“Marketing Internationally and

Cross Cultural”
Research

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 Acknowledgements
At first I am thankful to Almighty ALLAH for HIS support and blessings.Then I’m grateful for
the thorough support by my Professor Dr. Waheed for helping me determine the objective of the
research and guiding me though to get to the end. He made me grateful with his valuable
suggestions from time to time during my research. He has been a great support from the choice
of the topic, learning of different part of research and understanding the difference between
theory and practices.

I must thank my fellow students of COMSATS for providing related information on which this
project is based. I really should thank every other person other than COMSATS whom I found
during different phases of my report, who helped me in completing my research. Most of them
have been very open and friendly with me and provided me with the answers I needed from
them. They were the constant source of inspiration and encouragement that helped in completion
of my research.

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 Abstract
This research project is all about figuring out those issues which are important for any business when they
are going to launch marketing campaign. Whether it could be at the local level or across the globe across
various cultures. As we all know that before starting a new business or doing marketing
internationally, it is very important for a company to consider the issues like the culture of the
host country, their traditions and their consumer behavior. Obviously without considering these
issues, the organizations cannot lead their way to success. But there are some organizations
which do not pay proper attention to these issues and eventually their business fails. So it is
important that we should consider these issues in our study and to figure out those factors that
why a company fails in doing business and marketing internationally.

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 Table of Contents
Abstract...................................................................................................................... 3

Table of Contents....................................................................................................... 4

.................................................................................................................................. 5

Chapter 1.................................................................................................................... 1

Introduction................................................................................................................ 1

Significance of study............................................................................................1

Objectives............................................................................................................ 1

Problem Statement.............................................................................................. 1

Limitations of Study.............................................................................................2

Chapter 2.................................................................................................................... 3

Literature Review.................................................................................................3

Theoretical Framework.........................................................................................3

Chapter 3.................................................................................................................... 7

Research Design.................................................................................................. 7

Purpose of Study..................................................................................................7

Type of Investigation ...........................................................................................7

Extent of Researcher Interference........................................................................7

Study Setting........................................................................................................8

Measurement of Variables ..................................................................................8

Unit of Analysis...................................................................................................12

Sampling Design................................................................................................ 12

Time Horizon......................................................................................................12

Data Collection Methods....................................................................................12

Chapter 4.................................................................................................................. 13

Data Analysis..................................................................................................... 13

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 Descriptive Statistics..........................................................................................13

Demographic Profile...........................................................................................14

Questionnaire ....................................................................................................17

Chapter 5.................................................................................................................. 33

Conclusion.......................................................................................................... 33

Recommendations..............................................................................................33

References................................................................................................................34

Appendix.................................................................................................................. 36

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 Chapter 1

Introduction
Significance of study
As we all know that before starting a new business or doing marketing internationally, it is very
important for a company to consider the issues like the culture of the host country, their
traditions and their consumer behavior. Obviously without considering these issues, the
organizations cannot lead their way to success. Most organizations do consider these issues very
seriously. Like we have the example of McDonalds, they have targeted different countries
according to their culture and traditions and we can see that they are successful in their strategy.
But there are some organizations which do not pay proper attention to these issues and
eventually their business fails. So it is important that we should consider these issues in our study
and to figure out those factors that why a company fails in doing business and marketing
internationally.

Objectives
Our objectives of research are to figure out those factors which contribute to the failure of a
company’s success.

Problem Statement
With the increase in the commercialization and international business globally, many
international and multinational companies started green field ventures in different countries. We
have seen that some of those businesses were extremely successful in their operations in the host
countries. Their operations were accepted by the people of the host countries, because their
business practices were according to the culture and traditions of host countries. The reason for
this is that whenever these companies want to start business operations in other countries, they
study the culture, traditions and consumer behavior of that particular host country. While on the
other hand, we see that many businesses fail because they have not done the homework properly
before starting new business in other countries. Those companies have not studied the culture,
tradition and consumer behavior of the host country properly. So it is very necessary to consider
these issues before marketing internationally and cross cultural.
Limitations of Study
During the research there were some limitations which we faced. The most upfront limitation
was the time, it was very difficult for us to manage the time for our research project. Secondly as
our unit of analysis was organization, it was a bit difficult for us to pick the multinational
organizations within the city of Lahore.
 Chapter 2
Literature Review

Theoretical Framework
The dependant variable of marketing strategy is influenced by the three independent variables –
cultural differences, traditions and consumer behavior. The three independent variables are also
interrelated as explained below.

