Customer Behaviour Analysis: Norway and India Smartphone Market

This report delves into customer behavior within the smartphone markets of Norway and India, focusing on the influence of cultural dimensions as defined by Hofstede. The analysis examines key factors such as power distance, individualism versus collectivism, masculinity, uncertainty avoidance, and long-term orientation, and their impact on consumer buying habits. The report aims to understand how these cultural differences affect market dynamics, product preferences, and pricing strategies in both countries. It explores the implications of these insights for businesses seeking to tailor their marketing and product development efforts to resonate with the specific cultural nuances of each market. The study also evaluates the challenges businesses face in adapting to different cultural contexts and offers recommendations for effective market strategies. The report underscores the importance of understanding consumer behavior to ensure successful product placement and market growth, emphasizing the critical role of cultural sensitivity in global business operations.

Understanding
Customer
Behaviour

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Aims.......................................................................................................................................1
Hosfested culture dimension- ................................................................................................1
................................................................................................................................................2
Theory of planned behaviour..................................................................................................8
Evaluation on market challenges on setting of product in two differed culture and Customers
behaviour-...............................................................................................................................8
CONCLUSION................................................................................................................................9
RECOMMENDATIONS.................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer behaviour is very important in order to make smooth functioning in business
enterprise. The increase in innovation in mobile product created buzz around the world. The
Smartphone industry is rapidly growing. In this present report, activities of two countries are
majorly focussing are as Norway and India. The features and application of smartphone helps to
make easier life of people (Arias and Acebrón, 2005). It can be taken into account by focusing of
factors like age, occupation, income level and recreational activities. It will assist business to
understand how the customers can be targeted for better sustainability of business. The main
object of both countries is to make development in product to satisfy the customers. In both
countries people are following differed culture due to this their buying behaviour is also
different. The present report is based on the Hosfested culture dimensions. The buying habit of
consumer is to be ascertained in order to make market growth by taking various innovation
approaches. The present study will focus the factors influencing consuming behaviour and
various type of market analysis (Berman and Katona, 2013). The main aim behind making this
assignment is to understand the behaviour of buyers so that market can fulfil their demand as
well.
MAIN BODY
Aims
 To understand behaviour of consumer for taking various innovation under process.
 The price quality and standards factor are to be focused because this factor influenced the
buying habits of individual.
 The main aim of this research is to identify the consumer behaviour of smartphone as
they are differed in term to culture.
 It is essential to find out the obsession of the people about the demand of smartphone is
rapidly increasing.
 To understand the Hosfested culture dimensions so that the thing can be understand in the
better and effective manner.
Hosfested culture dimension-
This is the kind of theory which work as the cross culture communication it is very
helpful in manner to define the impact of societies cultures on the value of member and how
does it relate to the various factors. This all factor can effect the buying behaviour of consumer.
1

This frame work is inclusive of various things such are as uncertainty avoidance, power index,
individualism vs. collectivism and masculinity vs. femininity. This all facto can influence the
buying behaviour of the consumer.
Power distance- In order to have better opportunities for the business while working in
different geographical areas the business firm must focus on factors that affect the customer
needs and behaviour. The power and inequality is one of the important component of the society
and these are the fundamental facts. In this manner it is essential for management to ensure about
identification of customers within Norway and India. As per the above diagram the India scored
77 and Norway is on 31 which reflects that in India there is a top down structure in the society
and organisation. The real power is dependent on the managers count on the obedience of team
members. In the Norway the power is decentralised and it is count on the experience of team
members. In Norway the communication is based on the direct, perspective and consensus
oriented. In India the communication flows from the down to directive in its style. It can be taken
into account by focusing on factors like age, occupation, income level and recreational activities
(Carrigan, 2005).
In addition to this, entity also needs to focus on factors like work demand, family needs and
budget because it also provides an understanding about customer perception. It will allow to
have changes in products and services according to need so that better sales can be accomplished
in desired manner.
Individualism- This is the kind of degree in which individual are integrated into the groups. In
this manner it can be easily find out that the society is loosing his ties with the individuals.
Everyone is engaged in their own family matter. In this manner the India score 48 and Norway is
2

