Term Paper on

Effect of Culture on Global Marketing: Bangladesh Perspective

Course: Global Marketing (MKT 526)

Submitted to: Prof. Dr. Anisur Rahman

Department of Marketing
Faculty of Business Studies
University of Dhaka

Submitted by: Tahsin Azad

ID: 41943009
Department of Marketing
Faculty of Business Studies
University of Dhaka

Date of Submission: 2nd December, 2021

 Acknowledgement

First and foremost, praises to the Almighty, for his blessing throughout my term paper project
to complete the work successfully. I take this opportunity to express our gratefulness to those
who have been influential in the development and completion of this term paper.

I would like to express my special thanks of gratitude to our course teacher and guide, Prof.
Dr. Anisur Rahman, Department of Marketing, Faculty of Business Studies, University of Dhaka.
I was truly motivated by him in doing this term paper on such an interesting topic (Effect of Culture
on Global Marketing: Bangladesh Perspective). His wisdom, knowledge sharing and thought
process development strategies have guided me so far in developing this paper. His vision,
sincerity and dynamism have deeply inspired us. I was highly encouraged by Sir’s lectures and
unique way of teaching through relatable examples of the contemporary business world. I will
truly cherish his motivation in preparing this term paper. It has been a great honor and privilege
to be under his guidance and discover him as a true mentor.
I have tried my best to build this project words by words with the aid and backup from some
profound researchers, authors and online support. I would like to extend my heartfelt gratitude
to all of the sources stated above.
1. Introduction
With the rapid growth of economy and technology, global marketing has gained momentum in
recent years. The nature and size of global marketing has changed dramatically. With the
globalization of the world economy, culture’s role in shaping business relationships has
become a critical factor of consideration. Globalization of markets and international
competition are requiring firms to operate in a multicultural environment. Businesses are
increasingly working with individuals and corporations from multiple nations. Due to the
process of globalization, individuals of different cultural background interact with each other
in all spheres of life more intensively. Culture is an important issue that shows incredible
changes in the age of global marketing. Changes have entered in our daily lives through
technology, consumer products, and new provocative thoughts. Culture in the aspect of global
marketing has brought interesting impacts on the different spheres of life in the context of
Bangladesh. These issues have been discussed throughout the whole paper.

2. Culture

2.1 Definition

Generally, culture is perceived as conventionalized behavior of the society. Basically, our life
style, our behavior, what we like to do, eat, wear all these shows our culture. An integrated
system of learned behavior patterns those are characteristic of the members of any given
society. Broadly, culture refers to a complex to a set of values, beliefs, attitudes, customers
customer and norms which are handed down from generation to generation and which help
individuals to communicate, interpret, evaluate as members of a given society.
Edward B. Tylor defined culture as, ‘that complex whole which includes knowledge, beliefs,
art, norms, law, custom and any other capabilities acquired by man as member of society.

Culture is a comprehensive concept, which includes almost everything around us and also
influences individual’s thought processes and behavior. It would be difficult for a marketer to
succeed if he overlooks the importance of culture as an indicator of behavior. So, it is a must
for a marketing executive to consider the importance of cultural setting within which consumer
behavior takes place.

2.2 Importance of Cultural Knowledge in Global Marketing

Culture deals with a group of people's way for living. Therefore, an understanding of culture
and, in particular, an appreciation of cultural differences is clearly important for marketers
specially, for foreign markers. Peoples from different cultures not only buy different products
but may also respond in different ways to the same product because of cultural influence. If we
consider the main them of modern marketing concept i. e profit maximization through customer
satisfaction --- it is apparent that the successful marketer must understand the culture.

What a marketer is constantly dealing with is the culture of the people i.e. the market.
Developing a promotional message, designing a product, the style and other related marketing
activities must be made culturally acceptable if they are to be effective. In fact, culture is the
main consideration in all marketing activities ---- in pricing, promotion, distribution, product
packaging and the marketer’s efforts actually become a part of the fabric of culture.

