1. Cultures and Sub Cultures
International Advertising

2. Importance of knowing culture
• Each country exhibits cultural differences that
influence the consumers’ needs and their
method of satisfying them.
• Space you live in?
• Their response to a message at times also
depends on any of the cultural aspect.
• There have been umpteen examples when
lack of knowledge on cultures lead to
blunders.

3. Concept of Culture
• There are 160 definitions to describe culture.
• A complex whole which includes
knowledge, beliefs, art, morals, law, custom and
any other capabilities and habits acquired
collectively by individuals as members of a
society.
• Culture is not inherent or innate. It is learned.
• This learning takes place in family, mosque and
school.
• Another invisible place where we learn culture is
mass media.
• Culture is that aspect which is actually shared by
the members of society and is a common factor.

4. Self Reference Criterion
• When we examine other’s cultures we tend to
do so with our own culturally tinted glasses.
• If our culture place its weight on Education
and Cleanliness we “assume” that other
cultures also place the same value on these
aspects.
• This is one reason why marketers operating
abroad behave in a culturally myopic manner.

5. Self Reference Criterion
• People at times behave “culturally centered”.
They evaluate all other societies by the
standards of their own culture but also believe
that their culture is the best or superior when
compared to others’.
• People in all cultures display this tendency.
• Unfortunately this behavior prevents
marketers from developing effective
marketing strategies.

6. Self Reference Criterion
• Gap has experienced similar challenges in
moving abroad.
• Sales in Gap’s 525 stores aboard was
extremely poor. This made Gap cut their
growth abroad to 20 percent which was 40 %
in the previous year.
• They simply believed that since their
marketing strategy has been extremely
successful in US it will be the same abroad.

7. Self Reference Criterion
• Tags on cloths are in “English” and employees
greet customers with a “Hi” which is offending
for mannerly Japanese.
• Different cultures have varying expectations
about personal space and physical contact.
Many Europeans and South Americans
customarily kiss a business associate on both
cheeks in greeting instead of shaking hands.

8. Self Reference Criterion
• While Americans are most comfortable at armslength from business associates, other cultures
have no problem standing shoulder-to-shoulder
with their peers to whom they are speaking.
• Our example based on gender treatment.
• In Russia, according to the University of
California, female colleagues often walk arm in
arm, while the same behavior in other cultures
may signify a more personal or sexual
relationship.

9. A visual example of Cultural Collision

10. Subcultures
• It is important to recognize that variations within
cultures may be even greater than variations
among cultures.
• Sindhi, Mohajir, Punjabi, Baloochi, Pathan,
Saraeki and Kashmiris.
• On the other hand subcultures based on religious
differences like deobandi, barelvi, ahle hadees,
sheea and sunni.
• Such subcultures are more difficult to recognize
for the international marketers.

11. Subcultures
• For example if KFC and MaC Donalds start
playing modern Naat’s in their
restaurants, will that be acceptable for some
of the sects who visit their outlets to dine out.
• This may also be obvious due to differences in
income groups. The language, the accent, the
slang all have an impact and may require time
for identification.
• How many accents our society exhibit?

12. Subcultures

13. Subcultures

14. Culture & Communication
• International marketers must become
students of culture.
• Consideration of local language is necessary.
• Can a multinational Fast Moving Consumer
Good move in our society with out promotion
in Urdu.
• Can Lux run English TVCs in our society.

15. Culture & Communication
• Notice the use of local models.
• An American shoe manufacturer made an ad
campaign with bare foot. Although such a
concept may not have any problem in many
cultures, In south east asia bare foot is a sign
of insult. The campaign failed miserably.
• Computer games is one example of cultural
clashes.

16. Culture & Communication
• When it comes to communication important
factors are verbal communication both oral
and written and the various forms of non
verbal communication like gestures and other
symbols.
• When entering a foreign market a marketer
must talk to government, business leaders as
well as potential employees and suppliers.

17. Culture & Communication
• Cultural aspects needs to be kept in perspective
while choosing brand name, selecting copy or
text to be included on product
packaging, developing advertising slogans and
creating advertising messages.
• English is fast / most accepted as a global
language.
• Although 3 out of 4 world population doesn’t
know English, still it is the most commonly
spoken language in the world. More than any
other language.

18. Culture & Communication
• There are strong cultures and there are not so
strong cultures.
• Some cultures just do not let other cultures
intervene.
• Others some how let that happen.