The cultural difference greatly impacts the other two variables i.e. traditions and consumer
behavior. With the change of culture, traditions are also changed as well as consumer behavior.
These three variables are totally dependent on each other but are independent individually. These
three variables collectively influence the dependent variable which is marketing strategy in this
case.

With the change in the culture, the marketing strategy will be altered according to the culture of
that particular country. Same thing applies to the traditions and consumer behavior. The
traditions and consumer behavior of every country is different from one another and when these
two changes the marketing strategy will have to be changed accordingly. With changing
consumer behavior, the marketing strategy should be designed in such a way to cater the needs
of all the consumers in that specific area. All these three independent variables are important in
doing international and cross cultural marketing.

Culture
Difference

Nature of
Traditions Marketing
Strategy

Consumer
Behavior

Independent Variables Dependent Variable

Schematic Diagram
Research Questions

Culture

• Most businesses neglect the aspects of ‘lifestyle’ of a consumer while starting new
business

• Most businesses classify the society before serving it

• According to your perception, the consumer consider the element of ‘Faith’ while buying
any particular product

• According to your thinking, people with different beliefs act differently towards certain
product

Tradition

• Different occasions and ceremonies affect the traditions of a society

• Different practices leaves a deep impact on the customs of consumers

• Most Businesses consider the standards and ways of living of consumers before
launching a new business

• According to your perception consumers consider the factor of their ethical and moral
values before buying a certain product

Consumer Behavior

• Personality traits affect the preference and requirements of a consumer

• Most businesses consider the income level of consumers before marketing in those areas

• Different offerings of products and services change the preference and requirements of
consumers

• Quality of products and services affect the buying pattern of consumers

Nature of Marketing Strategy

• Almost every marketing strategy is adaptable to the environment

• Most businesses make the marketing strategies according to the customer requirements

• Marketing strategy should be formulated for the better achievement of goals

• Most businesses strive hard to maintain their strategic value

Hypotheses

• The greater the cultural difference the more complex will be the marketing strategy.

• With the change in the culture of a country, the tradition also changes and when the
tradition changes the marketing strategy will have to be according to the traditional
values of the country.

• When both the culture and tradition changes, the consumer behavior of that particular
country will vary.

• Marketing strategy should be designed according to the consumer behavior of that

particular country.

Comparison

Now we will see the comparison between different factors discussed below:

Male/Female

• This factor greatly influence our variables, i.e. there can be a cultural difference
among males and females of a similar country.

• This factor also influences the variable of Tradition. Both the males and females can
have variations in their traditions living within a same country.

• It influences the variable of Consumer Behavior mostly, because consumer behavior

greatly depends on the genders. Males can have different buying patterns and females
can have different.

• Now this factor affects the dependent variable as well, which is Marketing Strategy.
Because it is a dependent variable so the marketing strategy has to be made according
to the culture, traditions and behavior of both males and females.
Education

• This factor influences the variable of Culture. Educated culture and un- educated
culture, both can affect the marketing decisions.

• This factor influences the variable of Traditions as well.

• It can affect the variable of Consumer Behavior also, because consumer behavior varies
with the level of education.

• It affects the dependent variable of Marketing Strategy. Because marketing strategy has
to be designed according to the educated or uneducated cultures and individuals.

Age

• The factor of age influences the variable of Culture. Because different age groups
have different cultures living within a same country.

• This factor also affects the variable of Traditions. Tradition also varies according to
different levels of age.

• This factor influences the variable of Consumer Behavior greatly. Because the
consumer behavior of any individual is different at different ages.

• It affects the dependent variable of Marketing Strategy, i.e. the marketing strategy
should be designed according to the culture, traditions and consumer behavior of
different age groups.
 Chapter 3
Research Design

Purpose of Study
There are four types of studies. Those are descriptive, exploratory, case study analysis and
hypotheses testing. Our study type is of Hypotheses testing. Because studies that engage in
hypotheses testing usually explain the nature of certain relationships, or establish the differences
among groups or the independence of two or more factors in a situation. Hypotheses testing is
undertaken to explain the variance in the dependant variable or to predict organizational
outcomes.

