Cross Cultural Effects

Nikita Rungta
Ankita Agarwal
Mitali Panchal
Santosh Rathod
Megha Dhoke
INTRODUCTION
 Australia has a population of approx 20
million
 The large majority of the population (93%)
has a European heritage, primarily English.
 Christianity the largest religion (75%)
 Australian culture has been strongly influenced
by British culture and European culture and
more recently the culture of the United States
of America
 Australia enjoys a wealth of ideas, cuisines
and lifestyles
 The census reported that 23% of the
population is foreign-born, and over 40% of
Australians are of mixed cultural origins
 Every four minutes and eight seconds
Australia gains another international
immigrant
 The demographics of Australia show it to be
one of the most urbanised populations in the
world
 The majority of Australians live on the coast
 Many foreign-born Australians came from
Italy and Greece after WWII, but recent
immigrants have mostly come from New
Zealand, UK, China, Vietnam, Africa and
India
RETAIL SCENARIO
 Retailing is Australia’s major economic
force and its largest employer, providing
a platform for entrepreneurship and
innovation.
 Over the past 50 years, Australian
shopping centre developers have become
leaders in retail development and
management throughout the world.
CONT…
 Australia also has many open air shopping
centers and retail strips
 Frequently enclosed centers also have an
outdoor component
 Enclosed, air conditioned centers provide
respite from the summer heat in the
warmer states.
 ‘BULKY GOODS CENTRE’
CONT…
 According to Australian Bureau of
Statistics, there are:-
More than 77,000 retailers in Australia
Operating more than 200,000 retail
outlets
Producing more than $200 billion of
annual sales
Growing at more than 6% compound per
year
CONT…
 It is estimated that more than 50% of the
adult population is currently working or
has worked at some time in their life in
the retail industry.
 Many of the richest families in Australia
owe their wealth to the retail industry
CROSS CULTURAL
COMMUNICATION
 Very friendly and open culture
 “G’day!” the informal “Hello!” is overuse by
tourists.
 They expect one’s work to speak for itself,
so they are not impressed with your
position, title, or status.
CONVERSATIONS AND
NETWORKING
• English is the spoken language.
• Shaking hands when meeting and when
leaving is a common practice.
• Although uncommon, some women may
greet each other with a kiss on the cheek.
• Smiling and looking at the person’s face is
encouraged on greeting and it is appropriate
to say hello and introduce yourself.
• Exchanging business cards is common among
professional workers.
• They are open and friendly, but directness is
valued
• Opinions are respected, and opinionated
discussions are entertaining.
• You should be an active listener, and can ask
if you do not understand something in the
conversation
MEETINGS, PRESENTATIONS,
AND NEGOTIATION TACTICS
• First names are used almost all the time
• People talk slower or faster depending where
they are from
• Conversation is hard to understand as words
are often ‘cut off’ before the end and they
tend to run together
• Appointment times can be delayed-many
people obtain a mobile phone number and
ring before the allotted time to say that they
have been delayed and will be there soon
• You are expected to look people in the eye
during business meetings
• You can take notes on paper during a
meeting
• You should turn off your mobile phone during
a meeting as soon as all guests have arrived
• Not everyone feels comfortable shaking a
woman’s hand
BUSINESS ATTIRE
•Men wear a conservative dark business suit and tie. But different
clothing styles may be used depending on the industry, the
location of the meeting, the nature of the discussion (it is alright
to ask questions about appropriate dress)
•Women may wear a dress, or skirt and blouse, for business.
•Informal clothing is appropriate when not attending business
functions. Casual pants are fine for both men and women.
•Women who wear red suits can be considered aggressive
•Women are perceived as more professional if they wear light make
up/ cosmetics
•It is better to over dress than to under dress. Even if you are not
as well off as someone else, you are expected to dress similar to
them.
•Men are expected to shave each day and keep their beard,
moustache, nose, eyebrows and ear hairs neatly trimmed
CROSS CULTURAL INFLUENCES
• One should not hype about themselves, their
company or any other information
• Personal information can be discussed – but
only reveal what you are happy to have
passed on to someone else.
• Men should not become physically
demonstrative with another man, or wink at
a woman.
• Sightseeing and sports are good
conversational topics.
• Do not try to discuss topics you are not familiar with
• Pretending to know a lot about something when you
have just read some basic information is not a good
idea
• Being punctual is critical.
• One should maintain good eye contact during
meetings and conversations.
• A single, male passenger using a taxi is expected to
sit in the front seat.
• Gift giving is not a common practice in business.
• You may bring a small gift of chocolate, wine or
flowers if invited to someone’s home
 Afternoon tea is about 4:00pm.
 Evening meal is between 6-8:00pm
 Supper is a late night light meal or snack.
 When paying for a round of drinks, do not
pick up the tab out of turn, and make sure
to pay when it is you turn.
 If you have invited someone out for lunch or
coffee be prepared to pay unless agreed
otherwise. A tip is not always required
• It is beneficial to be aware of general
topics of discussion and have viewed at
least one episode of regularly discussed
television programs
• Only make promises that you intend to
keep.
• Should you approach a line, go to the end
and wait your turn.
CROSS-CULTURAL MARKETING
 Cross-Cultural Marketing explores the key roles
that multiculturalism plays in different societies
and its impact on marketing theory and practice.

 From cinema, literature and music to theatre,

dance and the visual arts, Australia's varied from
cities to cities, all offer a good dose of culture.
CROSS-CULTURAL MARKETING
 Long-term problems which Australian
concerns include:-
Pollution.
Depletion of the ozone layer.
Management and conservation of coastal
areas.
 Australians love their sport, they also have a
quiet love towards the arts.
CROSS-CULTURAL MARKETING
 Music plays the central role in both social life
and religious life of the people of Australia.
 Religious songs carry a belief that goes back
many centuries when Aboriginal spirits called
“the Dreamtime” sang songs to create living
things on the earth, so the tradition is still
continuing today and songs are sung to
ensure the survival of plants and animals.
INFORMATION AND CULTURAL
EXCHANGE
 Based in Western Sydney, Information and Cultural Exchange is
a communal organization that specializes in community
cultural and information development.
 It also publishes an annual directory of artists and performers
in Western Sydney called “Artfiles”.
 Over 60% of the total artists listed are from Indigenous,
migrant, refugee, and non-English speaking backgrounds .
 Each year the directory is launched at a multicultural festival,
where visual artists and entertainers from different cultural
groups perform.
 Artfiles has an annual readership of 200,000.
SHARMA’S KITCHEN
 Sharma’s kitchen was established 20 yrs ago as
an Indian restaurant by Bipen Sharma
 He was that there was lack of quality processed
Indian dairy foods in Australia
 As a result, in 1999 he launched a line of Indian
dairy products, marketing them to Indian
restaurants and price shops in Sydney.
 Today, the mango lassi, paneer and yoghurt, are
stocked by 150 spice shops and the vast majority
of Indian restaurants throughout the country
 The products have been marketed through the
Indian media in Australia and by word of mouth
THANK YOU