19. Culture & Communication
• The French and English clash.
• French are mono lingual and they are
defensive about their language.
• French society has shown protesting attitude
against use of English language or even mixing
of English words.
• French as well as international advertisers
have come under fire for using English words
in advertising copy.

20. Culture & Communication
• The advertising standards regulator BVP
argues that only 35% of the population speak
enough English to be able to follow slogans
such as JUST DO IT or THINK DIFFERENT.
• In line with a 1994 law NIKE, APPLE and others
have to develop slogan in French translation.
• France is not alone in protecting its language
there are other cultures like Koreans who go
to every limit to protect their language.

21. Culture & Communication
• Translation is the most important aspect while
understanding the international commercial
communications.
• Errors in the translation of brand
names, packaging copy and advertising
messages have cost businesses millions of
dollars.
• Translators must also be familiar with
idioms, accents and slangs etc.

22. Culture & Communication
• The American Dairy Association campaign “Got
Milk” was a tremendous success in US but when
it decided to extend it to Mexico the translation
meant “Are You Lactating?”
• Coors translated its slogan “Turn it Loose” into
Spanish where it was read as “ Suffer from
Diarrhea”.
• Bacardi’s fruity drink with the name “Pavian” to
suggest French chic meant “Baboon” in German.

23. Culture & Communication
• KFC Slogan Finger Licken Good in Chinese
translation came out as “Eat Your Fingers Off”.
• When Vicks introduced in German they came
to know that V is pronounced as F which in
German is the vulgar equivalent of sexual
penetration.

24. Culture & Communication
• China, as we’re repeatedly reminded, is a market
of huge opportunity. With such an
enormous, increasingly wealthy group of
consumers on our doorstep, it’s important that
your branding doesn’t backfire if you attempt to
break into the Chinese market.
• An entire industry has sprung up to advise foreign
businesses on how to brand themselves correctly
to Chinese consumers.

25. Culture & Communication
• Chinese translation also proved difficult for
Coke, which took two tries to get it right.
• They first tried “Ke-kou-ke-la” because when
pronounced it sounded roughly like Coca-Cola. It
wasn't until after thousands of signs had been
printed that they discovered that the phrase
means "bite the wax tadpole" or "female horse
stuffed with wax", depending on the dialect.
• Second time around things worked out much
better. After researching 40,000 Chinese
characters, Coke came up with "ko-kou-ko-le"
which translates roughly to the much more
appropriate "happiness in the mouth".

26. Culture & Communication
• Reebok has gone for Rui Bu, or “quick steps”,
while Colgate’s Gao lu jie means “revealing
superior cleanliness.”
• Alas, Peugeot hasn’t fared so well. The French
car brand is the butt of jokes in southern
China, where it sounds unhappily like the
regional slang for “prostitute.”

27. Culture & Communication
• Things weren't much easier for Coke's arch-rival
Pepsi. When they entered the Chinese market a
few years ago, the translation of their slogan
"Pepsi Brings you Back to Life" was a little more
literal than they intended. In Chinese, the slogan
meant, "Pepsi Brings Your Ancestors Back from
the Grave".
• But it's not just in Asian markets that soft drinks
makers have problems. In Italy, a campaign for
"Schweppes Tonic Water" translated the name
into the much less thirst quenching "Schweppes
Toilet Water".

28. Culture & Communication
• The American slogan for Salem cigarettes, "Salem
– Feeling Free," got translated in the Japanese
market into "When smoking Salem, you feel so
refreshed that your mind seems to be free and
empty."
• General Motors had a perplexing problem when
they introduced the Chevy Nova in South
America. Despite their best efforts, they weren't
selling many cars. They finally realized that in
Spanish, "nova" means "it won't go". Sales
improved dramatically after the car was renamed
the "Caribe."

29. Culture & Communication
• Things weren't any better for Ford when they
introduced the Pinto in Brazil. After watching sales go
nowhere, the company learned that "Pinto" is Brazilian
slang for "tiny male genitals." Ford pried the
nameplates off all of the cars and substituted them
with "Corcel," which means horse.
• Sometimes it's one word of a slogan that changes the
whole meaning. When Parker Pen marketed a ballpoint
pen in Mexico, its ads were supposed to say "It won't
leak in your pocket and embarrass you." However, the
company mistakenly thought the Spanish word
"embarazar" meant embarrass. Instead the ads said "It
won't leak in your pocket and make you pregnant."