In short, culture not only conditions an individual’s response to products and influence the
nature of the purchase process, but it also exercises considerable influence on the structure of
consumption within a given society. In other words, the manner in which people consume, the
priority of needs and wants they attempt to satisfy, and the manner in which they satisfy them
are functions of their culture. Thus, sound understanding of culture is important for an effective
marketer.

3. Global Marketing & Effect of Culture

3.1 Global Marketing

Global marketing is the performance of business activities designed to plan, price, promote,
and direct the flow of a company’s goods and services to consumers or users in more than one
nation for a profit. The globalization of markets and competition nature require all managers
to pay close attention to the global environment. Environmental differences such as laws,
customs, and cultures must be taken into account if firms are to market products and services
at a profit in other countries. According to Philip R. Cateora, "International/global marketing
is the performance of business activities designed to plan, price, promote and direct the flow
of company's goods and services to customers or users in more than one nation for a profit."

3.2 The Effect of Culture in Global Marketing

Culture is a distinctive element of international marketing. Culture means different things to

different people. It does not only denote civilization, but also customs, tradition and codes.
Cultures are just different, not right or wrong, better or worse as cited by Cateora & Graham.
Besides, from the tremendous exposure to globalization, it has been found that consumers from
different cultures have different attitudes, perceptions, tastes, preferences and values, and
remain reluctant to purchase foreign products. Moreover, consumer behavior remains diverse,
consumers are not always rational and they are not willing to change their consumption habits
in favor of cheaper products that are increasingly available on the world market. Therefore,
culture and its impact on international marketing practice is a major theme in various strands
of research in marketing (e.g. buying behavior, branding, segmentation, communications, and
product adoption). It has been explored in both international and intra-national marketing and
in both business and consumer marketing.

More precisely, international marketer needs to pay attention to cultural factors; issues of
cultural difference because these could be affect not only the way in which a product is
marketed to customers, but also the way in which business negotiations are handled. Cultural
differences might be seen in terms of language, social structures and mores (including class
structure, gender roles and the effect of religion and prevalent values and attitudes. Besides, a
failure to take cultural differences between countries into account has been behind many
international business failures.

Culture is complex, and fully appreciating its influence takes significant time, effort, and
expertise. Various features of a culture can create an illusion of similarity, but marketers need
to dig deeper to make sure they truly understand the people and environments in which they
work. Even a common language does not guarantee similarity of interpretation.
Several dimensions of culture that require particular attention from global marketers are listed
below.

Language: As suggested above, the importance of language differences cannot be

overemphasized, and there are nearly three thousand languages in the world. Language
differences can be a challenge for marketers designing IMC campaigns, product labels, brand
and product names, tag lines, and so on. Language gains complexity when a country has more
than one officially recognized language. Finally, marketers should be attuned to what they
communicate when they choose which languages to use–or not use.

Customs and Taboos: All cultures have their own unique sets of customs and taboos. It is
important for marketers to learn about these customs and taboos so that they will know what is
acceptable and unacceptable for their marketing programs. In some Muslim countries, where
many women wear the headscarf or hijab in public, an increasing number of younger women
are in work and educational settings where gender segregation does not exist. Marketers
struggle with whether to portray women with or without the hijab, knowing that they risk
offending some of their target audience with either choice. Marketers should seek guidance
from native experts familiar with local culture and customers. Marketing research can also help
marketers understand and navigate these complex issues.

Values: The role of values in society is to dictate what is acceptable or unacceptable. Values
are part of the societal fabric of a culture, and they can also be expressed individually, arising
from the influence of family, education, moral, and religious beliefs. Values are also learned
through experiences. Not surprisingly, values can influence consumer perceptions and
purchasing behavior. For example, consumers in some countries, such as the United States,
tend to be individualistic and make many purchasing decisions based on their own personal
preferences. In other countries, such as Bangladesh, the well-being of the group is more highly
valued, and buying decisions are more influenced by the well-being of the group, such as the
family. Based on these differences in values, it is not surprising that ads featuring individuals
tend to do better in countries where individualism is an important value, and ads featuring
groups do better in countries where the group’s well-being is a higher value.

