International market research is a blanket term for all the research and preparation you do on a new market, usually before entering it. Unlike domestic market research, international market research is focused on an overseas market, often with completely different cultures, business conditions and consumer behaviors. For example, the world’s largest research firm, Nielsen, is headquartered in the U.S. but derives almost two-thirds of its revenue from outside the U.S. It is standardizing much of the data it routinely collects in 27 different countries.
International marketing research involves collecting and analyzing data from multiple countries to inform business decisions across borders. It can be conducted for academic or commercial purposes. Academically, it aims to further understand consumer behavior and test theories internationally, while commercial research helps companies make strategic decisions about international markets. Effective international marketing research requires considering differences in cultures, languages, environments, and data availability across countries. The research process typically involves preliminary exploratory research followed by in-depth qualitative and quantitative studies to establish comparability and address complex multi-country decision problems. International marketing research helps companies identify opportunities and threats, understand diverse markets, select appropriate distribution and product strategies, and avoid costly mistakes when expanding globally.
The document discusses several key considerations for international marketing research based on cultural differences between countries and regions. It notes that focus groups in Asia usually consist of 4-6 people compared to 8-10 in the US. Foreign moderators are less structured than US moderators, which can lead to long periods of silence. Personal interviews are more common outside North America due to lower costs. Equivalence in research methods, sampling, and data interpretation must account for cultural factors.
Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.
International marketing research involves overcoming cultural boundaries to communicate research questions and applying traditional research techniques in new contexts. Research can gather general country information, anticipate trends, or collect specific market data. A systematic process includes defining problems, finding sources, gathering and analyzing data, communicating results. Secondary data may be unavailable, unreliable, or incomparable across countries. Primary data collection faces challenges from cultural differences in communication, sampling, language, and interpretation. Multicultural research requires understanding differences. The internet now provides easier access to secondary data. Demand is estimated through expert opinion, analogy, or adjusted historical data given uncertainties. Analyzing results requires cultural understanding and skepticism toward data limitations. Companies can conduct research internally, through local agencies, or in
Consumer Perspectives on Brand Preference: A Choice Based Model Approachiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
1. Foreign market research requires broader information from three sources, while domestic research relies on one source.
2. Effective market research follows six steps: defining problems/objectives, determining information sources, considering costs/benefits, gathering data, analyzing results, and communicating findings.
3. Defining problems precisely for foreign markets is challenging due to unfamiliar environments obscuring issues; failure to consider local culture can also limit problem definitions.
This document provides background information on Starbucks' expansion strategies in different international markets. It discusses the concepts of standardization vs localization and how Starbucks has used both approaches. The document also summarizes Starbucks' history and expansion into markets like China, where it localized, and Australia, where it failed to localize. Finally, it provides context on Italian coffee culture, which strongly differs from Starbucks' model. The research aims to design an effective marketing strategy for Starbucks to expand into the difficult Italian market.
International advertising and promotionsJo Castillo
The document discusses key considerations for international advertising and promotional decisions. It identifies several factors that influence such decisions, including the economic, political/legal, cultural, and demographic environments in different countries. It also outlines steps in the international advertising process, from organization and agency selection to creative decisions, media selection, and coordination. The goal is to think globally but act locally by standardizing some elements while adapting messages to local conditions.
International marketing research involves collecting and analyzing data from multiple countries to inform business decisions across borders. It can be conducted for academic or commercial purposes. Academically, it aims to further understand consumer behavior and test theories internationally, while commercial research helps companies make strategic decisions about international markets. Effective international marketing research requires considering differences in cultures, languages, environments, and data availability across countries. The research process typically involves preliminary exploratory research followed by in-depth qualitative and quantitative studies to establish comparability and address complex multi-country decision problems. International marketing research helps companies identify opportunities and threats, understand diverse markets, select appropriate distribution and product strategies, and avoid costly mistakes when expanding globally.
