AMITY GLOBAL BUSINESS SCHOOL, PUNE

AMITY UNIVERSITY

A TERM PAPER ON
TITLE/TOPIC: CULTURAL DIFFERENCES AS A FACTOR IN
MARKETING STRATEGIES

SUBMITTED BY: DEEPTI KARDILE

ENROLLMENT NO: A31506421032
COURSE: BBA
BATCH: 2021-24
UNDER THE GUIDANCE OF: PROF. PRASHANT CHOUGULE
 CERTIFICATE

This is to certify that the project work titled

CULTURAL DIFFERENCES AS A FACTOR IN MARKETING
STRATEGIES
Is a bonafied work that is done by
Ms. Deepti Kardile
Enrolment No. - A31506421032
For the award degree of
Bachelor of Business Administration

__________________________
__________________________ __________________________
__________________________
DR. (COL) S. V. SHARMA PROF. PRASHANT CHOUGULE
(DIRECTOR GENERAL (FACULTY GUIDE)
AGBS, PUNE )
 DECLARATION

I, Ms. Deepti Kardile, a student of Amity Global Business School, Pune of

BBA Batch 2021 to 2024, declare that the assignment report entitled
“CULTURAL DIFFERENCES AS A FACTOR IN MARKETING
STRATEGIES” is a bonafied record of the original project work that is carried
out by me and has not been submitted earlier for any other degree or diploma.

I was regularly in contact with my Summer Assignment Guide (Prof. Prashant

Chougule) regarding any discussions with my assignment.

Date of Assignment Submission:

Name of the Candidate: Ms. Deepti Kardile

Signature of the Candidate: ________

Name of the Faculty Guide: Prof. Prashant Chougule

Signature of the Faculty Guide: _________________
 CERTIFICATE OF ORIGIN

This is to certify that I, Ms. Deepti Kardile a student of BBA 2020-2023, Amity
School of Business, Pune has worked under the able guidance and supervision
of Prof. Prashant Chougule, designation Faculty guide.

This project report has the requisite standard for the partial fulfilment the Under
Graduate Degree in Business Administration. To the best of my knowledge no
part of this report has been reproduced from any other report and the contents
are based on original research. I am aware that in case of non-compliance,
Amity School of Business is entitled to cancel the report.

Signature
Prof. Prashant Chougule
(Faculty Guide)
 ACKNOWLEDGEMENT

I hereby take this opportunity to acknowledge, all the people who have guided
me along this report. A special gratitude to Amity Global Business School, Pune
and to the Col (Dr.) Sneh V Sharma Director General, AGBS, Pune and I give it
to my project guide, Prof. Prashant Chougule whose constant guidance made
this research paper different from others. His contribution in stimulating
suggestions and encouragement, helped me to coordinate my project especially
in collecting primary data for the purpose of the research and thereafter helping
me learn how to analyze primary data and always keep viewing all the aspects
from a broader perspective.
Furthermore, I would also like to acknowledge with much appreciation, the
crucial role of Amity to grant me permission to visit the campus to get all my
doubts solved personally by my faculty guide.
1.1 ABSTRACT
This research investigates how marketing strategies aimed at satisfying consumer needs and
developing a recognised brand identity, uses different factors that could lead to the fulfilment
of organisations goal and consumer’s need. Among a variety of these factors, cultural
difference throughout the world is a compelling factor to know about in the context of
marketing. Looking through a wider aspect at the marketing strategies used by different
organisations, we could find out a plenty of factors that are taken into consideration behind
executing an advertisement or a marketing campaign, cultural differences being the most vital
factor to be researched before getting ahead of formulating strategies. Marketing strategy is
known to be a master plan for reaching the consumers, understanding their needs,
perspective, choices and turning them into potential customers for their product.
Comprehending the consumers and their cultural differences will assist to know their
perspective towards the environment. Not only it would help in organisational development
but also getting to know different people, their culture and their believes. Researching and
studying the cultural differences dispels conflicts and stereotypes towards the other domestic
as well as international cultural communities. The research will provide an insight about how
cultural differences influences consumers satisfied consumption in cultural content rich
products and also about how the marketing strategist use hyper techniques as well as some
fundamental grand design in order to fabricate more and more appealing product. Product
evaluation is an important process to carry throughout. The result and outcomes of the
research will be the practical know how about the marketers in the corporate world, framing
different product designs and advertisements for different cultural groups.

