A Study on the Effect of Culture in Marketing

Yıl 2022, Cilt: 1 Sayı: 1, 44 - 54, 30.06.2022

Yunus Bölükbaşı

Öz

In global markets, consumer attitudes and habits are shaped according to the cultures of the countries. Changes in attitudes, preferences, and behaviour due to cultural differences directly affect the marketing programs of businesses. For this reason, determining the beliefs and value judgments between societies; in addition, it is critical to identify similarities and differences for businesses in the global competitive environment. Although consumers state that they make rational decisions while making their purchasing choices, when their purchasing behaviour is examined, it is seen that consumers behave irrationally. For this reason, to exhibit competitive behavior and achieve success in global markets, the characteristics of the culture in which products and services will be presented must be understood very well. This study has tried to develop a brief overview of the relationship between marketing and culture. In the paper, the relationship between culture and marketing was examined; culture has been tried to examine more theoretically and to guide practitioners.

Anahtar Kelimeler

Culture, Marketing, Consumer, Global Markets

Pazarlamada Kültürün Etkileri Üzerine Bir İnceleme

Öz

Küresel pazardaki tüketici tutum ve alışkanlıkları ülkelerin kültürlerine göre şekillenmektedir. Kültürel farlılıklara dayalı olarak tutum, tercih ve alışkanlıklarda meydana gelen değişimler, işletmelerin pazarlama programlarını doğrudan etkilemektedir. Bu sebeple toplumlar arasındaki inanç ve değer yargılarının belirlenmesi, ayrıca benzerlik ve farklılıkların tespiti, küresel rekabet ortamında işletmeler açısından önemli olan hususlar arasında yer almaktadır. Tüketicilerin satın alma tercihlerini yaparken rasyonel bir şekilde karar aldıklarını belirtmelerine rağmen, satın alma davranışları incelendiğinde, irrasyonel şekilde hareket ettikleri görülebilmektedir. Bu sebeple küresel pazarda rekabetçi bir davranış sergileyebilmek ve başarıya ulaşabilmek için ürün ve hizmetlerin sunulacağı kültürün özellikleri çok iyi kavranmalıdır. Bu çalışmada pazarlama ve kültür ilişkisi ele alınarak, kültürün pazarlama üzerindeki etkilerinin ortaya çıkartılması amaçlanmıştır. Küresel pazarlardaki kültürel farklılıkların incelendiği akademik araştırmalara da özellikle yer verilmiştir. Araştırmada kültürün pazarlama ile olan ilişkisi incelenmiş; teorik açıdan ve uygulayıcılara yönelik olarak, kültürün daha fazla dikkate alınmasına yönelik bir farkındalık oluşturulup, bir rehber sunulmaya çalışılmıştır.

