SVKM’S NMIMS SOL, NAVI MUMBAI

SVKM’S NMIMS SCHOOL OF LAW, NAVI MUMBAI,

MAHARASHTRA

TITLE: THE FOOTPRINT OF CULTURE ON CRAFTING

MARKETING CAMPAIGNS AND CONSUMER BEHAVIOUR

Under the directions of Prof. Dr Keshab Nandy

Name: Ryssa Lemos

Roll no: A158

Email id: ryssa.lemos060@nmims.edu.in

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DECLARATION
I, Ryssa Lemos declare sincerely the content of this research paper titled “THE FOOTPRINT
OF CULTURE ON CRAFTING MARKETING CAMPAIGNS AND CONSUMER
BEHVIOUR.” to be a representation of my work and analysis. I furthermore assure you that
this work has not previously been published for academic or publishing purposes. The material
used has been given due credits wherever necessary.

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ACKNOWLEDGEMENT

I would like to take this opportunity to thank my Professor, Dr Keshab Nandy for his continued
support and encouragement and also to the director and the faculty in charge Miss Manisha
Band of our School of Law who has constantly pushed us to do better without which the
completion of this research paper wouldn’t have been possible. I would also like to extend my
gratitude towards my classmates for their cooperation.

Finally, my deepest gratitude to my caring and loving parents whose support worked like a
miracle in rough times. My heartfelt thanks.

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Sr. TABLE OF CONTENTS Pg

No No

1. ABSTRACT 5

2. INTRODUCTION 6

3. REVIEW OF LITERATURE 8

4. OBJECTIVES OF RESEARCH 10

5. RESEARCH QUESTION 10

6. RESEARCH METHODOLOGY 10

7. RESEARCH ANALYSIS 11

8. CONCLUSION 18

9. REFERENCES 19

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ABSTRACT
Both individual and institutional consumption patterns are strongly influenced by cultural
norms and values, with variations occurring due to differences in cultural values. Multiple
businesses owe their inceptions to cultural factors. Brands that have found success in a given
market have done so because their branding strategies reflect the prevailing cultural mindset of
that area and weave the brands into the fabric of that culture. Customers in India, although
seeming to be the most attractive part of the country's commercial environment, are very
sensitive and demanding. Another factor is the proliferation of Indian companies that provide
high-quality goods at reasonable costs. Only by adapting to the local environment and culture
can global and local corporations succeed. The worth that consumers place on products and
services may vary from one culture to the next, despite the fact that consumer spending is a
worldwide phenomenon. We demonstrate that consumers' valuations of goods and services are
shaped not just by their own preferences, but also by their own internalised cultural conventions
and values and the external environment in which they are formed. The research article aims
at understanding the footprint of culture on the Indian society that largely impacts the
marketing strategies. It also gives an analysis of few brands that have differentiated their
marketing programs to fit the Indian culture. Lastly it analyses the relevance of culture in
modern marketing as the society advances with technology.

Keywords: Culture, ethnicity, cultural marketing, Indian society, metaverse marketing.

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INTRODUCTION
By working together throughout time, the inhabitants of a certain area develop shared
behavioural norms that we refer to as their culture. Intelligence, ideology, creativity, morality,
ethics, and rituals may all fall within this category. In a nutshell, culture incapsulates the
manner of life of the inhabitants in a certain region at a certain point in time. "Culture represents
and communicates all the dimensions of our life starting from faith to cuisine to clothing to
communication to relationships to entertainment to what we think is good or wrong to how we
sit at the table to how we welcome guests to the extent of how we treat our loved ones."

In many past societies, ethnicity was a prominent characteristic. In contemporary contexts, the
term "ethnicity" first refers to a group identification that involves important moral quandaries.
The phrases "ethnicity" and "ethnic group" refer to the identity that is assigned to individuals
or groups based on their unique cultural characteristics, such as religious beliefs and language.
An ethnic identity is one that is predicated on the assumption of a shared past and cultural
heritage. Both ethnic identification and ethnic association have an impact on ethnic identity.
Individuals' feeling of belonging to a community and the traits of the group as described by its
members are referred to as ethnic affinity.