The document discusses several key considerations for international marketing research based on cultural differences between countries and regions. It notes that focus groups in Asia usually consist of 4-6 people compared to 8-10 in the US. Foreign moderators are less structured than US moderators, which can lead to long periods of silence. Personal interviews are more common outside North America due to lower costs. Equivalence in research methods, sampling, and data interpretation must account for cultural factors.
Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.
International marketing research involves overcoming cultural boundaries to communicate research questions and applying traditional research techniques in new contexts. Research can gather general country information, anticipate trends, or collect specific market data. A systematic process includes defining problems, finding sources, gathering and analyzing data, communicating results. Secondary data may be unavailable, unreliable, or incomparable across countries. Primary data collection faces challenges from cultural differences in communication, sampling, language, and interpretation. Multicultural research requires understanding differences. The internet now provides easier access to secondary data. Demand is estimated through expert opinion, analogy, or adjusted historical data given uncertainties. Analyzing results requires cultural understanding and skepticism toward data limitations. Companies can conduct research internally, through local agencies, or in
Consumer Perspectives on Brand Preference: A Choice Based Model Approachiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
1. Foreign market research requires broader information from three sources, while domestic research relies on one source.
2. Effective market research follows six steps: defining problems/objectives, determining information sources, considering costs/benefits, gathering data, analyzing results, and communicating findings.
3. Defining problems precisely for foreign markets is challenging due to unfamiliar environments obscuring issues; failure to consider local culture can also limit problem definitions.
This document provides background information on Starbucks' expansion strategies in different international markets. It discusses the concepts of standardization vs localization and how Starbucks has used both approaches. The document also summarizes Starbucks' history and expansion into markets like China, where it localized, and Australia, where it failed to localize. Finally, it provides context on Italian coffee culture, which strongly differs from Starbucks' model. The research aims to design an effective marketing strategy for Starbucks to expand into the difficult Italian market.
International advertising and promotionsJo Castillo
The document discusses key considerations for international advertising and promotional decisions. It identifies several factors that influence such decisions, including the economic, political/legal, cultural, and demographic environments in different countries. It also outlines steps in the international advertising process, from organization and agency selection to creative decisions, media selection, and coordination. The goal is to think globally but act locally by standardizing some elements while adapting messages to local conditions.
This document discusses how understanding consumer behavior and market segmentation can provide opportunities for an Australian exporter entering the Chinese market. It analyzes demographic and behavioral theories of segmentation and how they differ between China and Australia. Specifically, it examines life expectancy, income gaps, brand loyalty, preferences for quality and status, to identify opportunities like targeting older consumers or adapting marketing strategies for rural vs. urban areas. The conclusion states that properly applying consumer behavior and market segmentation research can help reduce risks when exporting to China.
This document discusses how two theories of consumer behavior - demographic and behavioral segmentation - apply differently in China compared to Australia, providing opportunities for an Australian exporter. Demographic segmentation looks at factors like age, income, gender. China has a growing elderly population, while Australia already has many elderly, indicating a market for age-appropriate products. Behavioral segmentation examines culture and lifestyles. Chinese consumers value functional features and status/prestige, while Australians are often brand loyal, especially for expensive purchases. These differences must be understood to successfully market in China versus Australia.
Write clearly and precisely 2 pages including an introduction, hea.docxambersalomon88660
Angstrom Real Estate, a US-based real estate company, plans to expand its affordable housing portfolio into equatorial Africa. The region faces a shortage of affordable housing. Angstrom will introduce low-cost housing constructed using local materials and labor in Uganda, Tanzania, and Kenya. While the political environment is stable and encourages foreign investment, challenges include high inflation, precipitation interfering with construction, poor infrastructure, and competition from existing players.
The document discusses various aspects of cultural differences that affect international marketing. It provides examples of how cultures differ in their use of language, non-verbal communication, consumption patterns, and evaluation of products. Religions, social institutions, and manners/customs are identified as elements of culture that marketers must understand to effectively operate across borders.