on 69. In India the people used to get influenced by the family, neighbours and work group and
other kind of social networks. The demand of the commodities of the Indian people is also
fluctuated with the opinion and perception of others. This aspect can be seen as the result of
dominant religion. In the Norway there can e seen the degree of interdependence within society
which means here every one is allowed taking their own decision itself. Here the self power is
important and individual. There is a clear gap between work and private life. The employer an
employee relation is based only on the contract. The demand of the commodities for the Norway
people is depend on the quality and self decision. Additional factors which need to be referred
are as social or emotional needs and brand preferences. It will also help organisation to make
sure that management decisions in regard to promotion of business is appropriate as per market
(Blumentritt, 2006). It has been witnessed that by understanding the cultural values of India and
Norway the decisions need to be made out. Reference of cultural values and social class will
allow to have development of products and services according to market needs. It will also create
better opportunities and lead business to impressive level of success. Under social factors
reference groups have a great potential of influencing consumer behaviour. Also, it impacts
varies across products and brands. It means by having an identification of such factors the
business expansion in India and Norway can be accomplished effectively.
Along with this, financial and economic condition evolution is also significant to refer because it
helps in decision making process regarding pricing of products and services. For example, the
Indian GDP growth is stable but offers better financial opportunities to business. However, the
income level of people in India is average which forces people to buy products and services in
low cost.
Masculinity- This is stand in manner to conduct the preferences of society for the material
success, achievement, and this all stands for the quality of the life, in this the quality of the
product need to be noticed so that customer can be satisfied. In this the Norway score 8 and it is
very low in this demand is depends on the quality, culture and the values. For them the take care
of environment is on priority. The one of the fundamental issue is there is what kind of things
motivates the people and wanting to be best. Here the focus in the well being and status is not
shown. In this with the above graph it can be seen that the India is very Masculine in term of
visual display and success. This is the kind of spiritual country which is based on the
philosophies. The main focused is given on the success and achievements which is reflected with
3

the help of material gains. It means the pricing decision of company while operating in India
must be according to such values. On the other side, Norway people income level is high which
indicates that the pricing of products and services can be high while operating business within
the nation. Moreover, the psychological factors understanding in regard to customers of both
nations is also significant (Chan, Ling and Guillet, 2011). It helps in effective development of
business by having changes in policies and frameworks. For example, Indian customers’
demands high level of advertising because they do not have much awareness about the products
and services. On the other side, the less investment on advertising will be suitable in context to
Norway market. By having a valuation of lifestyle, the customer’s perception and needs can also
be analysed effectively.
Products and development according to lifestyle of people can allow business to set out
significant impact on the market wheatear it is India or Norway. Life cycle of the consumers
creates the purchase options for him so such valuation is also beneficial in order to have better
opportunities. The influenced can be understood of consumers of different cultures due to this
the market can fail. The business is expanding to this take into consideration it is essential to
understand the buying habit of individual so that market can grow their activities in large
manner. It can be true to said the impact can be negative or positive because they are expanding
their activities in differed culture into two differed geographies (Czinkota and Ronkainen, 2012).
The buying habit of consumer is to be ascertained in order to make market growth by taking
various innovation approaches. The innovation approaches can be taken only after making better
understanding between people of this country. Life cycle of the consumers creates the purchase
options for him so such valuation is also beneficial in order to have better opportunities.
Uncertainty avoidance- In this India score 46, it can be seen that the India is the patient
country in which the tolerance in relation to unexpected thing is quite high. IN this the members
of the culture are threatened by the ambiguous and unknown situations. Here the meaning of
imperfection is nothing. The culture is the powerful in relation to influencing the behaviour of
the person. In this way the people of the Norway use only those products what they are already
been using. They don't want to take risk in any new product. The buying habit of Norway people
are majorly focus on the activities like quality and standards of products. In Norway the socre is
the 50 and it does not give preference on this dimension. The income of the Norway individual is
already high they can buy the products of high prices as well. This kind of situation influence the
4