Keywords: Cultural differences, Cultural groups, Product evolution, Marketing strategies,

Hyper techniques, Product design, advertisement
 TABLE OF CONTENTS

Sr. No. Topic Page No.

1.1 Abstract 6

1.2 Aims and Objectives 8

1.3 Literature Review 9

1.4 Research Methodology 10

1.5 Introduction 11

2.1 Marketing strategies 13

2.2 The association of marketing with culture 15

2.3 Cultural differences and influences 16

2.4 Global Cultural differences 18

2.5 Cultural differences in product evolution 20

2.6 Understanding sentiments 21

2.7 Results 23

3. Conclusion 24

4. Bibliography/ Reference 25
1.2 AIM
To understand the cultural differences globally and its impact on the corporate world,
specifically in the marketing segment to know the marketing strategies linked with the
cultural factors.

OBJECTIVES
 To investigate how cultural differences and marketing strategies are associated

together globally.

 To learn the different marketing techniques and strategies used by marketers.

 To analyse the consumer’s consuming behaviour with respect to their culture.

1.3 LITERATURE REVIEW

According to Evans O. N. D. Ocansey (2017), the convergent demands and desires of

consumers worldwide have opened up the possibility of market globalisation and sparked

international rivalry for customers and resources.

Reo Song (2017) Abstract: This study examines how national culture and marketing strategy

combine to affect customers' organic post-consumption satisfaction ratings of entertainment

goods with strong cultural content.

David Kilsgard (2008) purpose of his dissertation is to find out more about Swedish
companies’ problems with cultural differences in emerging markets. This is done through
research concerning secondary and primary data.

Remy Nyukorong (2014) His qualitative research sought to ascertain whether or not culture

is an important factor in the selection of a marketing strategy. Overall, the main conclusions

show that culture has a bigger impact on how a sustainable global marketing strategy is

developed.
1.4 RESEARCH METHODOLOGY

This study is exploratory research on diversified culture in India furthermore globally, with a
corporate perspective. A study to understand the marketing strategies used in corporate world
with respect to the factor, culture and cultural differences. Going through various articles and
researches this research aims to create a different angle to view the marketing strategies and
product evolution by the corporates.

The primary data, the numbers, facts, keywords were gathered through a survey, newspapers,
articles, authorised researches, observations and personal interviews. Maximum of primary
data was helpful to drive the research furthermore more the real experiences shared by
different start-ups helped to gain a proper insight and to understand that even the young
entrepreneurs consider culture and cultural differences as a significate factor.

The research is divided under different headings which are from different perspective as per
the primary data collected through various mediums. Each chapter will give a detailed
information about the particular heading and we can understand the things from scratch.
Marketing being the mysterious part of every organisation, using different strategies and
techniques. Cultural factor being the common in all has a larger success dimension to the
product evaluated.

The secondary data provided a guideline and support to carry out the research. The
government publications and advertisements for public welfare depicted how cultural
differences are considered and advertisements are released in different languages to reach the
masses. Similarly, books are published in different languages, each targeting a cultural group
and keeping the diversity. Some of these many factors helped in gaining that not marketing
but the cultural factors are considered in almost everything globally, in fact in the most
important decisions taken nationally and internationally for development. The corporate
world is also therefore responsible for development.
1.5 INTRODUCTION

The marketing strategies for reaching prospective consumers is an overall plan which is

significant for organisations as well as for the development of particular nation as it does find

out the needs and wants of the consumers and focus on providing the products that would

satisfy their need and will be profitable for the organisation. The marketing strategies hunt for

two aims in one go which leads to the development of the nation. The most vital factor which

the marketers consider while developing the strategies is the differences in people, their

culture, perspective, choices, interests and habits. Surveying all these factors, the overall term

used is consumers cultural differences which will be studied in particular after the marketing

research has been conducted successfully.

The cultural differences throughout the nation and globally considers sub factors such as

different languages, religion, personality, beliefs, past experiences, education level, social

standing and a myriad of other factors. While developing a product the target market is

selected as per the cultural characteristics, that are associated with education, occupation,

income, gender and social status.