WTO & Trade Issues - International Marketing Introduction.pptxDiksha Vashisht
International Marketing is the application of marketing principles by industries in one or more than one country
International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally
This document discusses international marketing research. It provides information on what marketing research involves, its objectives and importance. Some key points covered include:
- Marketing research gathers, analyzes and distributes relevant information to aid marketing decisions.
- It should continuously cover all important external factors like markets, competition and regulations.
- Research methods include surveys, documents, the internet and direct observation.
- Research helps with country selection, evaluating markets, identifying issues and developing strategic plans.
- Care needs to be taken to avoid issues like standardized approaches across cultures.
In international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. And this decision can make impacts on the organization in terms of the Research and development expenses, finance, production, organization structure, procurement, marketing mix etc. And the decision as to which to choose depending on the attitudes towards the different cultures. So in this article, we are going to cover these two concepts so that you can have an idea about the two concepts in depth.
OVERVIEW / PLAN
- 1. METHODOLOGY CHAPTER
- Analysis of secondary data / No interviews / Not US focused
The whole methodology needs to be changed to explain secondary data ONLY
2. RESEARCH CHAPTER (approx 2000 - 2500 words)
3/ 4 case studies
The research should mostly refer to case studies / the past experiences of a few firms example: McDonald’s when it launched in Japan, the changes they had to make to adapt to the culture there (e.g. the teriyaki burger) and the difficulties Walmart or similar brands have faced when trying to enter new markets. The study should also use models and theories that explain how firms should deal with cultural issues. The study should examine diverse literature on cultural issues, emerging markets, and globalisation.
Find information from past articles / academic writing on this and analyse the findings of that research
Also need the following two chapters to be done:
Conclusion and Reccomendations for future research (approx 1500 words)
In your own words explain the findings of the research drawing back to the case studies / future recommendations
Cultural Issues a Company Faces when Emerging in a New Market 20
CULTURAL ISSUES A COMPANY FACES WHEN EMERGING IN A NEWMARKET
TABLE OF CONTENT
INTRODUCTION…………………………………………….3
1.1 BACKGROUND…………………………………………...3
1.2 OBJECTIVES AND AIM………………………………….4
1.3 RESEARCH QUESTIONS………………………………...4
LITERATURE REVIEW……………………………………….5
2.1 CULTURE CATEGORIES……………………………….5
2.2 DECIDING THE MODE OF ENTRY……………………6
2.3 METHODS OF EXPORTS……………………………….7
2.4 ECONOMIC MODEL……………………………………...7
2.4.1PESTEL MODEL…………………………………7
2.5 CULTURE AND MARKETING…………………………8
METHODOLOGY AND METHODS…………………………9
3.1 METHODOLOGY………………………………………9
3.2 DATA COLLECTION………………………………….9
3.2.1 PRIMARY DATA………………………………9
3.2.2 SECONDARY DATA………………………….10
3.3 RESEARCH APPROACH…………………………….11
DISCUSSION AND LIMITATIONS………………………….12
4.1 DISCUSSION……………………………………………12
4.2 LIMITATIONS………………………………………….12
WORK SCHEDULE…………………………………………….14
REFERENCES………………………………………………….15
Chapter 1
Introduction
1.1 Background
A company can develop a new product or emerge in a new market by using its ideas or those of others. However, there are several issues, such as cultural problems, that it can encounter during the entire process. Firms have to take cultural issues into consideration before deciding to enter into a new market. Some of cultural issues include religion, norms, customs, and language. When a company has adequate knowledge and information it needs, the process of emerging into a new market will be less painful.
The most important thing for a company is to consider the market it's about to enter, once it begins the process of developing a business model and concept (Govindarajan and Ramamurti 2011). The ke ...