buying behaviour of two differed culture people (Chan, Ling and Guillet, 2011). The income
structure of India's people is very low due to this they can't afford high prices of smartphone. In
this manner, the demand of people here is depended on their capacity to afford things in market.
This kind of situation leads to have negative impact on the demand and profitability graph of the
product. It can be true to said that financial and economic condition evolution is also significant
to refer because it helps in decision making process regarding pricing of products and services.
Long term orientation- In Norway the score in this condition is 35 and it is very low, they
are normative in their thinking. They are having great respect for the tradition and they demand
for the product is depended on the achieving the quick result. The score of the India in this
relation is on 51. The one of the fundamental is dependent in order to maintain links with the
past and deal with the challenges of the present and future. In India the one of the oldest concept
the karma dominated the religious and physical thought. The better and effective pricing
strategies is to be adopted to make this kind of process effective. To enhance the probability
graph in differed nation it is essential to taking various innovation process. With the help of these
people can get attracted with the innovative product and in this manner the firm can earn large
amount of revenue. This kind of activities help to make business function smoothly (Dinan,
2000). The Customer plays essential role because they perform as they are carrying entire
marketing activity in organised manner. It can be true to said that if there is no consumer
available in the market then in such case business enterprise cannot make efforts in order to
promote and sale this product and services.
The Customer behaviour, attitude, income level and perception can reflect from their
background, culture, education, life style, standards etc. with the help of this firm can take many
activities which can help in manner to understand their needs and two differed geographic
location need to take various challenges which is helpful in manner to take various changes so
the need and demand of smartphone can be full filled. Their behaviour is dynamic it is change as
per the time and need, it can be said that customer behaviour is very sensitive and their
expectation from the market is very high it is very hard to come up with it sometimes. The study
of customer behaviour helps in manner to analyse social science discipline of sociology and
economics, anthropology, psychology etc. this kind of activities sis very helpful in manner to
satisfy the demand of various kind of standard (Draganska, Hartmann and Stanglein, 2014). In
order to take steps before launching the product into two differed nations it is essential to
5

characterized behaviour of customer as per their culture background and taste and preferences.
Indulgence- in this dimension the score of the Norway is 55 and they are main focussing on the
in this the people try to keep control ion the desire and it is dependent on the way they raised. IN
this Norway scores 26 and People with this orientation have the perception that their actions are
Restrained by social norms and feel that indulging themselves is somewhat wrong. The buying
behaviour of consumer can be ascertained with the help of their requirements as it can be notice
that they only buy those commodities what they can use. It is very essential to understand the
buying habit of people of two differed culture related to products like Smartphone in this manner
the firm is able take any kind of innovation so that they become successful to achieve high
market share and competitive advantage.
The cultural factors can be defined of three bases are as Culture, sub culture and social
class. There are various kinds of component are given which work in manner to affect consumer
buying behaviour such are as cultural factor, social factor, personal factor, psychological factor
etc. These all element can influence the consumer buying behaviour at the time when they tend
to purchase product in the market. As per the present context it can be seen that the various
cultural component are inclusive of different elements related to the cultural environment (Fotis,
John, Buhalis and Rossides, 2012). The firm who work in manner to distribution of services in
product like Smartphone have to take each decision by taking consideration the customer's
culture different. By working in this way, they can only succeed in the market else it is
impossible to survive into two differed location who geographical values are not same.
The influenced can be understood of consumers of different cultures otherwise market
can fail in taking various opportunities to enhance profit profile. The business is expanding to
this take into consideration it is essential to understand the buying habit of individual so that
market can grow their activities in large manner and can take innovation process (Fritz, 2013).
In order to bring innovative product in market it is very important to understand the two
cultures and set those prices which can make whole process effective with better revenue. The
main aim of ant fir is to enhance the profit scale of business by taking various steps. It can be
true to said that consumer buying behaviour can reflect by taking effective analysation on the
culture, background, life style etc. In the sub culture, it can be ascertained that people are sharing
the same values, customs and traditions. This kind of situation is easy to make the profit in
business enterprise in large manner. It can be true to said that at the time when customer
6