30. Culture & Communication
• An American T-shirt maker in Miami printed
shirts for the Spanish market which promoted
the Pope's visit Instead of "I Saw the Pope" (el
Papa), the shirts read "I Saw the Potato" (la
papa)

31. Culture & Communication
• One useful technique used world wide is
called back-translation.
• One individual is responsible for initial
translation. The second translator then
translates the meaning back into original
language. If the message does not translate
back there is a problem.

32. Culture & Communication
• "We should first realize that there is no such thing
as a universal form of communication.
• Take the simple gesture of a smile. It is not
unusual for Americans to exchange smiles with
complete strangers. They consider it a friendly
gesture. However, in other cultures a smile can
take on a completely different meaning.
• A smile can be considered insulting or it can
signal embarrassment. Common gestures such as
shrugging one's shoulders or scratching one's
forehead can be completely misinterpreted by
someone from another country.

33. Culture & Communication
• Usually, cross-cultural gaffes stem from misjudging
situations that involve mingling and communicating
with others. These include: the dress code for
appointments, the manner in which we introduce
ourselves and greet others, expressing thanks to the
hosts as well as proper etiquette for the presentation
of gifts.
• The interpretation of these social commitments varies
from country to country. If we fail to educate ourselves
in advance as to what is and what isn't
acceptable, then we prime ourselves for unintentional
embarrassment, possibly at the worst given moment.
• Understanding and accepting cultural differences is
critical if one expects to be successful in an overseas
assignment.

34. Non Verbal Communication
• 70% percent of all communication between two
individuals is non verbal.
• This can pose serious and more difficult
challenges for international marketers.
• Gestures refers to any movement of fingers,
hands and arms.
• The American OK gesture means Zero in France,
signifies money in Japan and Korea but in Greece
and Brazil it has vulgar connotations.

35. Non Verbal Communication
• AT&T thumbs up campaign had problems when in
Russain and Polish cultures it meant some thing
extremely offensive due to visibility of the palm.
The agency had to reshoot it to show the back of
the hand is shown which was acceptable then.
• Ronald MaCDonalds hand wave had to be
changed in Thailand to show more respect and
acceptability in the locals and appeal them more.

36. Non Verbal Communication
• Some culture employ more gestures than
others. It is said that if an Italian’s hand are
tied he will not be able to communicate.
Similarly Americans and Northern Europeans
employ least gestures.

37. Country Behaviors
Malaysia
• The inhabitants of Malaysia belong to various
ethnic groups. Malaysian partners take a long
time to become acquainted with their
potential partners and to build positive
relations and mutual trust before they enter a
business.

38. Country Behaviors
Koreans
• While negotiating with Koreans it is crucial to
remember that it is a country of strong
confucian traditions (a system of social and
ethical philosophy), appreciating
hierarchism, ceremonials, respect for old age
and work etiquette. The social status of a
Korean is determined by: ancestry, social
standing of his family, biological
age, professional status, gender, education

39. Country Behaviors
• Age in Korean culture is an important issue. A
youthful appearance in business can be a great
obstruction. Therefore, people whose age does
not imply experience and competence should not
conduct negotiations with Koreans.
• Women are not acceptable in business, either.
Polish women coming to Korea for business
purposes frequently find themselves in
uncomfortable situations.

40. Country Behaviors
Arab countries. Saudi Arabia
• Religion has a huge impact on the way of taking
decisions by Arabs.
• In most Arab countries consumption of alcohol
and pork is unacceptable.
• If invited to a common table, one may not refuse.
The Arabian negotiation technique is based on an
‘open door’ policy, which means that the door to
the negotiation room is open to anybody, even
people who have nothing to do with the
business, which considerably extends the talks.

41. Country Behaviors
• A lack of professional training, insufficient
knowledge of history and customs of the other
party’s country, and relying on improvisation in
action are the basic faults of Polish managers.
• Except an understanding of the cultural
differences, the other factor of success in a
specific region is local market customization. It
requires an appropriate organization structure, as
well as thorough knowledge of the market, its
customs

42. Country Behaviors
Conclusion
• Cultural and social factors are of great importance in
international business. A variety of cultures coexist in
the global market and many of them might be entirely
new and strange to us. Every company planning to
enter a specific market ought to become acquainted
with the culture of the country where they are going to
operate, otherwise the probability of blundering
increases.
• Considering cultural differences in business and
adapting to partner’s actions are some of the sources
of success in confrontation with foreign
Businesspeople. Nevertheless, the choice of behaviour
cannot be inapplicable to the company’s action
strategy .