Understanding market research - Moses GomesMoses Gomes
This document discusses market research, including its definition, purpose, process, types, techniques, and limitations. Market research is defined as the systematic process of gathering and analyzing information to improve marketing decision-making. It helps companies understand customer needs and behaviors. The key purposes of market research are to strategize marketing plans, reduce costs, and introduce products that create value for customers. Both quantitative and qualitative techniques are used to gather primary and secondary data. The overall market research process involves specifying the problem, collecting and analyzing data, and communicating findings. Limitations include cost, time constraints, and the lag between research and application.
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE GrazynaBroyles24
The document discusses cultural factors that impact global marketing strategies. It provides context around culture and defines it as shared ways of living transmitted between generations. Culture includes both material and non-material elements like attitudes, beliefs, and values. Religion is an important source of a society's worldviews. Differences in aesthetics must also be considered. Successful global marketing requires understanding local cultures while also leveraging shared characteristics.
Consumer behavior is perhaps the most researched topic in customer.docxTharulWickramarathna
The document discusses consumer behavior research and decision making. It notes that early consumer behavior research in the 1980s focused on the decision making stage, viewing shopping as problem solving. More recently, research has looked at how consumers resolve dilemmas through market decisions characterized by tensions between ideal states and conditions needed to activate incentives and decision mechanisms.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
This document summarizes key aspects of marketing in China that a company must consider to avoid failures. It discusses how ignoring Chinese business culture led to mistakes for one company. Specifically, it outlines four fundamentals of Chinese business culture: guanxi (relationships), face, foreignness, and hierarchy. Companies must adopt an attitude that respects these cultural norms by being culturally sensitive, flexible, and respectful. Consumer behavior factors like motivations, status, and attitudes also vary significantly across cultures and regions within China.
Product & Brand Management V2
We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: 9971223030
This document provides an overview of consumer research and market segmentation. It discusses various primary and secondary research methods used to study consumer behavior, including surveys, experiments, focus groups, and observation. It also outlines the consumer research process of defining objectives, collecting data, analyzing findings, and reporting results. Finally, it explains market segmentation as dividing a market into distinct groups with unique needs and characteristics. The key bases for segmentation are described as geographic, demographic, psychographic, and behavioral factors.
8 Developing a Global Vision through Marketing ResearchCHAPTER .docxevonnehoggarth79783
8: Developing a Global Vision through Marketing Research
CHAPTER OUTLINE
Global Perspective: Japan—Test Market for the World
Breadth and Scope of International Marketing Research
The Research Process
Defining the Problem and Establishing Research Objectives
Problems of Availability and Use of Secondary Data
Availability of Data
Reliability of Data
Comparability of Data
Validating Secondary Data
Gathering Primary Data: Quantitative and Qualitative Research
Problems of Gathering Primary Data
Ability to Communicate Opinions
Willingness to Respond
Sampling in Field Surveys
Language and Comprehension
Multicultural Research: A Special Problem
Research on the Internet: A Growing Opportunity
Estimating Market Demand
Expert Opinion
Analogy
Problems in Analyzing and Interpreting Research Information
Responsibility for Conducting Marketing Research
Communicating with Decision Makers
Appendix: Sources of Secondary Data
CHAPTER LEARNING OBJECTIVES
What you should learn from Chapter 8:
•The importance of problem definition in international research
•The problems of availability and use of secondary data
•Quantitative and qualitative research methods
•Multicultural sampling and its problems in less-developed countries
•Sources of secondary data
•How to analyze and use research information
Global Perspective: JAPAN—TEST MARKET FOR THE WORLD
It was 10:51 p.m. in Tokyo, and suddenly Google was hit with a two-minute spike in searches from Japanese mobile phones. “We were wondering: Was it spam? Was it a system error?” says Ken Tokusei, Google’s mobile chief in Japan. A quick call to carrier KDDI revealed that it was neither. Instead, millions of cell phone users had pulled up Google’s search box after a broadcaster offered free ringtone downloads of the theme song from The Man Who Couldn’t Marry, a popular TV show, but had only briefly flashed the Web address where the tune was available.
