Marketing across Cultures: Influence of Social and Cultural Factors on Consumer Behaviour

Marketing across Cultures (CW2)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Cross Cultural Analysis...........................................................................................................3
Q 2) How social and cultural factors influence consumer behaviour..........................................7
Q 3) Evaluation of various market entry strategies...................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Cross cultural marketing is considered to be as a strategic procedure of marketing for
consumers. Every individual who has different culture tends to have different marketing plan.
Marketing across culture tends to require special sensitivity to the various diverse human cultural
needs (Pentina and Guilloux, 2015). Marketing across culture is one of the most effective
strategy which helps in recognizing local consumers in the market. This in turn helps in
determining the needs and requirements of the customers across the globe which leads to higher
operational growth and sustainability.
Tesco plc is a retail multinational company which was founded in the year 1919 by Jack
Cohen. This company mainly deals in electronics, books, financial services, telecoms, clothing,
electronics, petrol, software, furniture, toys and internet services. Tesco will supply the
customized 3D print tshirts through wholesaler and then wholesaler will sell them to ultimate
customers. It also provides facility of free home delivery in London. The business will be
operated in London, UK because people over there gets attracted towards such clothing which
lads to higher productivity.
MAIN BODY
1. Cross Cultural Analysis
Cross Cultural Analysis is mainly referred to as an effective strategy which is mainly
concerned with the characteristics and customs of various different individuals who belong to
varied culture. Cultural analysis is mainly based on using various qualitative research associated
with the humanities, arts and social science (Singh and Martinengo, 2015). This helps in
determining the cultural phenomenon, representations and practice in order to gain better
understanding and knowledge of the various culture. The USA tends to have parliamentary
democracy, but on the other Japan has constitutional monarchy.
Hofstede's cultural framework-
The framework was developed by Geert Hofstede. It helps to understand the diversity in
culture across various countries. This model is very effective for cross cultural communication.
This model has a great impact on the value of the members and culture of the society (Cantwell
and Verbeke, 2017). This model tends to focus on six categories that define culture which mainly
includes power distance, individualism, masculinity, uncertainty avoidance index and long term
orientation etc. This model tends to compare and distinguish between two different countries like

USA and Japan.
USA culture mainly comprise of several customs and traditions with certain standards
which mainly comprises of equality, liberty, individualism, privacy, self-government and time.
Japan custom and communication is way too complex (Thampi, Jyotishi and Bishu, 2015). The
framework was developed by Geert Hofstede. It helps to understand the diversity in culture
across various countries. There are six categories that define culture-
Power Distance Index (PDI)
Power distance is mainly associated with the power of the individuals where the power of
the individual society is distributed unequally. This is considered to be as an effective indicative
of greater equality associated with societal values, organization, government, family, etc. The
Power Distance Index of USA is at 40 as compared to the average of the world which is
estimated to be at 55. The PDI of USA states that, the range of inequalities tend to vary from
culture to culture. It is the extent to which power and inequality are tolerated (Beugelsdijk,
Kostova and Roth, 2017). Power distance index of Japan is 54. It means it encourages
bureaucracy. Japan has a borderline which has an effective hierarchical society. The key reason
behind not so high power distance of Japan is that it has always been meritocratic society.
Individualism-
The individualism of United States are 91. It considers the extent to which societies are
combined into groups. Japan score 46 on individualism dimension. It means value is given to
group goals. Japanese have collectivistic culture because of which people are loyal to their
extended family and local community. In Japan, there is a strong notion that, Japanese education
system is where every individual is born equal. People of Japan are becoming more private and
reserved (Saleem and Larimo, 2017). Japan complete loyalty is something which is considered
the most important factor which in turn results in effective individualism dimension.
Uncertainty vs Avoidance Index-
Uncertainty avoidance dimension is mainly associated with the fact that what future will
bring. This in turn results in anxiety among different cultural backgrounds in the society. Japan
has an uncertainty avoidance is estimated to be at 92. This in turn states that, Japan is threatened
by earthquake, tsunamis, volcano eruptions and various other natural disasters. Japan tends to
focus on making an emergency plan for sudden natural disaster in order to protect the individuals