The study of sub cultures will reveal that there are exists a diversity of norms,attitudes and behaviours within a single culture. Moreover,a greater diversity exists between cultures. (Eg between Nigeria and Japan). The examination of cross cultural differences is most important to international marketing firms. The scope of international operations today is very high and firms are placing more emphasis on criss cultural research.
Cross cultural effects influences marketers in two ways. In the first way ,cultural norms and values in foreign countries must be reflected in the manner in which business is conducted there. A Nigerian business man abroad will be wrong to assume that his business customs apply exactly in the same way else where.
The second way is that the customs of consumers in other countries must influence marketing strategies. Although there have been attempt to streamline or standardize marketing strategies abroad, such standardization is unlikely to be effective unless some consideration is given to local customs and values.
To determine whether or how to enter the foreign market, the marketer should try to conduct cross cultural consumer analysis.
Cross cultural analysis is defined as the effort to determine to what extent the consumer of two or more nations are similar or different. Such an analysis will provide the marketer with an understanding of the difference in psychological,social,cultural,and environmental characteristics to allow the design of effective marketing strategies for each of the specific countries involved.