What makes the Indian Market different?

India is a blending bowl of many racial, ethnic, and cultural groups. Its expanding population
has created additional marketing opportunities, coupled with cultural and regional variety.
Additionally, the corporate and political environment is favourable, and the incredible rate of
digitalization makes this a thrilling period for the brand marketing panorama. However, in a
heterogeneous country like India, brand marketing techniques must be more specifically
tailored to each target customer demographic. The "one-size tailored" approach is no longer
appropriate due to the emphasis on a performance-driven marketing plan.

Each person's cultural upbringing serves as a blueprint for their actions. It's a key factor in
getting people to pay attention to and support a brand. For this reason, it is crucial for businesses
to include regional cultural elements if they want to maintain their momentum in the pursuit of
their desired end consumers. Brands that successfully tap into a new market do extensive
research on the local palate and flavour preferences before introducing their products. Due to
the country's size and diversity, India's landscape takes on a wide range of hues and tones
depending on the location. A person’s cultural background is the bedrock of their identity

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permeating in every aspect of the way they live- their diet, their style, their ethics, or their
religious convictions- it carries great emotional significance.

Marketers must go above and beyond for a varied nation like India with various geographical
markets, ethnicities, and traditions in order to benefit from their marketing initiatives. The
success of your organization depends on your ability to comprehend the fundamental principles
and beliefs of the community and how they may impact the workplace.

The effectiveness of your endeavour might greatly be impacted by having local assistance. The
secret to effective marketing is knowing the rhythm of your target audience. It is crucial to have
knowledge about the lifestyle, consumption habits, demography of the audience you cater too if
they come from a varied cultural background, ethnicities, and ethnic groups.

Adopting a culturally appropriate marketing approach as part of a larger marketing plan can
help your business connect with the target market and provide you a competitive advantage.

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REVIEW OF LITERATURE
MacInnis, D. J., Torelli, C. J., & Park, C. W. (2019)1 Learning about a civilization's culture
entails learning about everything that makes up that society. Societies acquire their own
identities via their language, knowledge, laws, and conventions. Culture is described in terms
of consumer behaviour as a society's accumulated set of shared norms and expectations for
how individuals should act. Consumers follow the examples set by their beliefs and values,
while they follow the norms of their traditions. The purpose of a society's culture is to meet the
requirements of its members. It provides "tried and proven" ways for meeting physiological,
emotional, and social demands, thereby bringing structure, purpose, and guidance to all stages
of human problem resolution. Srinivasan, R., Srivastava, R. K., & Bhanot, S. (2014). 2

furthers the concept of culture by bringing the concept of ethnic identity. When a product's
associated value or tradition is no longer tolerated because it fails to provide for basic human
requirements, the product has reached cultural obsolescence. One facet of ethnic identity is the
way in which members of a certain ethnic group see and interact with one another within the
context of their wider larger society. The word "ethnicity" has been defined in a variety of
ways, implying a set of shared characteristics including culture, language, faith, ethics, and
protocol. According to Cid, J. (2017)3cultural norms have a role in shaping the purchasing
habits of individuals from various backgrounds and locations. The International marketing
arena that wants to influence customer behaviour by catering to their preferences have been
researching other cultures. It's possible for product or service quality to suffer when there's a
cultural gap between a company and its customers. The wide variety of human culture makes
it challenging for marketers to grasp the varying concept of culture. There is a distinct character
to every culture, and that character is always evolving in reaction to external and other
influences. There is an intimate connection between consumer behaviour and cultural norms.
Marketers may learn to understand consumer psychology by studying cultural differences. It's
clear that location, population, and religion all have a role in shaping cultural norms and, by

1
MacInnis, D. J., Torelli, C. J., & Park, C. W. (2019). Creating cultural meaning in products and brands: A
psychological perspective. Journal of Consumer Psychology, 29(3), 555-562.
2
Srinivasan, R., Srivastava, R. K., & Bhanot, S. (2014). Influence of ethnicity on uniqueness & snob value in
purchase behavior of luxury brands. Journal of research in marketing, 2(3), 172-186.

