Question

How does cultural influences affect target marketing?

As marketers increasingly develop marketing programs tailored to certain market segments, some critics have used mass marketing in the past.    Why does mass marketing not work, especially in the global market place? How does culture influence the buying behavior of your target market?

Answer 1

A society's standards determine what constitutes permissible and inappropriate behavior. Values for an whole country may also be narrowly interpreted. The United States, for example, is widely regarded as strongly individualistic, with people taking purchasing choices dependent on personal desires. Among other countries like Japan, people prefer to make buying choices based on a group's interests, such as the family.
The way that plays out in campaign campaigns is that individual-centered commercials do well in individualistic countries when group advertising does well in collective group-value countries.

Symbols referring to cultural forces apply to both spoken and unspoken languages. Language is a sign of national identity. While some external influence might be appropriate, a society may choose to protect its own cultural heritage. In such a country a marketer will have to translate ads into language symbols appropriate to the country's population. Similarly, outreach to refugee communities in the U.S. who also speak their home country's language should be the perfect way to address those particular markets. Many types of representations of culture include art, theater, dance and song.

In some degree, culture is just what comes to a person more naturally – what fits within their beliefs and belief structures, and what they see other people doing around them. Culture affects all that sounds good, natural and attractive. Retailers who are challenging customers to fight against the social tide find it more difficult for customers to select their services. It's typically best practice to encourage customers to select the product within their cultural comfort zone to make it simpler.