43. Non Verbal Communication
•
•
•
•
Intimate distance
Personal distance
Social distance
Public distance.

44. Non Verbal Communication
• Intimate distance: extends roughly 18 inches (46 cm)
from the individual and is reserved for family, pets and
very close friends. Displays of affection and comforting
are commonly conducted within this space. The only
strangers an individual typically accepts within his or
her intimate space are health care professionals.
• Personal distance: extends 1.5 to 4 feet (0.46–1.2 m)
and is reserved for friends and acquaintances. A
handshake will typically place strangers at least 2 to 4
feet (0.61–1.2 m) apart, preserving the personal
distance. However, a friendly kiss on the cheek of a
woman as a greeting is widely practised.

45. Non Verbal Communication
• Social distance: extends from about 4 to 12
feet (1.2–3.7 m) and is used for
formal, business and other impersonal
interactions such as meeting a client.
• Public Space: extends more than 12 feet
(3.7 m) and is not guarded. Secret
Service agents will commonly attempt to
ensure 12 feet (3.7 m) of open space around
dignitaries and high-ranking officials.

46. Non Verbal Communication
• All above are defined differently in different
Cultures.
• We actually live in a bubble. In different
cultures size of the bubble is different.

47. Cultural Distance and Psychic
Distance:
Cultural Distance and Psychic Distance.
• Psychic Distance captures the manager’s
individual perception of the differences between
the home and the host country. It exists in the
head of the person.
• Psychic distance influences how managers
formulate international marketing strategies and
how they adapt marketing programs to different
circumstances.
• Cultural distance refers to the degree to which
cultural values in one country are different from
those in another country.

48. Cultural Distance and Psychic
Distance:
• Treating psychic distance as an individual-level
phenomenon enables the firm to select sales and
marketing people that are more likely to be
successful in a particular foreign market by
considering the person’s psychic distance toward
that market. An appropriate match should
increase the firm’s probability of success.
• The probability of a religiously oriented person’s
success in a foreign society.
• The consequences of psychic distance may be
addressed by the firm, but this is not the case
with cultural distance, which is outside the firm’s
control.

49. Cultural Distance and Psychic
Distance:
• Psychic distance can be identified and altered
for better productivity of the manager.
• Example of a hard line religious person sent to
Thailand to manage a business.

50. Time Symbolism
• Its not just Space but attitude towards “Time”
is also very important.
• Monochronic. Schedules are every thing.
• US, Switzerland, Germany and Scandinivia.
• Polychronic. Schedules mean little, but there
are other human considerations as well.
• Middle eastern and Asian cultures.
• Both the cultures are poles apart.

51. Importance for Business P-TIME
or
M-TIME
• Consider the agency client relationship.
• Assume that both are operating on different time
system.
• If the client belongs to M-Time system and
Agency belongs to P, Just imagine the irritation.
• Telecom Company message for its Latin American
audience where wife asks her husband to go
downstairs and inform that they are 30 mins late.
The campaign failed miserably and became an
object of ridicule.

52. Colors, Symbols and Signs
• International marketers must know the culture
affiliations that countries have with different colors.
That’s where product
design, packaging, logos, advertisements and other
collaterals become important.
• Colors are taken for granted by international
marketers.
• Black a color of mourning in US and our part of the
world. White is the color of death in Japan, Hong Kong
and India.
• White Lilies are funeral flowers in England, Canada and
Sweden. In Mexico WHITE Lilies are said to raise spirits.

53. Colors, Symbols and Signs
• Black a color of mourning in US and our part
of the world. White is the color of death in
Japan, Hong Kong and India.
• White Lilies are funeral flowers in
England, Canada and Sweden. In Mexico
WHITE Lilies are said to raise spirits.
• Yellow flowers are for death in Mexico and
Taiwan and Purple is a color of death in brazil
and are meant for funerals.

54. Colors, Symbols and Signs
• In soviet union yellow flowers are considered
sign of disrespect for women.
• In Taiwan wearing a green hat signifies an
unfaithful wife.
• International marketers must know the
culture affiliations that countries have with
different colors. That’s where product
design, packaging, logos, advertisements and
other collaterals become important.