3
Cid, J. (2017, December 16). Influence of culture on consumer behavior and its impact on businesses.
Academia.edu. Retrieved October 20, 2022, from
https://www.academia.edu/35445371/Influence_of_Culture_on_Consumer_Behavior_and_its_Impact_on
_Businesses

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extension, how people in different societies think. Satisfaction, brand loyalty, customer
retention may be seen as an indicator of how well a company understands and manages cultural
norms and customer preferences. Moreover, Pitta and Franzak, (2008)4, emphasise a crucial
notion of branding by stating, A brand is an embodiment of the product – “what it does, how
well it does it, who did it, and how it feels after having done the same.” Marketers need a deep
understanding of their target particular demographic culture, behaviour, and way of life in order
to effectively reach them. To be successful in the target market, they need to learn these ideas
and modify their approach accordingly. Recognizing the significance of local customs in
advertising and application is the first hurdle to overcome.

4
Pitta, D. A., and F. J. Franzak. 2008. Foundations for building share of heart in global brands. Journal of
Product & Brand Management 17 (2): 64–72.

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OBJECTIVES OF RESEARCH
The research directs to investigate the footprint of culture in the Indian market and an analysis
of how Indian brands have tapped into the cultural aspects of Indian consumers driving a sense
of affinity. The objectives can be divided into:

1. To analyse the footprint of race, ethnicity, and culture while marketing in the Indian
society.
2. To examine how brands have tapped into the cultural aspects of the Indian society and
to analyse the brands that have promoted culture in India.
3. To analyse the relevance of culture in the era of metaverse marketing.

HYPOTHESIS
H1: There will be a notable impact of race, ethnicity, and culture while marketing in the Indian
society.

H2: Companies that manoeuvre cultural aspects in their marketing strategy have a positive
impact on the attitudes of consumers.

H3: There will be a significant impact of culture even in the era of metaverse marketing.

RESEARCH METHODOLOGY
The research approach followed is another crucial step while writing a research paper. The
research conducted has considered secondary resources of data. The current study uses
qualitative techniques to collect the data and has applied a theoretical approach. Here secondary
data has been collected using books, journals, articles and already filled in surveys. After
compiling the data, it has been analysed to the extent of fulfilling the research objectives.

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RESEARCH ANALYSIS
1. To analyse the footprint of race, ethnicity, and culture while marketing
in the Indian society.

An individual's conduct may be mapped out with the help of cultural norms. An important
aspect in persuading and enticing consumers to commit to a brand's product or service is played
by this factor. Therefore, it is crucial for a company to shape themselves under the impact of
the location in order to fortify the foundation upon which the brand's pyramid will be
constructed. Most businesses expanding outside their initial geographic core continue with
what's proven to work. However, it's not enough to assume the brand will sell itself due to its
provenance or authenticity alone. In order to start out on the right foot and reduce its risk, a
company should try to figure out who its customers are, what they need, and how the current
offerings are falling short. Therefore, the cultural mixing serves as a mitigating indicator as it
addresses the residents' ethnicity and ethics. The growth of the Indian market as a result of
internationalization is the best illustration. In order to maintain a foothold in this age of
cutthroat competition in both remote and urban regions, many worldwide companies adapted
to the ethnic mixtures.

Many individuals’ emotional models of marketing revolve on its function in the marketplace.
However, there is more to marketing than just making a profit. It peddles hopes, ideals, and
lifestyles as commodities. Given India's many cultural subsets, it's no surprise that the country's
advertising sector has thrived: a larger pool of potential customers means more money in the
bank. As was previously noted, once the Liberation policies were enacted in the country, global
firms poured in and the Indian market became saturated with exotic products. In addition,
demand for these goods skyrocketed. The tremendous growth of the Indian market has meant
that consumers can get just about whatever they want, from homemade items to high-end
consumer electronics. One of the most notable areas of growth in the Indian market has been
digital technology. Marketing on broadcast media like TV sets and radios, in print media like
magazines and newspapers, and on billboards that can be seen in almost every urban area is
the traditional means of advertising in the Indian marketing culture. However, with the rise of
social media and its meteoric rise in popularity among Indians, several businesses began to
embrace digital marketing strategies that used this new medium.