purchase the product in the market they give consideration to these elements are like value,
beliefs, region, cultural background etc. This kind of thing can also affect the purchasing
decision of individual in large manner (Bruhn, and et.al., 2012.). It can be notice that at the time
when they used to buy something from market the requirement of family, income level, style,
background these kinds of factors also play very effective role.
Illustration 1: Culture dimensions
(Source: Beyond Hofstede’s Cultural Dimensions Theory: Approaching a Multicultural
Audience, 2015.)
This all should be analysed in proper and better manner before taking this kind of
activities in two differed nations. The producer should take various initiative in order to enhance
the probability graph in differed nation it is essential to taking various innovation process. With
the help of these people can get attracted with the innovative product and in this manner the firm
7

can earn large amount of revenue (Gautam, 2012). This kind of activities help in manner to
maintain strong brand image in the market. With the help of these kinds of process firm is able to
gain market share and competitive advantages. It is very essential in manner to gain profitability
and productivity in the market. The online services also play main role in order to determine the
brand image of product in the market. With the help of online application people of any culture
can demand the product. These kinds of facilities also work as to impact the culture of the people
in large manner.
Theory of planned behaviour
In addition to this, it can be said that by having an application of planned behaviour
theory the experts can focus on factors like attitude, perceived behaviour, intention, etc. It means
the management must focus on activities that allows to have appropriate identification of attitude
so that long term opportunities can be created. Normative belief is an individual's perception of
social normative pressures, or relevant others' beliefs that he or she should or should not perform
such behaviour. By analysing such aspects more effectively the business firm can easily
understand the perception of customers while dealing in Norway and Indian market. It has been
witnessed that overall evolution of human behaviour the experts can easily analyse the overall
development in respect to customers. On the basis of information about human behaviour the
business firm can analyse the needs. It assists in development of products and services in more
significant manner.
Evaluation on market challenges on setting of product in two differed culture and Customers
behaviour-
Market has to challenge various factor before setting up of same products in to differed
culture. These are defined in the following manner are as-
Communication- It plays major role, in order to get overcome from this the producer of
market need to understand the culture factors. In order to get overcome from this kind of issue
the international market should always have effective team which can help as to communicate
each thing in effective manner (Gautam, 2012). With the help of this kind of services firm is able
to survive in market for longer period.
Income discrimination- this also has major impact on the people. The income of the
people of Norway are high due to this they can afford those commodities which are in high
8

value. In India, the income level are not fixed. In this most of the people cannot afford products
of high prices.
Business culture- in two different geographic location the business culture plays major
role. In order to get overcome from this it is essential to understand the buying habit of consumer
of Norway or India (Hays, Stephanie and Buhalis, 2013). With the help of this firm is able to
generate high volume with many types of changes.
Relationship- It is crucial and time effective process. In order to have development in
this, people of the firm need to keep patience. For firm to build strong position in the market of
Norway it is essential to spend time with people (CULTURAL UNDERSTANDING: The
Challenge of Working Across Cultures, 2017). To understand them and to take effective analysis
the firm is able to take innovation process in order to full fill the expectation of people.
CONCLUSION
Hereby it has been concluded that the need of the marketing is need to be known with the
help of effective comparison of Norway and India. In this report it has been defined with the help
of Hofstede culture dimensions. This all factor can effect the buying behaviour of consumer.
This frame work is inclusive of various things such are as uncertainty avoidance, power index,
individualism vs. collectivism and masculinity vs. femininity. The increase in innovation in
mobile product created buzz around the world. The Smartphone industry is rapidly growing. In
this present report, activities of two countries are majorly focussing are as Norway and India.
The main aim of both the countries is to provide those goods which is helpful in order to gain
profitability and productivity.
RECOMMENDATIONS
 The firm need to produce those products in the market which will also help in effect the
need of the buyers.
 The price quality and standards factor are to be focused because this factor influenced
the buying habits of individual.
 To understand the Hosfested culture dimensions so that the thing can be understand in
the better and effective manner.
 The innovation approaches can be taken only after making better understanding between
people of this country
9

10