EXTERNAL INFLUENCE : CULTURE

Culture : is the complex whole that includes knowledge, belief, art,

law, morals, customs, and any other capabilities and habits acquired by humans as members of society. Three main aspects of culture : 1) comprehensive concept : includes everything which influences an individuals thought processes and behavior 2) culture is acquired 3 ) culture supplies boundaries within which most individual think and act. Culture operates primarily by setting rather loose boundaries for individual behavior and by influencing the functioning of family and mass media. Culture provides the framework within which individuals and house hold lifestyles evolve.

SUB-CULTURE
U.S.A--> Blacks, Whites, Hispanic, Asians African-American Subculture: 12.5% of the population Drink less coffee , but much more sugar candy, cookies, sweets are important in their diet 50% of scotch consumed in US is by Blacks Prefer large container sizes when purchasing non-alcoholic beverages. Spend less on housing , education but more on clothing , personal care. Do less travelling , but when they travel outside USA, they prefer to

visit color compatible places like Caribbean

SUB-CULTURE
Hispanic -American Sub culture:-10% of American population. Spanish language Think themselves to be Hispanic first. Dominant values tend to be traditional and conservative , including

respect for elders , commitment to family and male dominance

WHAT ABOUT INDIA Sub culture bases ----> Religion Hindus dont eat beef.. Cow is sacred .----> worshipped.

Many Hindus --- vegetarian.

Muslims dont eat pork , dont drink Christians love beef and pork Sikhs dont smoke.

McDonalds---> worldwide has beef burger ---> In India --- no

SUB-CULTURE
Language as a sub-culture base - Hindi, Bengali, Tamil, Gujarati, Marathi etc. South India :

Places like tamil nadu ---> Hindi is not spoken much --> preferred channel for news is regional or NDTV - 24 *7 Religious , slightly orthodox, highly educated. Coffee is preferred drink. Generally Rice eaters . The base for software engineers--> high income kerala, T.N , Karnataka ---> hot spots for tourism Festivals-->ONAM, PONGAL, DIWALI

SUB-CULTURE
North India :

Hindi is the de facto language -- preferred news channel- Aaj tak or Sahara. Tea is the preferred drink Prefer parathas and chapatis in their food. Noida/Gurgaon/Delhi--->Electronics/car/ancillary units Kashmir, U.P, Rajasthan, H.P ---> hot spots for tourism Festivals--- Dassera, Diwali, Holi, Raksha Bandhan. East India Barring Calcutta, other places--> backward. Industrially weak, hence less income. Passionate about football. N.E ---potential place for tourism. Festivals--- Durga Pooja,

SUB-CULTURE
West India:

Probably the most rich part of India The financial capital- Mumbai Festivals- Ganesh Chaturthi, Holi, Raksha Bandhan, Diwali Food habits:--- Gujarat-- vegetarian Anchor toothpaste-- 100% vegetarian toothpaste Jain Pizza, Jain Pav bhaji Maharashtra: coastal belt-- sea food eaters, wada pav ---(JUMBO KING), Misal pav, usal pav, poha industrial Hub - Pune Textile hub : Mumbai, Surat Pharmaceutical- Gujarat Chemical : Gujarat

Translational problems in International Marketing

Fiera ( a low cost truck developed by Ford for developing countries

faced sales problems since fiera in spanish means terrible, cruel or ugly. Ford launched a car Comet in Mexico renamed it Caliente . Didnt do well. -- Caliente is slang for a street walker Pinto was launched in Brazil -- didnt do well-- Pinto is slang for a small male sex organ--- then changed name to CORCEL-- means horse. Colgates Cue toothpaste had problems in France , as cue is a crude term for butt in French. China attempted to export Pansy brand of Men's underwear to America Kelloggs bran Buds translates to burned farmer in swedish. Esso found that its name pronounced phonetically meant stalled car in Japan

 Parker Pens mistook embarazar (to impregnate) to mean to embarrass

and ran an ad in Mexico stating , it wont leak in your pocket and make you pregnant. American Airlines introduced its new leather first -class seats in Mexico with the theme Fly in Leather, which when translated literally means Fly naked. In Germany , Pepsi ad Come alive with Pepsi was presented as Come alive out of the grave with Pepsi.

The meaning of Numbers , Colors and other Symbols

A leading U.S golf ball manufacturer was disappointed in its attempts

to penetrate the Japanese market .its mistake was packaging its golf balls in sets of four. Four is a symbol of death. Pepsi - Cola lost its dominant market share in Southeast Asia to Coke when it changed the color of its coolers and vending equipment from deep regal blue to light ice blue . Light blue is associated with death and mourning in parts of SouthAsia. White : Symbol for mourning or death in the Far east, happiness, purity- USA Purple : Associated with death in many Latin American countries Blue : Connotation of femininity in Holland, masculinity in Sweden and USA Red : Unlucky/negative in Nigeria and Germany, positive in Denmark , Argentina. Brides wear red in China , but it is masculine color in U.K and France

 Yellow flowers : sign of death in Mexico, infidelity in France. White lilies Suggestion of death in England. 7 : unlucky in Ghana, Kenya, Singapore, lucky in India, USA,

Morocco triangle : Negative in HK,Korea, Taiwan, positive in Colombia owl : wisdom in USA, bad luck in India Deer : speed, grace in USA, homosexuality in Brazil.