Race, ethnicity and culture influence branding: When it comes to the success or failure of a
brand, cultural variations are undeniably significant. When expanding into new markets,

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companies must strike a balance between standardising and customising their offerings so that
they appeal to the targeted consumers and localising their marketing efforts so that they
resonate with consumers in the target areas.

Entwine the brand into the cultural thread: By giving consumers a place to engage with the
brand on their own terms, the social media platform has become a potent tool for businesses
looking to become more embedded in their communities and the local culture. In order to
collaborate with your target audience in the development of your brand's value, it is essential
to establish online discussion forums and online brand communities. Marketers may take
advantage of cultural variations by incorporating the brand's spirit into everyday life.

In recognising these distinctions, many companies have found traction when expanding their
brands into new areas. For companies to fully capitalise on cultural opportunities, they need to
be attuned to cultural nuances and adapt appropriately. Brands that study the numerous
examples of successful branding and modify their approaches to better match the tastes of their
target audiences may turn cultural differences from a hindrance into an advantage.

2. To examine how brands have tapped into the cultural aspects of the
Indian society and to analyse the brands that have promoted culture
in India.

India has long been lauded as a land of abundant visual culture, a fusion of many communities,
cultures, and traditions. It's recognising that there's a civilization out there made up of people
who all behave differently because of the things they buy, how they live, what they wear, and
the interests they pursue. It's important to take into account that different cultures have
distinctive patterns.

I. McDonald’s

McDonald's had significant difficulties in India due to the country's cultural diversity. The
largest beef burger manufacturer in the world was ready to set up its company in a nation where
cows are worshipped as sacred animals. Vegetarians and non-vegetarians who don't eat
cow meat were expected to make up bulk of the market. In addition, the prices were well
beyond what the average Indian customer could afford. As a result, the business had to perform
a lot of analysis in order to determine the best combination of menu items (including the

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company's strengths and varieties) and their respective costs. McDonald's also faced stiff
competition from the many long-established local food businesses that offered lower pricing
and a better understanding of customer preferences than the fast-food giant. McDonald's
flexibility in responding to challenges was the most interesting process observed. So that they
could better serve their audience, the firm decided to experiment with localizing their product.
Aside from their stated policy of not serving steak or pork, the restaurant also offered a number
of vegetarian options. The business made an extra effort to accommodate religious and cultural
preferences by establishing separate vegetarian and non-vegetarian food preparation areas. It
marked the debut of the first vegetarian eatery at one of India's sacred locations, Gujarat. The
food of the Gujrat establishment takes into account the local Jain community, who abstain from
eating root vegetables. McDonald's Aloo Tikki Burger, which has a fillet consisting of mashed
potatoes, peas, and seasoned with Indian spices, is a value deal at about 58 ripees. McDonald’s
has set its foot in the Indian market and hopes to expand more leaving an imprint in the Indian
society.

