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Differences In Promotion And Communication In India And Bangladesh

2497 words - 10 pages

Table of Contents

1. Cultural Impact on Marketing and Promotion 2
2. Influence of Culture on Promotion in India and Bangladesh 3
2.1 Societal Factors 3
2.2 Religious Factors 3
2.3 Linguistic Factors 4
3. Cultural Differences between India and Bangladesh 4
4. The Common Ground 5
5. India: Catering to Diverse Regions 6
6. West Bengal and Bangladesh: Sisters Separated by a Border 7
7. Conclusion 9
References 9

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1. Cultural Impact on Marketing and Promotion
Culture influence consumers' thoughts and behaviors. The culture of a nation operates primarily by setting ...view middle of the document...

Samli (1995) explains that in most cases, consumers’ attitudes, awareness, and behavior are largely driven by the framework of their own culture, which is not only communicated to people but also forms and modifies the communication among the people of a society. Global marketing strategies are not culture-free. Conversely, such strategies should be culture-relevant because influences of culture on consumer behavior and perception of global marketing communications are powerful and profound. Because of the prevailing trend of globalization, Ricks (1988) pointed out over two decades ago that one of the greatest challenges in marketing communications is the problem of communicating to people of diverse cultural backgrounds.
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2. Influence of Culture on Promotion in India and Bangladesh
Cultural factors comprise of set of values and ideologies of a particular community or group of individuals. It is the culture of an individual which decides the way he/she behaves. In simpler words, culture is nothing but values of an individual. What an individual learns from his parents and relatives as a child becomes his culture.
2.1 Societal Factors
In both India and Bangladesh, people still value joint family system and family ties. Children in these regions are conditioned to stay with their parents till they get married as compared to foreign countries where children are more independent and leave their parents once they start earning a living for themselves.
Societal factors have a significant effect on an individual’s buying decision. Every individual has different sets of habits, beliefs and principles which he/she develops from his family status and background. What they see from their childhood becomes their culture.
2.2 Religious Factors
India is a predominantly a Hindu country. On the other hand, Bangladesh is considered as a Muslim country. This is considered as one of the major factors that have affected the culture of both the countries. This results in different sets of views regarding various dimensions. India has a more diverse population compiling of various religions. Because of India’s large population every individual religious group becomes a huge potential market for marketers looking to expand their business.
Companies have adopted policies to cater to this diversity during prominent festivals like Eid, Durgapuja, Diwali, Bouddho Purnima, Christmas etc. Marketing of gift packs of popular FMCG items from the respective companies (Britannia’s assortment of cookies, Cadbury’s chocolates etc) carrying celebratory messages is rapidly gaining ground. Not only they have the assurance of quality from the brand, but also being ready-made is a source of great convenience for the today’s time-pressed consumer.
2.3 Linguistic Factors
While operating in a foreign country understanding the language helps you choose the best channels, process and content for the current market. It is an...

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