Considering culture in the affairs of the organisation leads to larger development therefore

the topic cultural differences as a factor in marketing strategies was selected in order in gain

more insight.
2.1 MARKETING STRATEGIES

A marketing strategy is a big planning picture of an organisation which include factors like

product development and distribution, promotion and pricing approach. Identifying

company's marketing goals and consumers needs explains how company can achieve

development of an organisation profitably. Marketing strategy lends a hand to identify the

where the company has to focus that refers to the strength and weaknesses of the company as

well as to know the same about the competitors.

Long-term planning for achieving organisational and customer goals might include

developing marketing strategies. Therefore, a marketing strategy is a plan created to meet the

organization's marketing objectives. The strategic plan involves marketing research, choosing

target market, emerging a marketing mix and satisfying customers. These satisfied consumers

lead to formation of loyal customers for a particular product.

Example- An organisation can be the market leader by delighting customers this is possible

with good marketing strategy formulation. Having clear marketing objectives is beneficial for

an organisation, and will help to route achieving organizational goals. After creating its

strategies, an organization then carries out its daily techniques and tactics to meet the aims.

Marketing strategy formulation involves founding vibrant aims and objectives around which

the outline for a procedure is formed. It is this calculated planning course that deceits at the

heart of marketing. A marketing strategy is a process or model that enables a company or

organizations to focus limited resources on the best opportunities to increase sales and thus

achieve sustainable.
Marketing is therefore a process of emerging and executing a strategic plan these

synchronizes the behaviour of classifying, forestalling and satisfying consumers, in a

profitable way for the organisations competitive advantage.

Marketing strategy comprises all straightforward and longstanding happenings in the arena of

marketing which deals with the investigation of the tactical original conditions of an

organisation and the construction, assessment and assortment of market-oriented strategies

and consequently underwrites to the areas of the company and its marketing objectives.

Cultural differences are important because they have a profound impact on how individuals

see the world. Images, hand gestures, hues, tones, and symbols can all signify completely

different things in other cultures. Catchphrases and slogans that are verbatim translated into

several languages risk losing their original meaning, and regional variances in accent, diction,

and professional communication culture can make matters much more challenging.

Anthropologists have created a variety of cross-cultural models that can instruct marketers on

how to foster honest relationships between a company and its customers. A communications

expert and social theorist named Richard D. Lewis created one of the most widely utilised

models. According to his idea, three behavioural categories—multi-active, reactive, and

linear-active—can best classify civilizations.

Emotions and relationships were highly valued in multifaceted cultures. Cultures that react

negatively to authority are often more obedient and accommodating. Linearly active cultures

were less emotionally charged, more structured, and fact-driven. According to this theory,

many Latin American cultures are highly multi-active, whereas Asian cultures tend to be

more reactive, and Western civilizations are more frequently linearactive. Despite the fact

that these models can be a helpful guide, it can be detrimental to oversimplify certain

cultures. When developing localised material, there are various subtleties in translations,
context, and perceptions of colour and visual that will be at play. International brands should

work with local advisors, much as many businesses have chief compliance officers to ensure

that they adhere to local rules and regulations.

2.2 THE ASSOCIATION OF MARKETING WITH CULTURE

Culture has a big impact on the promotional strategies used to advertise products. Brands pay
attention to their consumers' cultural ideas because they want to seem to actually grasp how
culture affects a consumer's lifestyle.

Culture has a huge role in the world of marketing. The global market is made up of smaller
marketplaces. These tiny markets have separate languages and customs. For instance, there
are many cultural differences between India and the United States. Consequently, a business
that distinct marketing strategies depending on the national markets it promotes in two
cultures. Things that are tolerated in India but not in America don't happen very often.

These elements do have an effect on a company's performance on a worldwide level. For

instance, because to India's significant vegetarian client base, McDonald's developed the Mc
Aloo Tikki when it first opened there.

The following categories and subcategories can be used to organise and analyse information
on a nation's culture and way of life:

Material culture encompasses the bulk of the population's technology items, personal
mobility, and the availability of resources like power, natural gas, telephone, Internet, and
wireless communication.