Since we have four variables in all in our research study, and they do explain relationships in
between them.

Type of Investigation
There are two types of investigation, causal and co relational . Our investigation is based on co
relational study. Because in co relational study the researcher is interested in delineating the
important variables associated with the problem.

Extent of Researcher Interference

There are two ways in which the researcher can interfere and those are minimal( when in natural
environment) and manipulation(control environment). Usually a co relational study is conducted
in the natural environment with minimum interference by the researcher with the normal flow of
work. Since we are working in a normal flow and not interfering in the environment, our extent
of interference is minimal. Because in co relational study, an individual has to develop a
theoretical framework, collect the relevant data and analyze them to come up with the findings.
 Study Setting
There are two types of study settings, those are contrived(deliberately created environment) and
non-contrived(natural setting, no interference). In our research study, we are dealing with non-
contrived study setting. Because as mentioned above in extent of researcher interference, we are
interfering minimum in natural environment. And that co relational studies are invariably
conducted in non-contrived settings.

Measurement of Variables

Independent Variables

Culture

D D

Society Religion

E E E E

Lifestyle Type of Faith Different

Society Believes
 C

Tradition

D D

Customs Norms

E E E E

Different Practices Standards Ethics &

occasion & way of moral
s& living values
ceremoni
es
 C

Consumer
behavior

D D

Preferences Buying
& patterns
requirement

E E E E

Age Personalit Gender Income

y traits level
 Dependent Variable

Nature of
Marketing
strategy

D D

Flexible Strategic
strategies goal
oriented

E E E E

Adaptible According Should be Maintain

to the to the formulated the
environme customer for better strategic
nt requiremen achieveme value
ts nt of goals
Unit of Analysis
Unit of analysis includes individuals, dyads, groups, organization, cultures etc. In our research
study we will take organization as our unit of analysis. As we are doing our research study on
marketing internationally and cross cultural, organizations are purely involve in this. Because in
now a days, organizations do such type of activities like marketing internationally.

Sampling Design
There are two types of sampling design. One is probability sampling and the other is non-
probability sampling. The sampling design which suits best in our scenario is the non-probability
sampling. Because it is less costly and not time consuming. Further in non-probability sampling,
we have selected the convenient sampling.

Time Horizon
Time horizon is classified in two types of studies. i.e. cross-sectional versus longitudinal studies.
We are doing a cross sectional study in our research study. Because this type of study is done in
which data is gathered just once, perhaps over a period of days or weeks or months, in order to
answer a research question.

Data Collection Methods

In our data collection techniques we will be using the survey questionnaire methods.
 Chapter 4
Data Analysis
Now we will analyze our data

Descriptive Statistics

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Gender 25 1 2 1.04 .200
Education 25 3 5 3.72 .678
Aspects of lifestyle 25 1 3 1.80 .500
Classify the society 25 4 5 4.24 .436
Consider the element of
Faith 25 2 4 3.52 .586
People with different
beliefs 25 1 4 2.92 .759
Different ocassions and
ceremonies 25 4 5 4.48 .510
Different practices 25 4 5 4.60 .500
Consider the standards
and ways of living 25 3 5 4.80 .500
Consider the factor of
ethical and moral values 25 3 5 4.16 .850
Personality traits 25 2 5 4.40 .707
Consider the income level
25 4 5 4.76 .436
Different offerings of
products and services 25 3 5 4.60 .577
Quality of products and
services 25 2 5 4.08 1.038
Marketing strategy
adaptable to the 25 1 5 2.20 1.155
environment
Marketing strategies
according to the customer 25 2 5 4.08 .759
requirements
Marketing strategy
formulation 25 4 5 4.60 .500
Startegic value of
businesses 25 3 5 4.60 .577
 Valid N (listwise) 25

Demographic Profile
First one is about the age of respondents.

Age

Cumulative
Frequency Percent Valid Percent Percent
Valid 25-30 8 32.0 32.0 32.0
30-40 9 36.0 36.0 68.0
40 plus 8 32.0 32.0 100.0
Total 25 100.0 100.0

This table shows the results of age of the respondents. The frequency “8” against the age group
25-30 is showing that the number of respondents which fall in the age group 25-30 are 8 in total.
And there are 9 respondents which fall in the age group 30-40. And the number of the
respondents of the age group “40 and above” are 8 in number. The percentages are shown
against each frequency. This table further shows that majority of the respondents were of the age
group 30-40.