Time and Punctuality: Different cultures have different sensitivities around time and
punctuality. In some countries, being slightly late to a meeting is acceptable, whereas in other
countries it is very insulting. For cultures that highly value punctuality, being on time is a sign
of good planning, organization, and respect. In cultures where precise punctuality is less
important, there is often a greater emphasis on relationships. The fact that a meeting happens
is more important than when it happens.

Business Norms: Business norms vary from one country to the next and may present
challenges to foreigners not used to operating according to the particular norms of the host
country. In business meetings in Japan, for example, it is expected that the most senior person
representing an organization will lead the discussion, and more junior-level colleagues may not
speak at all. The role of alcohol in business meetings varies widely by culture: in Bangladeshi
cultures where alcohol is not widely accepted, it may be insulting to serve or even offer an
alcoholic beverage. In China, many rounds of toasts are customary as part of formal dinner
meetings.

Likewise, business norms around greetings and physical contact also vary. American-style
handshakes have become accepted as a business norm in many cultures, but this custom is not
universal. In Bangladesh, a respectful Salam/addressing is the traditional business greeting. In
Islamic cultures, contact between men and women is a sensitive issue, even in business settings.
In those regions and cultures, it is best to shake hands with a woman only if she extends her
hand first. It is better to always seek guidance from a trusted colleague or friend who has
experience in the local customs and can offer coaching on proper etiquette.
Religious Beliefs and Celebrations: As discussed earlier in this module, religious beliefs and
practice can strongly influence what consumers buy (or don’t buy), when they shop, and how
they conduct business. It is important for marketers to understand the influence of religion on
consumer culture in the markets where they operate, so that their marketing activities can be
appropriately sensitive. Failing to respect religious beliefs or cultures can seriously undermine
the reputation of a company or brand. At the same time, marketers who are attuned to the
impact of religion on local culture can find great advantage in aligning marketing messages
and promotional opportunities to religious practice.

For example, all the major world religions observe holidays that include feasting and gift
giving. These festival seasons tend to be prime shopping seasons as well, such as Ramadan in
a Muslim culture like Bangladesh. Religious beliefs lead to sensitivities about certain products.
Religious beliefs may cause sensitivities around revealing images or sexually suggestive
material. Religious beliefs associated with the symbolism of different colors may create either
preferences for or rejection of certain products and marketing materials. The link between
religious practice and gender roles may affect which members of the family influence which
types of buying decisions. It is important, however, for marketers not to oversimplify how
decision making happens in these settings. Even if a woman, for example, is not the primary
buyer, she may exercise strong influence of many consumer decisions.
Here, as in other areas of cultural impact, is it crucial for marketers to educate themselves about
the people and cultures they are targeting for marketing and business in order to use cultural
knowledge to advantage.

4. Effect of culture: Bangladesh Perspective

Culture is the integrated system which we live. But the environment and the culture among
which we are growing up and what factors influencing our life has been changing. This
changing has been seen among the people of Bangladesh. This change mainly understood in
the aspect of culture and culture related issues. Because, if we take into account the present
time or back to few years, considerable effect of Western and Indian culture can be revealed
on the young generation of Bangladesh.

This change is reflected in the course of fashion, education, food habit, conversation, way of
communication, music and media, occupation morality and behavior. This cultural change is
being made due to globalization. The globalization provides both positive and negative impact
on the culture of Bangladesh. The positive aspects for instance influence parliamentary
democracy and adult franchise, a global an modern mindset of the people, development of
education system, environment and women empowerment, access to information and
technology, the entrance into world trade and commerce and the availability of high quality
and low cost products. On the other hand, negative Impact include the downfall of local
industries and products and which create local unemployment, the threats to the survival of
culture, community norms, ethics and values, the widening of the gap between the rich and
poor and the foreign dominance and dependency of Bangladesh. It is a matter of concern is that
the culture of Bangladesh is being adversely affected by the negative impact of globalization.