Anahtar Kelimeler

Kültür, Pazarlama, Tüketici, Küresel Pazarlar

Kaynakça

• Acar, A., Premasara, J. M., & Glen, J. S. (2011). An exploratory study about culture and marketing strategy. Asian Journal of Business Research, 1, 1.
• Ahuvia, A., Carroll, B., & Yang, Y. (2006). Consumer culture theory and lifestyle segmentation. Innovative Markets, 2, 33-43.
• Arnould, E., & Thompson, C. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research. 31(4), 868-882.
• Barthes, R. (1977). Rhetoric of the image, music and text. Hill and Wang. New York.
• Brunton, M., & Eweje, G. (2010). The influence of culture on ethical perception held by business students in a New Zealand University. Business Ethics: A European Review, 19(4), 349-362.
• De Mooij, M. (2011). Consumer behavior and culture: Consequences for global marketing and advertising. Second edition. Sage Publications.
• De Mooij, M. (2015). Cultural marketing: Maximising business effectiveness in a multicultural World. Journal of Cultural Marketing Strategy, 1, 11-18.
• Dunn, K. (2015). Globalization and the consumer: What the marketer needs to know. The Neumann Business Review, 2015, 16-30.
• Douglas, S. P., Wind, Y. (1987). The myth of globalization. Columbia Journal of World Busines, 22(4), 19-29.
• Gaur, S., Bathula, H., & Valcarcel Diaz, C. (2015). Conceptualising the influence of the cultural orientation of Latin Americans on consumers’choice of US brands. European Business Review, 27(5), 477-494.
• Gregory K. L. (1983) Native wiev paradigms: Multiple cultures and culture conflicts in organizations. Administrative Science Quarterly, 28, 369-376.
• Hall, E. T. & Hall, M. R. (1990) Hidden Differences Doing Business with the Japanese. Anchor Books/ Doubleday. New York.
• Hofstede, G. (1976). The cultural relativity of the quality of life concept. Acadety of Management Review, 9(3), 389-398.
• Jain, S. C. (1989). Standardization of international marketing strategy: some research hypotheses. Journal of Marketing, 53, 70-79.
• Khanna, N. (2010). The Role of Culture in Advertising: A Comparative Analysis of Selected Nike Print Advertisements from the U.S. and Japan. Unpublished Master's Thesis. The Aarhus University School of Business and Social Sciences.
• Kotler, P. (1988). Marketing management: Analysis, planning, implementation and control. Pearson Edu. England.
• Kotler, P., Armstrong., G., Saunders, J., & Wong, V. (1999). Principle of marketing: Second European Edition. Prentice Hall Europe. London.
• Levitt, T. (1983). The globalization of markets. Harvard Business Review, 3(61), 92-102.
• Lindridge, A., & Dibb, S. (2002). Is ‘culture’ a justifiable variable for market segmentation? A cross-cultural example. Journal of Consumer Behaviour, 2(3), 269–286.
• Lustig, M. W & Koester, J. (1999). Intercultural competence: Interpersonal communication across cultures. HarperCollins Publishers Global.
• McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13(1), 71-84.
• Narver, J. C., Slater, S. F., & Tietje, B. (1998). Creating a market orientation. Journal of Market-Focused Management, 2(3), 241-255.
• Park, C. S., & Lemaire, J. (2012). The impact of culture on the demand for non-life insurance. Astin Bulletin, 42(2), 501-527.
• Peprah, W. K., Ocansey, E. O. N. D., & Mintah, E. K. (2017). The influence of culture on global marketing strategies: A confirmatory study, The Internatıonal Journal of Busıness & Management, 5(10), 150-155.
• Samaha, S. A, Beck, J. T., & Palmatier, R. W. (2014). The role of culture in international relationship marketing. Journal of Marketing, 78(5), 78 –98.
• Sharma, P., Chung, C. M., Erramilli, M. K., & Sivakumaran, B. (2006). Challenges of marketing to Asian consumers: Exploring the influence of different cultures, life styles and values on consumer behaviour in Asia. Business and Marketing, 125-143.
• Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, XXIV, 280-289.
• Scheneider, B., & Recihers, A. (1983). On the etiology of climates. Personel Psychology, 36(1), 19-39.
• Shu, C., Jin, J. L., & Zhou, K. Z. (2017). A contingent view of partner coopetition in international joint ventures. Journal of International Marketing, 25(3), 42-60.
• Sofyalıoğlu, Ç., & Aktaş, R. (2001). Kültürel farklılıkların uluslararası işetmelere etkisi. Yönetim ve Ekonomi, 7(1), 75-92.
• Steers, R. M., Nardon, L., & Sanchez-Runde, C. (2013). Management across cultures: Developing global competencies: Second edition. Cambridge University Press. UK.
• Taylor, E. B. (1903). Primitive Culture Researches into the Development of Mythology, Philosophy, Religion Language, Art, And Custom. John Murray Publ. 4th Edition. London.
• Türk Dil Kurumu Sözlük. https://sozluk.gov.tr/ Erişim Tarihi: 14.04.2022.
• Udegbe, S. E., Afobunor., S. A. N., & Udegbe, M. I. (2012). Exploring the relationship among organisational culture, customer satisfaction and performance in multinational corporations in Nigeria. Australian Journal of Business and Management Research, 1(11), 50-58.
• Usunier, J. C., & Lee, J. A. (2005). Marketing across culture. Pearson Education Limited. Londra.
• Yeniyurt, S., & Townsend, J. (2003). Does culture explain acceptance of new products in a country?. International Marketing Review, 20, 377-396.
• Webster, C. (1993). Refınement of marketing culture of scale and the relationships between marketing culture and profitabelty. Journal of Business Research, 26(2), 111-131.