Languages: A country's marketing, brand names, information collecting through surveys and
interviews, advertising, and how commercial transactions are handled are all directly
impacted by its original tongue.

Education: A region's literacy rate provides insight into its quality skilled labour force.

Religion: Religion has a big cultural effect on a lot of things, such how women are treated in
society, how food and drink are used, how people dress, and how they celebrate holidays.

Ethics and Values: How a nation's citizens behave ethically and morally affects how
marketers promote their goods.
Every nation has its own traditions, taboos, and standards. When creating global marketing
strategy, businesses must consider all of these factors, including how cultural differences
affect consumers' purchasing decisions and responses to the same product in other markets.
They actually need to comprehend how these marketing tactics affect regional cultures as
well.
Every seller should look at how consumers in various nations utilise and perceive particular
products before creating a marketing strategy. Surprises are often. For instance, compared to
Italians, the Germans and French consume more branded and packaged pasta. Italian children
enjoy snacking on chocolate bars sandwiched between slices of bread. For fear of going bald,
Tanzanian women do not give their children eggs.

Norms and business practises differ from nation to nation as well. Before conducting business
overseas, all business executives need to be informed of these statistics. The following
examples of various global behaviours illustrate how crucial it is to understand the culture of
the specific nation where you wish to launch your business:

Although Tough and Fast Bargaining works effectively in many countries, it is frequently
inappropriate in Japan and other Asian nations. Furthermore, in face-to-face interactions,
Japanese business owners hardly ever say "no."

When discussing business, South Americans prefer to stand or sit near to one another.
Another behavioural variation is the value placed on business cards when they are exchanged
by Japanese executives. They treat their cards with the same regard that they do people.
However, business cards are a standard item in many other nations. If they need it, they will
carry it with them; if not, they won't bother with it.

Businesses that comprehend this marketing principle typically have an edge before presenting
their product or brand globally. All nations' cultures are vital components. Country-to-
country cultural differences greatly influence consumer purchasing habits. You must take it
seriously if you want to grow your company globally. Therefore, having a thorough
awareness of cultural preferences, traditions, and behavioural patterns not only helps
businesses avoid embarrassing gaffes but also gives their brands and product lines a
competitive edge in global markets.
2.3 CULTURAL DIFFERENCES AND INFLUENCES

Before examining how culture affects marketing content practically, it is important to have a
clearer grasp of what culture is and how it might be divided.

Professor Geert Hofstede has pioneered study on the variations in cross-border cultures since
the 1970s. According to Hofstede Insights, a business established to expand on his writings,
"Culture is described as the collective mental programming that separates one group of
people from another in the human mind. This programming affects thought patterns that are
mirrored in the significance people assign to different parts of life and that crystallise in a
society's institutions."

According to Professor Hofstede's six dimensions of culture, you can compare countries to
identify significant cultural variations by comparing their national scores.

The six cultural aspects are: When persons who are less powerful inside of organisations
anticipate and accept that power is allocated unfairly, there is a high power gap.

In contrast to lower levels of individualism where individuals identify as interdependent,

higher levels of individualism are shown in countries where people identify as autonomous.

While high uncertainty avoidance cultures feel threatened by and want to control future
uncertainty, low uncertainty avoidance nations are more content to let the future play out.

High long-term oriented societies are often pragmatic, welcoming change rather than fighting
it and approaching it cautiously (normative).

In comparison to low indulgence civilizations, high indulgence societies have lower rates of
people being able to control their appetites and inclinations.

The majority of scholars concur that the most important part of culture that affects how we
act as consumers is values. Values are behaviours and norms that are acknowledged by a
society that is unlike from our own. For instance, nearly all cultures place a high value on the
freedom of thoughts, beliefs, and experiences, which gave rise to democracy, freedom of the
press, free speech, impartial judicial systems, freedom of product choice, and the freedom of
business to develop goods and new technologies without taking advantage of customers who
have the right to complain about subpar goods or services.
Hinduism and Jainism both hold the idea that material comforts and belongings should be
sacrificed for the good of others. This idea has inspired charity institutions like schools,
colleges, hospitals, and sanctuary free rest houses for society specially at religious places).
While this resulted in sophisticated educational and medical institutions, it also constrained
their commercial growth.

