Every country has its own norms, taboos and folkways. Companies must understand all these things when they design global marketing strategies that how culture affects consumers’ buying and reactions in different countries of same product. In fact, they must also understand how these marketing strategies influence on local cultures as well.
Before developing a marketing plan, every seller should examine the ways that buyers in different countries use and think about certain products. There are often surprises. For example, the Germans and the French eat more branded and packaged pasta than Italians do. Italian kids like to eat chocolate bars between slices of bread like snack. Women in Tanzania do not their kids eggs for fear of bald. Companies that pay no heed to such differences can make really some costly and embarrassing mistakes.
Business behaviors and norms also vary country to country. All business executives need to be briefed on these facts and figures before conducting business in other countries. Some examples of different global behavior are given below which show that how important it is to know the culture of that particular country where you want to start your business:
- Tough and Fast Bargaining, which work very well in many countries, is often unsuitable in Japan and other Asian countries. Furthermore, Japanese business holders hardly ever say ‘no’ in face to face communication.
- South Americans like to stand or sit close to each other when they talk about businesses. The American business managerial tends to keep backing away as the South Americans moves closer. It’s a cultural difference between these two.
- One more behavioral difference is when Japanese business executive exchange their cards so they give it importance. They show respect to their cards as they show respect for the person. But in many other countries business cards are taken for granted thing. If they need it so they will keep it with them otherwise they do not take botheration of it.
Companies who understand this point of marketing, usually can gain more advantages before positioning their product or brand internationally. Culture is an essential part of all the countries. Culture varies country to country so that it has a great impact on consumer’s buying patterns. If you want to enhance your business internationally so you have to take it very seriously. Thus, understanding with cultural preferences, traditions and behavior patterns help companies to avoid embarrassing mistakes and also provide advantages of cross-cultural opportunities for their brands and product lines.