Age

10

8
Frequency

0
2 3 4
Age
We can analyze the above data in the form of bar-graph.

Next analysis is about Gender

Gender

Cumulative
Frequency Percent Valid Percent Percent
Valid Male 24 96.0 96.0 96.0
Female 1 4.0 4.0 100.0
Total 25 100.0 100.0

The frequency “24” is representing the male population where as 1 is representing the female
population. This shows that the majority of our respondents were male. Male constitutes 96% of
the total population.

Gender

25

20
Frequency

15

10

0
1 2
Gender
Next analysis is about Education
Education

Cumulative
Frequency Percent Valid Percent Percent
Valid Bachelors 10 40.0 40.0 40.0
Masters 12 48.0 48.0 88.0
Other 3 12.0 12.0 100.0
Total 25 100.0 100.0

The frequency “10”, “12” and “3” shows the number of respondents having qualification of
Bachelors, Masters and Others respectively. According to the results, the most respondents were
post graduate i.e. having a Masters degree.

Education

12

10

8
Frequency

0
3 4 5
Education
Questionnaire
Next analysis is about the questions asked for the research purpose
Aspects of lifestyle

Cumulative
Frequency Percent Valid Percent Percent
Valid SD 6 24.0 24.0 24.0
D 18 72.0 72.0 96.0
N 1 4.0 4.0 100.0
Total 25 100.0 100.0

The actual question was “Most businesses neglect the aspects of ‘lifestyle’ of a consumer while
starting new business” 6 of the respondents strongly disagreed, 18 of them somewhat disagreed
and one of them was neutral.

Aspects of lifestyle

20

15
Frequency

10

0
SD D N
Aspects of lifestyle
 Classify the society

Cumulative
Frequency Percent Valid Percent Percent
Valid A 19 76.0 76.0 76.0
SA 6 24.0 24.0 100.0
Total 25 100.0 100.0

The actual question was “Most businesses classify the society before serving it”. 19 of the
respondents somewhat agreed and 6 of them strongly agreed.

Classify the society

20

15
Frequency

10

0
A SA
Classify the society
 Consider the element of Faith

Cumulative
Frequency Percent Valid Percent Percent
Valid D 1 4.0 4.0 4.0
N 10 40.0 40.0 44.0
A 14 56.0 56.0 100.0
Total 25 100.0 100.0

The actual question was “According to your perception, the consumer consider the element of
‘Faith’ while buying any particular product”. 1 of the respondent somewhat disagreed, 10 of
them remained neutral and 14 of them somewhat agreed.

Consider the element of Faith

12.5

10.0
Frequency

7.5

5.0

2.5

0.0
D N A
Consider the element of Faith
 People with different beliefs

Cumulative
Frequency Percent Valid Percent Percent
Valid SD 2 8.0 8.0 8.0
D 2 8.0 8.0 16.0
N 17 68.0 68.0 84.0
A 4 16.0 16.0 100.0
Total 25 100.0 100.0

The actual question was “According to your thinking, people with different beliefs act differently
towards certain product”. 2 of the respondents strongly disagreed, 2 of them somewhat
disagreed, 17 remained neutral and 4 somewhat agreed.

People with different beliefs

20

15
Frequency

10

0
SD D N A
People with different beliefs
 Different occasions and ceremonies

Cumulative
Frequency Percent Valid Percent Percent
Valid A 13 52.0 52.0 52.0
SA 12 48.0 48.0 100.0
Total 25 100.0 100.0

The actual question was “Different occasions and ceremonies affect the traditions of a society”.
13 of the respondents somewhat agreed and 12 of them strongly agreed.

D ifferent ocassions and cerem onies

12.5

10.0
Frequency

7 .5

5 .0

2 .5

0 .0
A SA
D ifferen t o cassio ns and cerem o nies
 Different practices

Cumulative
Frequency Percent Valid Percent Percent
Valid A 10 40.0 40.0 40.0
SA 15 60.0 60.0 100.0
Total 25 100.0 100.0

The actual question was ” Different practices leaves a deep impact on the customs of
consumers”. 10 of the respondents somewhat agreed and 15 of them strongly agreed.