The over-reliance on faith and luck is another Indian concept, especially among Hindus.
Many people think that they will get whatever luck brings them. It is thought that no one can
obtain something before the appointed time and that no one can obtain anything beyond what
is in his or her luck. Compared to Americans, Japanese, or Europeans who feel that
everything is possible, it has left many individuals lazy.

In India, we adhere to spiritualism as opposed to western materialism. This has lessened the
desire for material goods and services, which is now changing owing to cross-cultural impact,
but spiritualism remains the fundamental belief. Therefore, it is often believed that Indians
are more trustworthy, a belief that has been disproved by recent political events and the
disclosure of countless frauds.

Many philosophers believe that because culture is such an abstract and tangible concept, it is
challenging to describe. Researchers claim that culture is a difficult topic to understand since
"its major focus is on the widest component of social behaviour in entire community." While
psychologists, sociologists, and anthropologists focus on only one facet of society, we
analyse society as a whole in the field of culture. In order to fully understand a society, it is
necessary to study all of its facets, including its language, knowledge, laws, religions, food
practises, music, art, and other antifacts that give it its unique character. Culture can be
thought of as the character of a society.

The majority of scholars concur that the most important part of culture that affects how we
act as consumers is values. Values are behaviours and norms that are acknowledged by a
society that is unlike from our own. For instance, nearly all cultures place a high value on the
freedom of thoughts, beliefs, and experiences, which gave rise to democracy, freedom of the
press, free speech, impartial judicial systems, freedom of product choice, and the freedom of
business to develop goods and new technologies without taking advantage of customers who
have the right to complain about subpar goods or services.
2.4 GLOBAL CULTURAL DIFFERENCES

Cultural values have a significant impact on managing international company and related
operations. The growing environment in people’s daily environments is different due to the
different cultures and education people receive, and can therefore be divided into different
groups. As a result, the relationships between the various cultural groups become increasingly
strained. It is challenging to establish close communication and even communication hurdles
would exist if there is no proper feeling of management. This article primarily examines
cross-cultural issues, elaborates on cultural factors in international business management, lists
cultural distinctions in international business management, and conducts an in-depth
examination of the function of cultural values in international business management and
related activities. The objective is to improve management.

There is a substantial corpus of research on the difficulties of intercultural communication

and collaboration: 95% of the studies examined, which totaled more than 1,100 and were
published in the Journal of International Business Studies over a 24-year period, focused on
the detrimental consequences of team member differences. Similar to this, a large body of
research has demonstrated that disparities in age, gender, or race can impede communication
between team members.

However, the performance of a team can also benefit greatly from the variations between
team members. Numerous studies have demonstrated that teams with less homogeneity are
more creative. These teams also take into account more choices, thoroughly evaluate the
facts, are less likely to fall victim to groupthink, and eventually come to better decisions.

Managers must take the tasks at hand into account when creating a team. Contextual variety
would be advantageous for projects that call for originality and unusual thinking. This goes
beyond racial or demographic diversity and also takes into account the variety of
backgrounds and cultural situations that team members have experienced.

A team that is less diverse personally could be able to complete a job more swiftly and
efficiently if it calls for the fulfilment of more routine duties and does not demand innovation
or complicated problem-solving. When assembling the team for a typical assignment like
this, it is unnecessary to emphasise individual differences. Instead, managers should actively
support the team to promote improved interpersonal dynamics, team atmosphere, and
communication. Managers should think about these factors when creating a team.
Regardless of the work, it is important to use the following two tactics to fully capitalise on
the advantages of team diversity while resolving the related problems. Regardless of the
work, it is important to use the following two tactics to fully capitalise on the advantages of
team diversity while resolving the related problems.

In order to lessen the negative effects of personal diversity, organisations should first employ
cross-cultural communication and diversity awareness training to foster cultural sensitivity
and passion for working with individuals from different backgrounds. Initiatives and rules
that reduce bias and stereotypes while promoting friendly interactions amongst team
members from different backgrounds would be beneficial for any diverse team. For GVTs in
particular, more instruction in using online communication and collaboration tools would be
beneficial.