4.1 Elements of consideration in regard to Bangladeshi Culture

There are several cultural elements which have impact on international market and Bangladeshi
market is also affected by these cultural elements such as language, education, religion,
political situation, socio-economic conditions etc. Cultural differences still remains an
important aspect of international marketing environment because cultural norms and beliefs
are powerful forces shaping people's perceptions, dispositions and behaviors.
Issues that should be considered for Global marketers in respect of Bangladesh are discussed
below:

Religious consideration: Bangladesh is a highly recognized Muslim country in the world,

however its environment is completely suitable for foreign investment and there is no obstacle
for international marketers’ to operate their business in Bangladesh as well. But as most of the
people of this country are Muslim so, alcohol or any “haram” product is not suitable for sale
these market places because these type of product are completely prohibited for Muslim
nations. In this context, all the international firms must be sensitive to religious differences in
its foreign markets and willing to make adaptations.

Educational consideration: An education system of a country represents the countries culture

and custom and nations viewpoints, aspirations, enthusiasms etc. In addition, education also
affects business functions as well. Such as recruitment of local sales personnel, for example,
depends on the availability of adequately educated people. Thus international firms need to
know about the level of education of Bangladesh before investing.

Language: Language barrier still exists for international marketers in Bangladesh to operate
their business because majority of total population are used speak their native language which
is ‘Bangla’ where English is a second spoken language widely used in business, commerce and
especially in city area. Though, adult literacy rate in Bangladesh is increasing, there is a big
shortage of highly skilled and educated workforce. Thus, Language is a vital facet of culture in
Bangladesh and international marketing communications are still affected by the existence of
language barrier in Bangladesh.
In addition, many authors such as Usunier & Lee (2005) also mentioned in their study that
Language is obviously a major element of culture which is described as a mirror of culture. It
defines the culture of the nations. It has a significant impact on international market. To
overcome this language barrier, businesspeople all over the world have relied on three
approaches: the direct translation of written materials, interpreters, and the acquisition of
foreign language skills.

4.2 Adverse effect of Globalization on culture

Many scholars fear that globalization will affect our culture adversely by exposing it to foreign
and in many cases wholesome influences is not justified. Our traditional values, beliefs and
attitudes are not newly acquired possessions and hence, not so delicate as to be corrupted from
exposure to foreign influences in the wake of globalization. Simultaneously, the process of
globalization can bring before the whole world the genuineness, the natural simplicity and the
element of humanity that are treated as the fundamental features of our culture. It can enable
us to benefit from the advanced refined cultures of other nations of the world.

Something that is good and authentic has nothing fear for its existence and survival. The
intrusion of foreign culture should not be any threat to our cultural identity. Because, firstly,
there is solidity in it and secondly, it has stood the test of time. We are in possession of a type
of culture that has the inherent strength, refinement and robustness to withstand the stand
however stupendous they might be. Despite of this positive aspect of cultural globalization on
Bangladesh, the worst thing is the deterioration of our indigenous culture, norms and values
where youth are the worst sufferer. It is observed that easy access to adult movies, pornographic
material, sex toys and other sexual content from all around the world highly affects youth. Such
easy accessibility gives rise to severe social violence like rape, abuse, eve teasing. Moreover,
the provoking foreign outfit is attracting the teenage girls which do not match either with
Bangladeshi culture or religion. This foreign outfit is becoming popular among the new
generation due to the provoking of media. Media impels a greater impact on people’s identity
and lifestyle more significantly on girls than boys.

5. Cultural challenges for Global Marketers

Global marketers mostly face two problems while dealing with cultural issues:

i) Self-reference criterion (SRC): task of cultural adjustment is perhaps the most

challenging and important one confronting international business manager; they must
adjust their marketing efforts to cultures to which they are not totally familiar.
Experts suggest that the unconscious reference to one's own cultural values is the root cause
of most international business problems overseas. They refer to the unconscious reference
as the natural self-reference criterion (SRC), i. e it is automatic to refer to one's home-
country frame of reference.