Different practices

15

10
Frequency

0
A SA
Different practices
 Consider the standards and ways of living

Cumulative
Frequency Percent Valid Percent Percent
Valid N 1 4.0 4.0 4.0
A 3 12.0 12.0 16.0
SA 21 84.0 84.0 100.0
Total 25 100.0 100.0

The actual question was “Most Businesses consider the standards and ways of living of
consumers before launching a new business”. 1 of the respondent remained neutral, 3 somewhat
agreed and 21 strongly agreed.

C onsider the stand ards and w ays of living

25

20

15
Frequency

10

0
N A SA
C onsider the standards and w ays of living
 Consider the factor of ethical and moral values

Cumulative
Frequency Percent Valid Percent Percent
Valid N 7 28.0 28.0 28.0
A 7 28.0 28.0 56.0
SA 11 44.0 44.0 100.0
Total 25 100.0 100.0

The actual question was “According to your perception consumers consider the factor of their
ethical and moral values before buying a certain product”. 7 respondents remained neutral, 7
somewhat agreed and 11 strongly agreed.

Consider the factor of ethical and moral values

12

10

8
Frequency

0
N A SA
Consider the factor of ethical and moral values
 Personality traits

Cumulative
Frequency Percent Valid Percent Percent
Valid D 1 4.0 4.0 4.0
A 12 48.0 48.0 52.0
SA 12 48.0 48.0 100.0
Total 25 100.0 100.0

The actual question was “Personality traits affect the preference and requirements of a
consumer”. 1 of the respondent disagreed, 12 somewhat agreed and 12 strongly disagreed.

Personality traits

12

10

8
Frequency

0
D A SA
Personality traits
 Consider the income level

Cumulative
Frequency Percent Valid Percent Percent
Valid A 6 24.0 24.0 24.0
SA 19 76.0 76.0 100.0
Total 25 100.0 100.0

The actual question was “Most businesses consider the income level of consumers before
marketing in those areas”. 6 of the respondents somewhat agreed and 19 of them strongly agreed.

Consider the income level

20

15
Frequency

10

0
A SA
Consider the income level
 Different offerings of products and services

Cumulative
Frequency Percent Valid Percent Percent
Valid N 1 4.0 4.0 4.0
A 8 32.0 32.0 36.0
SA 16 64.0 64.0 100.0
Total 25 100.0 100.0

The actual question was “Different offerings of products and services change the preference and
requirements of consumers”. 1 of the respondent remained neutral, 8 of them somewhat agreed
and 16 of them strongly agreed.

Different offerings of products and services

20

15
Frequency

10

0
N A SA
Different offerings of products and services
 Quality of products and services

Cumulative
Frequency Percent Valid Percent Percent
Valid D 4 16.0 16.0 16.0
A 11 44.0 44.0 60.0
SA 10 40.0 40.0 100.0
Total 25 100.0 100.0

The actual question was “Quality of products and services affect the buying pattern of
consumers”. 4 of the respondents somewhat disagreed, 11 of them somewhat agreed and 10 of
the respondents strongly agreed.

Quality of products and services

12

10

8
Frequency

0
D A SA
Quality of products and services
 Marketing strategy adaptable to the environment

Cumulative
Frequency Percent Valid Percent Percent
Valid SD 7 28.0 28.0 28.0
D 12 48.0 48.0 76.0
N 1 4.0 4.0 80.0
A 4 16.0 16.0 96.0
SA 1 4.0 4.0 100.0
Total 25 100.0 100.0

The actual question was” Almost every marketing strategy is adaptable to the environment”. 7 of
the respondents strongly disagreed, 12 of them somewhat agreed, 1 of them remained neutral, 4
of them somewhat agreed and 1 of them strongly agreed.

Marketing strategy adaptable to the environment

12

10

8
Frequency

0
SD D N A SA
Marketing strategy adaptable to the environment
 Marketing strategies according to the customer requirements

Cumulative
Frequency Percent Valid Percent Percent
Valid D 1 4.0 4.0 4.0
N 3 12.0 12.0 16.0
A 14 56.0 56.0 72.0
SA 7 28.0 28.0 100.0
Total 25 100.0 100.0

The actual question was “Most businesses make the marketing strategies according to the
customer requirements”. 1 of the respondents somewhat disagreed, 3 of them remained neutral,
14 of them somewhat agreed and 7 of them strongly agreed.