II. Paper Boat

“Hector Beverages” of Bangalore, India, manufactures and distributes Paper Boat, a non-
carbonated beverage and energy drink. First introduced to the Indian market in August 2013,
Paper Boat markets itself as an indigenous beverage with a long and storied history and a
commitment to sustainability owing to its use of recycled paper. Flavours and fruits, including
those that grow in the Indian region, were used to make the beverages. In the end, it was the
festivals that served as the impetus for its marketing and beverage development. Paper boat
used the regional flair of each drink to attract customers. It first introduced “Drinks and
Memories”, a collection of beverages inspired by traditional Indian tastes including “Jamun
Kala Khatta, AamRas, Anardana, and Kokum.” The fact that they are common spices in every
Indian kitchen ensures an instant emotional connection with the target audience. The
advertising was enhanced by the use of R. K. Narayan’s well-known “Malgudi Days” as
musical accompaniment and the voice over work of Gulzar to create an emotional connection
between the brand and the buyer. In addition, Paper Boat pioneered the use of special beverages
for celebrations. “Thandai, an almond-flavored beverage”, was aimed at the North Indian
market around the time of Holi; “Panakam, a jaggery-based drink” and “Kachi Lassithat”, was
aimed at the Southern Indian market around the time of Ram Navami and Baisakhi; and “Rose
Sharbat” was planned to be introduced during Ramzan. The reason these beverages were
created (or were slated for release) is because of the strong associations their tastes have with

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certain holidays. While competitors like Mondelez, Pepsi-Co, and Mountain Dew have tried to
capitalise on the festive season with limited-edition products and limited-time offers, their
efforts have largely focused on cross-promoting their already-existing products rather than
developing a seasonal beverage from scratch. The notion of “special beverages” was developed
to capitalise on the rich cultural heritage of a nation where “special drinks” are prepared for
almost all religious holidays. With time, this aided Paper Boat in assembling the best possible
line-up of products.

III. Amul

Amul, marketed as the “Taste of India”, encapsulates everything that is associated with the
goodness of milk. The brand makes sure that the campaigns' "Indianness" develops as India
does, which is what makes it so relatable to Indians. Amul has struck a sentimental chord with
the Indian population evolving as a brand of the country. The happy young girl has represented
the face of the Company and a vivid memory of our childhood that we have all grown up with.

IV. Sabyasachi

The Sabyasachi brand was created with the intention of inspiring a sense of national pride in
our heritage and traditions. A core part of the Sabyasachi brand has always been the designer's
love for indigenous Indian arts and techniques. Though Indian design has always been shaped
by local norms, recent years have seen a shift toward conformity with international styles. As
a result, many Indians now speak and dress like their colonial masters. Festivals and other
joyous events are good opportunities to break out the traditional garb. While luxury fashion
houses like Dior and Chanel have established themselves in the clothing and jewellery market,
such instances in the Indian fashion business are often restricted to temporary collections and
unique partnerships. With an impressive portfolio of designs, Sabyasachi Jewellery may be the
rare example of an Indian fashion designer cracking the tough code of developing a successful
clothing and jewellery company. Like his couture, Sabyasachi's work is opulent and enormous,
pushing the boundaries of conventional craftsmanship with its unconventional forms and
material combinations.

Although Sabyasachi is a luxury brand that doesn’t cater to all sections of the Indian society,
it has engulfed the cultural emotions of the society wherein every bride in India hopes and
desires to be a “Sabyasachi Bride”.

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Marketing campaigns’ overall performance is closely correlated with how they are received in
various cultural contexts. Because of this, corporations now tailor their marketing strategies to
the cultural norms of the societies they want to penetrate into. In order to craft a message that
meets the requirements of the people in that community, it is necessary to have a deep
familiarity with their culture and values.

3. To analyse the relevance of culture in the era of metaverse marketing.

Modern culture is taken for granted in the corporate world, particularly in marketing. It's easy
to brush it off, yet it goes well beyond passing trends. It is only by understanding and catering
to cultural norms that marketers can increase customer involvement, brand awareness, and
revenue. When it comes to developing a successful brand and company, ignoring the role
culture plays is the same as accepting a position of inferiority. With the emergence of AI and
Metaverse we are about to see a revolution in the marketing strategies. In the era of metaverse
and technology aided by AI, marketing will have to encapsulate a broadened horizon of culture
which in itself is a broad concept. When we say “culture” it encompasses all the things that
occur beyond the four walls of the corporation. The metaverse, in its broadest sense, is a
network of interconnected virtual and real-world spaces where individuals and organisations
may interact in real time to create a new market that transcends traditional boundaries. The
metaverse is an online space designed to be as realistic as possible in simulating our everyday
lives. Avatars are used to represent people in the metaverse, where they may carry out a wide
range of activities such as socialising, working, owning property, and making purchases and
sales using a variety of virtual currencies.