The surge in traffic came as a big surprise to Tokusei and his team. They had assumed that a person’s location was the key element of most mobile Internet searches, figuring that users were primarily interested in maps of the part of town they happened to be, timetables for the train home, or the address of the closest yakitori restaurant. The data from KDDI indicated that many Japanese were just as likely to use Google’s mobile searches from the couch as from a Ginza street corner.
Japan’s handset-toting masses, it seems, have a lot to teach the Internet giant. The country has become a vast lab for Google as it tries to refine mobile search technology. That’s because Japan’s 100 million cell phone users represent the most diverse—and discriminating—pool of mobile subscribers on the planet. Although Google also does plenty of testing elsewhere, the Japanese are often more critical because they are as likely to tap into the Internet with a high-tech phone as a PC and can do so at speeds rivaling fixed-line broadband. And because Japanese carriers have offered such services for .
Market research the risk of inaccurate translation july 27th 2015 (2) 2-Robin -Ayoub-
This white paper is very interesting take on how misinterpreted language dialogue or survey information can lead to inaccurate product development/services. Marketers, Entrepreneurs, Product developers and anyone interested in reaching out to various demographic groups for opinion or information, should read this document.
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
This document discusses international marketing research. It begins by explaining that marketing research is needed to reduce uncertainty when expanding globally due to lack of country-specific information. The scope of international marketing research covers socioeconomic, political, market size/trends, and competitive factors. Conducting research across different world regions poses various issues related to factors like technology access and cultural differences.
This document is the thesis proposal of Nemanja Maslar submitted to the Department of Business and Management at LUISS University. The thesis will examine the country of origin effect and how phenomena like brain drain and diaspora from developing countries impact consumer perceptions and purchasing decisions in developed markets. The proposal outlines the background, problem statement, research questions, methodology, and anticipated chapter structure. It will use surveys to collect data on consumer willingness to purchase products from developing countries under various brain drain and diaspora scenarios. The goal is to provide empirical evidence on how these phenomena influence the country of origin effect.
WTO & Trade Issues - Legal and Ethical Issues in International Marketing.pptxDiksha Vashisht
Making the leap into overseas marketing involves more than just identifying a new market and going after it. The process requires plenty of foresight and local knowledge if the pitfalls of legal and cultural issues are to be avoided. Linguistic and cultural differences, shifting political systems, and governmental protections for home-grown brands will all have to be planned for and dealt with first.
WTO & Trade Issues - International Trade Environment.pptxDiksha Vashisht
To better understand how modern global trade has evolved, it’s important to understand how countries traded with one another historically. Over time, economists have developed theories to explain the mechanisms of global trade.
The main historical theories are called classical and are from the perspective of a country, or country-based.
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This document discusses how understanding consumer behavior and market segmentation can provide opportunities for an Australian exporter entering the Chinese market. It analyzes demographic and behavioral theories of segmentation and how they differ between China and Australia. Specifically, it examines life expectancy, income gaps, brand loyalty, preferences for quality and status, to identify opportunities like targeting older consumers or adapting marketing strategies for rural vs. urban areas. The conclusion states that properly applying consumer behavior and market segmentation research can help reduce risks when exporting to China.
This document discusses how two theories of consumer behavior - demographic and behavioral segmentation - apply differently in China compared to Australia, providing opportunities for an Australian exporter. Demographic segmentation looks at factors like age, income, gender. China has a growing elderly population, while Australia already has many elderly, indicating a market for age-appropriate products. Behavioral segmentation examines culture and lifestyles. Chinese consumers value functional features and status/prestige, while Australians are often brand loyal, especially for expensive purchases. These differences must be understood to successfully market in China versus Australia.