Marketing strategies according to the customer requirements

12.5

10.0
Frequency

7.5

5.0

2.5

0.0
D N A SA
Marketing strategies according to the customer requirements
 Marketing strategy formulation

Cumulative
Frequency Percent Valid Percent Percent
Valid A 10 40.0 40.0 40.0
SA 15 60.0 60.0 100.0
Total 25 100.0 100.0

The actual question was” Marketing strategy should be formulated for the better achievement of
goals”. 10 of the respondents somewhat agreed and 15 of them strongly agreed.

Marketing strategy formulation

15

10
Frequency

0
A SA
Marketing strategy formulation
 Strategic value of businesses

Cumulative
Frequency Percent Valid Percent Percent
Valid N 1 4.0 4.0 4.0
A 8 32.0 32.0 36.0
SA 16 64.0 64.0 100.0
Total 25 100.0 100.0

The actual question was “Most businesses strive hard to maintain their strategic value”. 1 of the
respondents remained neutral, 8 of them somewhat agreed and 16 of them strongly agreed.

Startegic value of businesses

20

15
Frequency

10

0
N A SA
Startegic value of businesses
 Chapter 5
Conclusion
From our research, we have concluded that almost every company studies the culture, tradition
and consumer behavior and design their marketing strategy before marketing within or outside
the country and cross cultural.

Majority of the respondents agreed upon a point that most businesses don’t neglect the aspects of
a lifestyle of consumer while starting new business.

Similarly 76% of the respondents agreed that most businesses classify the society before serving
it.

68% of the respondent remained indifferent about the view that people with different beliefs act
differently towards certain product.

48% of the respondents strongly agreed of the view that personality traits affect the preference
and requirements of a consumer.

76% of the respondents strongly agreed of the view that most businesses consider the income
level of consumers before marketing in their areas.

64% of the respondents strongly agreed of the view that different offerings of products and
services change the preference and requirements of consumers.

48% of the respondents somewhat disagreed and 28% strongly disagreed of the view that every
marketing strategy is adaptable to the environment.

56% of the respondents somewhat agreed and 28% strongly agreed of the view that most
businesses make the marketing strategies according to the customer requirements.

Recommendations
The most important recommendation which we would like to give is that every business should
strive hard to make that type of marketing strategy which is adaptable to the environment. As
from our research findings, majority of the respondents disagreed of the view that every
marketing strategy is adaptable to the environment.

And the other recommendation is that companies should consider the personality traits of a
consumer before launching any marketing campaign.
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Appendix
Note: This questionnaire is solely for a research purpose. No private information shall
be disclosed and shall be kept anonymous.

Demographic Profile

Select the desired option

Age

o 20-25

o 25-30

o 30-40

o 40 and above

Gender

o Male

o Female

Education

o Metric

o Intermediate

o Bachelors

o Masters

o Other
Official Stamp: ________________________

Tick Mark or choose the desired option

Strongly Somewhat Neutral Somewhat Strongly

Disagree Disagree Agree Agree
1 2 3 4 5
Culture
1) Most businesses neglect the aspects of ‘lifestyle’ of a
consumer while starting new business
2) Most businesses classify the society before serving it

3) According to your perception, the consumer consider the

element of ‘Faith’ while buying any particular product

4) According to your thinking, people with different beliefs act

differently towards certain product

Tradition

5) Different occasions and ceremonies affect the traditions of a

society

6) Different practices leaves a deep impact on the customs of

consumers

7) Most Businesses consider the standards and ways of living of

consumers before launching a new business

8) According to your perception consumers consider the factor of

their ethical and moral values before buying a certain product

Consumer Behavior

9) Personality traits affect the preference and requirements of a

consumer
10) Most businesses consider the income level of consumers
before marketing in those areas

11) Different offerings of products and services change the

preference and requirements of consumers

12) Quality of products and services affect the buying pattern of

consumers
Nature of Marketing Strategy

13) Almost every marketing strategy is adaptable to the

environment
14) Most businesses make the marketing strategies according to
the customer requirements

15) Marketing strategy should be formulated for the better

achievement of goals

16) Most businesses strive hard to maintain their strategic value