Today more than ever before, the fabric of our everyday lives is permeated by the virtual world.
An ideal situation for metaverse. The metaverse has the potential to introduce a novel type of
culture (Metaculture), just as every technological advancement inevitably gives rise to new
forms of expression that have an impact on our everyday lives. In the same way that diverse
cultures (society-driven) may attract distinct user groups, metaculture is an essential aspect of
metaverse applications. Cyberculture emerged with the rise of the Internet and has been defined
by its emphasis on virtual gatherings, open communication, and shared knowledge. To these
already complex interpersonal relationships, metaverse will add a new set of norms and values.

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Even in the virtual reality space, consumers, as a whole, will have an insatiable need for truly
interactive experiences driven by their cultural instincts. This idea is the foundation upon which
the metaverse stands. Advertising formats such as social networking carousels and static
advertising have become tiresome to the public. Now is the time to make memories that will
last a lifetime by fostering experiences that are deep, engaging, and participatory. Metaverse
allows you to create your avatar which will come from notions deeply engrained in your culture
or maybe defined by a new tradition that entices you. But, culture as a concept will still stay
relevant in an augmented reality. Whatever strategy you choose, the key to successful
marketing in the virtual world is in maintaining a constant presence, actively engaging your
audience, and fostering connections.

As multiculturalists, we are used to defining culture as the shared norms, assumptions, and
practises of a society or group. Culture emerges from the shared norms, assumptions, and
practises that emerge as a result of a people's shared memories. Culture enables us to get along
as a community without constantly renegotiating the boundaries of acceptable behaviour. The
metaverse might do away with that framework and the sense of safety it provides. Culture may
be rethought, and freedom of thought might be encouraged along with reconstructing cultural
assumptions. One possible solution to cultural problems is found in the metaverse. Can we
construct a place where our habitual, unspoken preconceptions are brought to light through a
process of cultural reappraisal? Can it help marginalised communities get their voices heard
and address issues of racial discrimination? Can you put a society's cultural norms into a virtual
machine?

The human brain has the potential to become the cultural operating system in the metaverse;
thus, the metaverse might give opportunities design a work environment that supports our
company's goals, encourages people to contribute their best work, and promotes open
communication and teamwork. There will be a chance to foster independence and creativity
without stifling the teamwork and solidarity that make successful enterprises possible.
Realizing and controlling one's own emotions and actions are of paramount significance in the
metaverse. Since there will be fewer indications to help us understand what others are saying
and doing, we must train ourselves to conform to the accepted standards of the group in order
to prevent misunderstandings.

While there is a real danger of hurting inclusivity, the metaverse also has enormous potential
for fostering community and re-evaluating cultural norms and personal identities. As

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multiculturalists who spend a lot of time in the virtual environment, we are really excited about
the possibilities presented by this new era, but we also recognise that it is difficult to tell how
much of the promises made are based on marketing assumptions and how we will be able to
achieve it in actuality. Finally, we need to keep virtual reality a secure and inclusive place for
everyone to enjoy.

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FINDINGS
1. There is a significant impact of race, ethnicity and culture that defines our lifestyle
while marketing in the Indian society.
2. The organisation’s that take into account the concepts of culture and diversity will leave
a positive impact fostering a good brand image with a large customer base.
3. The relevance of cultural factors will always be present even in the era of metaverse
marketing defining new realities of culture.

CONCLUSION
Companies that are expanding their operations always seek for new possibilities. Whatever the
case may be, tailoring your products and services to distinct ethnic groups may assist your
company to break into previously untapped consumer areas. According to the results of this
research, it is clear that a company's efforts to become well-established in a given market's
cultural context are crucial. From the advent of traditional to modern and leading up to futuristic
(metaverse) marketing, the influence of culture will always remain a relevant factor.

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