55. Colors, Symbols and Signs
• When colors mean same across boundaries
standardization strategy works.
• Blue, green seem to well liked across the
world.
• Red, white and black are troubled colors and
meanings vary.
• Study of colors is advisable to marketers and
advertisers.

56. Colors, Symbols and Signs
• Some times companies failed to sell their
products in certain markets and never knew why
that happened.
• Back of the mind occupancy of certain beliefs
play their role.
• The colors used were simply inappropriate.
• Golf ball packaging color and number in a packet
became reason for failure in Japan and china.
White packaging and the number of balls were 4
a number of death in these societies.
• 13 bad luck in US 7 in Kenya but good luck in
Czechoslovakia.

57. Colors, Symbols and Signs etc.
• Animals – owl is wisdom in US and UK.
• In our part of the world Owl means different.
And what about donkeys.
• Thailand animals wearing sunglasses campaign
failed.
• In North Africa Cologne campaign showing man
with Dog failed.

58. Colors, Symbols and Signs etc.
• Alcoholic beverages are not consumed in most
Muslim countries.
• Pig in Islamic countries is totally prohibited.
• Cow in Hinduism.
• These have resulted riots in these societies.
• Should we study proverbs of a society to learn
more about the culture?

59. Colors, Symbols and Signs etc.

60. Religion, Morals and Ethical Standards
• Knowledge of religion and morals is a must.
• In our culture its more complicated as religion is
defined in distinctly different manner by different
groups.
• In islamic cultures you can not use religious pics
on packaging or logos. Nike example with logo
resembling Allah. Logo meant to look like flames
instead it resembled word Allah.
• Hayat hotels give extra consideration to religion
when they open in a market.

61. Religion, Morals and Ethical Standards
• Gillette faced challenge in Iran.
• They finally discovered that shaving is not just for
face………….. And that’s how they were able to
advertise it finally. They had to take a fatwa for
their ad campaign.
• Refrigerator ad portraying pork stored.
• The case of POLOROID camera success in Arab.
• Women in Arab advertising is an interesting
study.

62. Religion, Morals and Ethical Standards
• Women only appear in products which are
related to them.
• And that too while dressed very very
appropriately with heads covered completely and
in long dresses not showing hair or any other skin
of the body.
• In 1960s a Listerine ad failed as male and female
were shown kissing in a public place. They
discovered that such a move in public is not liked
by Thai people.

63. Religion, Morals and Ethical Standards
• Festivals and religious holidays like Ramadan,
Eid.
• ganga jamna sraswati festival in India for
Hindus. MNCs cash on big time in such events.
• It is important to study values.
• We are a heterogeneous society when it
comes to values.

64. Religion, Morals and Ethical Standards
• You can not pinpoint one value and say that it
is practiced by all in a society.
• Working hard or having a good time may be
perceived as a value.
• Respect for elders is different in different
societies. Does that have an impact on your
advertising message?

65. Hofstede’s Dimensions of Culture
The sample for this research shows that it is
comprehensive.
• 117,000 questionnaires.
• 88,000 respondents.
• 2o languages.
• 66 countries.

66. Hofstede’s Dimensions of Culture
Hofstede worked out 4 important dimensions
that can be used to classify countries.
1. Power distance or societal desire for
hierarchy.
2. Individualism, society preference for a group
or individual orientation.
3. Masculinity Versus Femininity
4. Uncertainty Avoidance

67. Hofstede’s Dimensions of Culture
Power distance
• Degree of equality or inequality in a society.
• Cultures with high Power Distance Index PDI
tend to be more accepting of hierarchies and
autocratic leadership.
• Giving of authority is considered normal.
• Individuals tend to obey elders, teachers and
Bosses.
• Manhole Cover manufacturer example from
Malaysia.
• Celebrities endorsements are given more weight age.

68. Hofstede’s Dimensions of Culture
• Egalitarianism should be avoided in such
societies.
• (1) a negative attitude towards rules and
principles, and (2) a positive attitude towards
group decision-making
• In cultures high on Egalitarianism or low on PDI
authority has a negative connotation.
• Americans avoid becoming dependent on others
and don’t let others depend on them.
• Consumers make decisions on the basis of facts
and reasoning.

69. Hofstede’s Dimensions of Culture
Individualism, society preference for a group or
individual orientation.
• Americans are considered highly individualistic.
It is said that the best and the worst in their
society comes from Individualism.
• This means loneliness and selfishness.