The primary obstacles to success in international marketing are a person’s self-reference

criterion (SRC) and an associated ethnocentrism. The SRC is an unconscious reference to
one’s own cultural values, experiences, and knowledge as a basis for decisions. Closely
connected is ethnocentrism, that is, the notion that people in one’s own company, culture,
or country know best how to do things.
Self-reference criterion can prevent marketers from being aware of cultural differences or
from recognizing the importance of those differences. Thus, they might fail to recognize
the need to take action, they might discount the cultural differences that exist among
countries, or they might react to a situation in a way offensive to your hosts. A common
mistake made by Americans is to refuse food or drink when offered. In the United States,
a polite refusal is certainly acceptable, but in case of Asian country like Bangladesh, a host
is offended if you refuse hospitality. Although you do not have to eat or drink much, you
do have to accept the offering of hospitality. Understanding and dealing with the SRC are
two of the more important facets of international marketing.

However, in order to deal with unfamiliar markets, business managers must be aware of
the frames of reference they are using in making their decisions. Since, "judgments are
derived from experience which is the result of acculturation process". To avoid the SRC it
is necessary to make a cross-cultural analysis isolating the SRC influence.
The following steps are suggested as a framework for such an analysis:

Step- I: Define the business problem or goal in terms of the home-country cultural traits,
habits or norms.
Step- 2: Define the business problem or goal in terms of the foreign cultural traits, habits
or norms. Make no value judgments.
Step- 3: Isolate the SRC influence in the problem and examine it carefully to see how it
complicates the problem.
Step- 4: Redefine the problem without the SRC influence and solve for the optimum
business goal situation.
 Obviously, this approach demands a sound understanding of the culture of each foreign
markets as well as knowledge of one's own culture. Surprisingly, understanding one's own
culture may also require additional study, since much of the cultural influence on market
remains at an unconscious level and is not clearly defined.

ii) Ethnocentrism: Ethnocentrism is the belief that one's own culture is superior to others. In
international business, it refers that what worked at home should work abroad that it ignores
national cultural differences. However ethnocentric takes three forms: Managers ignore
important cultural factors abroad because they have accustomed to certain cause-and-effect
relationships in the home country. Management recognizes the environmental differences
but still focuses on achieving home-country rather than foreign or worldwide objectives.
Management recognizes differences but assumes that the introduction of its new products
or ways to produce and sell them is both necessary and easy to maximize profit.

Marketers can avoid ethnocentrism and instead adopt Geocentrism. It exists when a
company bases its operations on an informed knowledge of home - and host - country
needs, capabilities, and constraints. This is the preferred approach to business dealings with
another culture because it increases the introduction of innovations and decreases the
likelihood of their failures.

6. Conclusion
Culture has a direct impact on consumer behavior as well as on their choices, buying behavior
and so on. As it is impacting buying process so it has a great impact on global marketing as
well. An international marketer must have to think first which product he is offering for whom
and their cultural background. Because of different parts of the world possess different cultural
behavior, different tests, choices, norms, values and attitudes. One marketer must have to
promote them according to their choice and believes. Though Bangladesh is a culturally
sensitive country, but Bangladeshi business environment is suitable for foreign investor. The
government provides abundant facilities for foreign investors. To get hundred percent foreign
investment still government needs to develop economy condition, reduce unemployment
problem, increase rate of literacy and control birth rate which will provide a fertile business
environment for the foreign investors.

References
Abdin, M., 2008. Impact of Culture on International Marketing. Dhaka Chamber of
Commerce & Industry (DCCI).
Cateora, P., 2021. International Marketing. 11th ed.
Doole, I. and Lowe, R., 2008. International Marketing Strategy.
Karim, R., 2015. The Cultural Impact on International Marketing Strategy, With a Special
Emphasis of Bangladesh Perspective. International Journal of Business and
Technopreneurship, 5(2).
Shahen, M. and Hossain, B., 2021. Globalization and Bangladesh: An Analysis from Cultural
Perspective. IOSR Journal Of Humanities And Social Science, 25(1).
Usunier, J. and Lee, J., 2005. Marketing across cultures. Harlow, England: Pearson.