Second, open communication between team members is necessary to fully benefit from
contextual diversity's potential to increase creativity and innovation. Therefore, the
workplace must promote such communication and provide opportunities for brainstorming,
kind comments, and dialogues, as well as for disagreement and scathing criticism. On such
teams, individuals with connections to other cultures who can serve as interpreters between
team members from different cultures would be very helpful.

Nevertheless, it is crucial to remember that contextual and individual variety cannot always
be separated. For instance, a team with more nationalities typically has a higher level of
contextual and personal variety. As a result, although it is important to anticipate and handle
any potential problems brought on by personal variety, contextual diversity is more likely to
have positive effects.
2.5 CULTURAL DIFFERENCES IN PRODUCT EEVALUATION

In order to understand why some items are better or worse viewed, product evaluation
research has a long heritage of analysing how people evaluate a product from the product
itself. When consumers are making purchases, they frequently keep in mind the memories of
high-rated products. Perceptions that fit well would be viewed favourably compared to those
that don’t. According to our research, culture has a significant impact on how customers react
to product reviews that are based on design. Due to contrasting thought processes across
cultures, Westerners and Easterners judge items in different ways. The appraisal of design-
based products differs between two cultures. Most of the time, Easterners rate new packaging
products more than Westerners do.

Particularly in the age of a global market where there is a significant likelihood of

discrepancy between the designer’s goal and the consumer’s response, culture plays a crucial
part in the success of product design. However, it can be difficult to define and quantify the
role of culture.

In the current paper, we used Repertory Grids to examine discrepancies between Chinese and
UK participants’ assessments of designs, which came from both Chinese and UK students.
To integrate the study of the gathered qualitative and quantitative data, Honey’s Content
Analysis and Principal Components Analysis approaches were used. The findings reveal that
while applying distinct evaluation criteria, the two groups had a tendency to concentrate on a
comparable spectrum of design elements (such as aesthetics, form/shape, usability,
innovation, and usefulness). It was discovered that the designs from the UK and China stood
out from one another and tended to appeal more to those with similar cultural backgrounds.
The results highlight the value of including culture into design education and show how
culture and design interact.

It can be difficult, especially for immigrants, to select a particular consumer goods. For
customers to understand why and how they select a specific brand or product, a number of
hypotheses have been put forth. Consumer behaviour researchers have looked into how a
consumer forms an attitude toward a brand in great detail among the various attempts. The
belief system and the judging standards are said to be the two main factors affecting a
person's attitude toward an object. Both direct personal experience with a brand and indirect
methods, such interpersonal relationships and media sources, can influence a person's
perception that a brand exhibits specific qualities.
2.6 UNDERSTANDING SENTIMENTS

All design ultimately elicits an emotion because it is present in everything around us. Each
time we are exposed to a new situation, we have an emotional response, such as liking or
disliking it, feeling elated, happy, or frustrated. We "feel" it. It's personal.

There is a proverb among designing experts that goes, "Whether or not a product had UX,
engagement with it causes an experience." If you look at industrial design as an example, you
will see that its final products provoked an emotion from their audience, whether it was
positive or negative, satisfying or aggravating.

Where culture has the biggest influence is in the second part, the evaluation criteria. A
consumer evaluates a product based on certain characteristics they believe are important
when making the decision to buy it. They serve as the main criterion for judging how people
feel about a brand. These standards may be factual or emotional. Consumers are impacted by
culture in two ways. First, culture offers a general consensus about the qualities that are
relevant and significant in making a purchasing decision. Furthermore, culture often
emphasises subjective standard by giving consumer goods in a society an underlying
symbolic value.

If multiculturalism is factored into the equation, the cultural impact on the perceived
significance of product qualities becomes a more challenging issue. The culture of origin or
the culture of the new host country may have an impact on how immigrants feel about a
brand. According to the classic progressive learning model, acculturating people usually fall
somewhere between being fully assimilated and being fully ethnic. They are more likely to be
impacted by the norms and customs of the majority culture when they have attained a very
high level of acculturation, which will affect how they evaluate product features. The
judgement of a product's features, however, may be influenced by the immigrant's native
culture in some circumstances where they want to or are forced to remain separated from the
host culture.

