street peddlers and sidewalkstands accounting for 15 percent of the nation's total economic activity.The consumer relies on these vendors for a good deal of merchandise, eventhough they are technically illegal (Uchitelle, 1993, D1). Galceran, I. Thus, purchasers from theHispanic population may have different buying patterns than those from theChinese population. Wickens (1991)notes how beds sold in Toronto may look the same as those in the unitedStates but that they are firmer and use special names to indicate that factbecause that is what the Canadian consumer wants (Wickens, 1991, 42). Problems, price, and culture in Mexico.The Wall Street Journal, D1, D4. Galceran andBerry (1995) note that if a marketer assumes that the high sales of laundrydetergent in Mexico means that Mexican households would buy fabric-softenersheets, they are wrong because relatively few households with washingmachines also have dryers--the gap between washers and dryers is higher inMexico than in Argentina. Many Mexican staplessuch as tortillas and pan dulce do not keep well overnight, so the consumerpurchases what is needed each day for consumption that same day. The average consumer in Mexico,however, does not buy groceries in a supermarket and instead shops atneighborhood stores--the butcher shop, bakery, tortilleria, fruit stand,egg shops--each a separate entity. Dissertation, Witwatersrand University.[Online]. Cable television and MTV havepenetrated far and wide and have made this market segment even more alike(Tully, 1994, 9 ). and J. Throughout Latin America, traditional saleschannels still dominate for most consumers: "Express checkout lines,knowledgeable and helpful staff, and other things that North-Americanconsumers take for granted are not as important in Latin America" (Galceranand Berry, 1995, 27). The consumer responds to different kinds of products and is morelikely to buy certain types of American products than others. The shopping center depends on this idea so that shoppers can beattracted to a variety of kinds of store. Walker (1995). References Brake, T., D.M. Ignoring the influence of culture can alienate the consumer (Brake,Walker, and Walker, 1995, 31). Berry (1995, March). Turnbull, L. The current generation is thefirst computer-literate generation, for instance, and throughout the worldthe influence of American pop culture on teenagers is considerable. Available: http://www.wits.ac.za/wits/library/mgment/herdan.html. The family is changing in both societies, even in the stronglyCatholic world of Latin America, and only 5 percent of Latin Americansstated that they were optimistic about the future of the family.Television is a widespread presence in both societies, and even in Brazil,the country with the greatest disparity between rich and poor, most urbanhouseholds have a television. Mexicans also prefer not to buy in a supermarket becausethey usually have small refrigerators and cannot store a week's worth ofgroceries at a time as Americans can (Ortega, 1994, A5). (1995, August 28). These and other studies point to the fact that cultural differencesare real and influential in determining consumer behavior. Teens: The most global market of all.Fortune, 9 . The survey notes that the consumer in Latin America issophisticated and has many similarities with the U.S. Such cultural differences between Mexico and theUnited States are major forces in shaping consumer behavior. Inmany parts of the world, teens are able to earn their own money and spendit as they wish, and this has allowed many to break free of the strict andtraditional world of their parents. International marketers are becoming more aware of theneed to tailor messages differently depending on whether the target marketis Asia, Europe, Latin America, Africa, or the Middle East. New York: Irwin. However, some data can be misinterpreted by marketers. The idea of the shopping center is unusual in Mexico, with only afew such centers in existence. The survey also shows that there are differences among theeconomies of the smaller middle class and lower income areas in LatinAmerica. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.