71. Hofstede’s Dimensions of Culture
• A low Individualism ranking indicates a
collectivistic society.
• In such societies social ties are very strong.
• Decisions are taken on collective grounds.
• They think and take decisions in group. A failure
reflects on a group and not individual.
• Japanese are an example.
• The concept of permanent jobs, life long medical
and educational benefits all stem from this
approach. This can be very easily seen in our
society.
• This aspect is also reflected in advertising.

72. Hofstede’s Dimensions of Culture
Masculinity versus Feminity
• Masculine societies tend to strive for
maximum social differentiation.
• Men are given more important and productive
roles in a society whereas a woman has more
of a caring and nurturing role.
• Venezuela is the largest Masculine society
which means that there is much greater
definition of roles in that society.

73. Hofstede’s Dimensions of Culture
• Sweden on the other hand is the lowest
Masculine society . Swedish woman earns as
much as 90% when compared with men. Also
one third seats in parliament belong to
women.
• This attitude also reflects in advertising and
marketing and a professional must be
sensitive to this.

75. Hofstede’s Dimensions of Culture
Uncertainty Avoidance
• The degree to which society reinforce or does
not reinforce uncertainty and ambiguity.
• People in low Uncertainty Avoidance cultures
are comfortable with ambiguity.
• They feel that there should be as few rules as
possible and they believe in common sense.

76. Hofstede’s Dimensions of Culture
Uncertainty Avoidance
• When Uncertainty Avoidance is high there is
more need for rules regulations and controls.
• This often translates into search for truth.
• Uncertainty Avoidance requires logical and
direct information on the part of the communicator.

77. Hofstede’s Dimensions of Culture
• Conflict and misunderstanding is avoided in
such cultures.
• Consumers in high Uncertainty Avoidance
cultures are likely to be drawn to products
that emphaisze low risk or safety features.
• Facts and reasons in creative.
• You can not exaggerate product features to
sell.

78. Hofstede’s Dimensions of Culture
Long term / Short term orientation
• Long term orientation means that the country
subscribes to long term commitment and
tradition.
• Long term awards are expected on the basis of
today’s hard work.

79. Hofstede’s Dimensions of Culture
• In low Long term orientation societies change
can occur more rapidly.
• They look to past for motivation and inspiration.
China, Japan and Korea examples.
• People with Short term orientation perceive
that the past is over and done with.

80. Why Consumers Buy
Abraham Maslow Theory
• He said that people needs are in hierarchy.
• At the base are psychological needs. Food, water
and shelter.
• As these are met higher needs emerge for
safety, security and protection from the
environment.
• Once this is done social needs arise for affection
from family and friends and to belong to a group.
• Higher order needs include the needs for esteem,
self respect, success, prestige and achievement.

81. Abraham Maslow Theory

82. Why Consumers Buy
• But people are definitely locked as people
pursuing for esteem also have to fulfill
psychological need.
• Needs that dominate a particular culture
depends heavily on the level of development.
• More developed a society, there is more need
for products that satisfy esteem.
• Care must be adopted in following this model
internationally as this study was done in western
countries and may not hold true in eastern
culture.

83. What Consumers Buy
• Market Basket differs from countries to
countries although most products are bought
to satisfy basic psychological needs.
Example of beef. In thai and Hindu cultures
consumption of beef is minimal for cultural
and religious reasons.
• When Disney expanded to Europe just outside
Paris they did not offer alcoholic beverages as
they are banned in US in a park. To avoid
losses they had to offer these drinks.

84. Who Makes Purchase Decision
• The Marketer must know who in the market is
the primary decision maker.
• In Japanese culture housewife makes major
consumption decisions from food to leisure.
From saving to kids education.
• In Libya, it is the other way round as man
make all buying decisions.
• In US people make their own buying decisions
from children to teens and to adults. That
reflects on INDIVIDUALISM we earlier studied.

85. How Much Consumers Buy
• Even the quantity of products bought in different
cultures is not the same. American make
purchases on weekly basis.
• In Europe and Japan purchasing is done on daily
basis and that is due to shortage of storage space.
This cultural aspect actually dictates packaging
size.
• In Spain 2 litre coke bottles failed as the local
population uses small size refrigerators which
could not accommodate this size.
• In Japan when Philips introduced small size coffee
maker sales took off.

86. ENDS