In the technology era we are living as “One World One City” policy, where trading has become an international importance. When we talk about trading, we are talking about global marketing. Global marketing is one of the key factors for large companies to be successful. People behavior views vary from places to places with culture as an important element to be taken into consideration when dealing with global marketing.

1. 0

2. 2
TABLE OF CONTENT
INTRODUCTION 3
RESEARCH METHODOLOGY 4
CONCEPTUAL FRAMEWORK
DATA COLLECTION
ANALYSIS
FINDINGS AND DISCUSSION 5-14
RESULTS
Gender
Age group
Country of Origin
Educational Level
Religions
Income Level
Favourite Food
Amount Spent on Groceries
Advertising Language
Advertising Category
Clothing Preferences
Familiarity towards new Products
Household items
Social Class
Summary
The effects of Age on Educational Level
Effects of Income on purchase of Groceries
Effects of Advertising Language by Country
The effects of Educational level on Familiarity of Products
The effects of Religion on Clothing
The effects of Age on Advertising Category
The effects of Educational Level on a Country
CONCLUSION 14
Recommendations
BUSINESS STRATEGY CARD 15-17

3. 3
INTRODUCTION
This research will look into how culture differences plays a role on a company’s
global marketing strategies. The study determines differences in cultures among ten Asian
countries namely Japan, South Korea, China, Singapore, India, Pakistan, Hong Kong, Russia,
Thailand and Malaysia and how their cultures will affect marketing strategies.
Culture can have a powerful effect on human psychology and physiology, perceptions,
beliefs, feelings, and behaviour. In order to investigate the effects of culture on marketing
strategies, various marketing managers and workers without gender discrimination and the
age group was 18-55 years old of various international companies were emailed with a
questionnaire. From this research based on both qualitative and quantitative, companies are
expected to get a broader idea of how to tackle the culture difference and maximize its effects
on their global marketing strategies.
In the technology era we are living as “One World One City” policy, where trading
has become an international importance. When we talk about trading, we are talking about
global marketing. Global marketing is one of the key factors for large companies to be
successful. People behaviour views vary from places to places with culture as an important
element to be taken into consideration when dealing with global marketing.
Marketing strategies may differ depending on the situation of the businesses.
However there are a number of ways in categorizing some generic strategies. To name a few,
we have strategies based on market dominance and the famous Porter generic strategies
which deal with product differentiation, market segmentation, innovation strategies, growth
strategies and so on.
Asia consist of 54 countries all together and currently the world's largest and most
populous continent with more than 60% of the world's current human population (above 4
billion people) are in Asia. Asian countries are known have the most variety of cultures and
traditions. From the East with the Chinese tradition to the West with the Arabian culture,
Asia is a very complicated market but yet a promising one as it is now a fast growing market.

4. 5
FINDINGS AND DISCUSSION
Culture is a distinctive element in international marketing. While factors besides
culture are present, culture could be a key determinant of most overseas advertising
campaign. Researchers agree that exchange processes within business networks can only be
understood by conducting studies in different countries and cultures as the consumption of
goods and services is influenced greatly by cultural considerations.
With the rise of multinational marketing, the need for cultural sensitivity as well as
the ability to view variations in cultural practices becomes a prerequisite to the success of a
marketing campaign. Since a multinational corporation generally exists outside the various
local cultures in which it operates, its marketing and advertising strategies may fail at times
owing to perceived irreverence for local cultural norms. For example, attitudes towards
children’s products are known to differ by country. Hence, advertisements for children's
clothing in the USA may appeal more effectively on parental love and concern, whereas in
Britain they may do better on the utilitarian benefits such as price and durability
This research work is designed to achieve the following specific objectives:
1. To study and determine the influence of culture on companies marketing strategies
2. To examine the consumer buying behaviours with regards to various marketing
strategies
3. To make recommendation for further improvement in global marketing strategies and
this will reduce margin of difference in their marketing decisions
RESULTS
Below are the results from the research:
Gender
Both male and female took part with 59.4 % are male and 40.6 % are female.
Male
59%
Female
41%
Gender