Think about how UX design is defined as "considering how a user interacts with and
responds to an interface, service, or product."That response conveys feeling. In addition to
being helpful and practical, user experience designers strive to design products that have an
emotional impact on the user while they are using them—typically a positive one—and to
maintain that emotional impact throughout the user journey.

While we discuss psychological design, we're referring to how the user is impacted by a
product's design or by interacting with it. Digital design functions on the perceptual,
behavioural, and reflective layers of the brain on a moment-by-moment basis when "in the
flow." These stages are delayed: sensory comes first, followed by behavioural, and finally
reflective. But more on that in a moment.

A development of design concept, or industrial design, which largely adheres to the highly
predictable function fashion popular since the early 20th century, is emotional design. The
philosophy behind it is that an object or structure's shape should be primarily determined by
its function and purpose, rather than by aesthetics.

In fact, emotions alter how the human brain functions. Negative experiences constrict
people's thinking, cause anxiety, and make them tight and worried. They focus the brain on
what's wrong. We don't feel "in the flow" or at liberty. We experience limitations and
frustration. Anger might develop if a website or app is poorly designed and doesn't live up to
expectations. We call this "computer fury" As a result of our increased heart rate and
frustration, we leave the website and remove the App. This is an illustration of "design gone
wrong," which results in strong emotion. A successful emotional design evokes pleasure as
well as feelings of safety and security.
2.7 Results

Dealing with Emotional Designing is important for a variety of reasons. Here are three
significant impacts that emotional design may have on customers' experiences using a
product, provided that it is used effectively

Consumers appreciate the product. All they do is use it for fun. Due of their enjoyment, they
even discuss it and return. The impact of a satisfied customer on the product's commercial
worth is frequently overlooked by product teams.

Increased endurance for errors or flaws. Positive moods influence how things are perceived
by the person. Users are more like to overlook minor flaws or other merchandise flaws if they
are happy, as in a pleasant surprise. An illustration of this is the animation that appears in
Chrome when there is no internet connection. 

Feelings triumph over reason. The forebrain region that is susceptible to interpretation is
usually higher than the area of the left hemisphere of the brain that can be seen. Even though
our analytical brains warn us that something is overpriced, we nevertheless buy things
because we want them and find them enjoyable. We value aesthetic attractiveness and choose
products that meet our needs for it.

Several businesses continue to underestimate the power of emotional design, and making
their products enjoyable to use can help them stay competitive. Emphasizes that building
individual emotions is more important than merely creating software platforms or web sites.
3. CONCLUSION

Culture has a huge role in the world of marketing. The global market is made up of smaller
marketplaces. These tiny markets have separate languages and customs. For instance, there
are many cultural differences between India and the United States. A corporation that
advertises itself in two nations must thus use various marketing strategies based on the
national cultures. Things that are tolerated in India but not in America don't happen very
often. It is impossible for Indians to favour the fashion or food that American customers
favour.

Corporations frequently underestimate the wider appeal of their products outside of

traditional ethnocultural limits by relying too heavily on simple cultural beliefs.

Regional preferences are acquired through time and aren't always influenced by the ethnic
background of a person's family. As a result, a person's tastes in music, sports, food, and
fashion can be very personal and not always tied to their cultural heritage.

Big cities where different ethnic groups have a big influence on spending on goods and
entertainment are where you'll most likely discover people with various tastes.

Marketing communications that are direct or indirect, explicit or implicit, scientific or

emotive, are received differently in different cultures. While some people (like the Germans
and Americans) connect better with supporting information, others (like the French and
Italians) do better with "dream-oriented" fantasy pitches. Some groups respond better to
persuasive messaging. Persuasive or dream-like marketing is more likely to have an impact
on cultures that are more fatalistic.
4. BIBLIOGRAPHY/ REFERENCE

Strategic brand management by Kevin Lane

Handbook of Cross-Cultural Marketing by Erdener Kaynak, Paul Herbig

Scholarly articles: https://journals.sagepub.com/doi/abs/10.1177/002224298905300102

https://www.forbesindia.com/article/university-of-north-carolina-kenanflagler-business-
school/the-effects-of-culture-on-marketing-effectiveness/43347/1