Cross-Cultural Consumer Behavior: Adapting Global Marketing Strategies for Local Success
Keywords:
Cross-cultural marketing; Consumer behavior; Global strategy; Cultural adaptation; Glocalization; International branding.Abstract
For marketing to succeed globally, it is essential to understand cross-cultural consumer behavior.
Marketing messages, products, and brands are interpreted, experienced, and responded to
differently by consumers based on their culture. It explores how global companies can adjust
their marketing plans using local cultural insights in this paper. Hofstede's Cultural Dimensions
and Hall's Context Theory are employed in the study to comprehend how culture influences
consumer behavior. The paper recommends companies adopt global and local strategies to
enhance their effectiveness in various markets. Marketers are advised to conduct cultural
research, collaborate with local partners, and implement flexible strategies to foster ongoing
loyalty in other countries.