Write clearly and precisely 2 pages including an introduction, hea.docxambersalomon88660
Angstrom Real Estate, a US-based real estate company, plans to expand its affordable housing portfolio into equatorial Africa. The region faces a shortage of affordable housing. Angstrom will introduce low-cost housing constructed using local materials and labor in Uganda, Tanzania, and Kenya. While the political environment is stable and encourages foreign investment, challenges include high inflation, precipitation interfering with construction, poor infrastructure, and competition from existing players.
The document discusses various aspects of cultural differences that affect international marketing. It provides examples of how cultures differ in their use of language, non-verbal communication, consumption patterns, and evaluation of products. Religions, social institutions, and manners/customs are identified as elements of culture that marketers must understand to effectively operate across borders.
WTO & Trade Issues - International Marketing Introduction.pptxDiksha Vashisht
International Marketing is the application of marketing principles by industries in one or more than one country
International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally
This document discusses international marketing research. It provides information on what marketing research involves, its objectives and importance. Some key points covered include:
- Marketing research gathers, analyzes and distributes relevant information to aid marketing decisions.
- It should continuously cover all important external factors like markets, competition and regulations.
- Research methods include surveys, documents, the internet and direct observation.
- Research helps with country selection, evaluating markets, identifying issues and developing strategic plans.
- Care needs to be taken to avoid issues like standardized approaches across cultures.
In international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. And this decision can make impacts on the organization in terms of the Research and development expenses, finance, production, organization structure, procurement, marketing mix etc. And the decision as to which to choose depending on the attitudes towards the different cultures. So in this article, we are going to cover these two concepts so that you can have an idea about the two concepts in depth.
OVERVIEW / PLAN
- 1. METHODOLOGY CHAPTER
- Analysis of secondary data / No interviews / Not US focused
The whole methodology needs to be changed to explain secondary data ONLY
2. RESEARCH CHAPTER (approx 2000 - 2500 words)
3/ 4 case studies
The research should mostly refer to case studies / the past experiences of a few firms example: McDonald’s when it launched in Japan, the changes they had to make to adapt to the culture there (e.g. the teriyaki burger) and the difficulties Walmart or similar brands have faced when trying to enter new markets. The study should also use models and theories that explain how firms should deal with cultural issues. The study should examine diverse literature on cultural issues, emerging markets, and globalisation.
Find information from past articles / academic writing on this and analyse the findings of that research
Also need the following two chapters to be done:
Conclusion and Reccomendations for future research (approx 1500 words)
In your own words explain the findings of the research drawing back to the case studies / future recommendations
Cultural Issues a Company Faces when Emerging in a New Market 20
CULTURAL ISSUES A COMPANY FACES WHEN EMERGING IN A NEWMARKET
TABLE OF CONTENT
INTRODUCTION…………………………………………….3
1.1 BACKGROUND…………………………………………...3
1.2 OBJECTIVES AND AIM………………………………….4
1.3 RESEARCH QUESTIONS………………………………...4
LITERATURE REVIEW……………………………………….5
2.1 CULTURE CATEGORIES……………………………….5
2.2 DECIDING THE MODE OF ENTRY……………………6
2.3 METHODS OF EXPORTS……………………………….7
2.4 ECONOMIC MODEL……………………………………...7
2.4.1PESTEL MODEL…………………………………7
2.5 CULTURE AND MARKETING…………………………8
METHODOLOGY AND METHODS…………………………9
3.1 METHODOLOGY………………………………………9
3.2 DATA COLLECTION………………………………….9
3.2.1 PRIMARY DATA………………………………9
3.2.2 SECONDARY DATA………………………….10
3.3 RESEARCH APPROACH…………………………….11
DISCUSSION AND LIMITATIONS………………………….12
4.1 DISCUSSION……………………………………………12
4.2 LIMITATIONS………………………………………….12
WORK SCHEDULE…………………………………………….14
REFERENCES………………………………………………….15
Chapter 1
Introduction
1.1 Background
A company can develop a new product or emerge in a new market by using its ideas or those of others. However, there are several issues, such as cultural problems, that it can encounter during the entire process. Firms have to take cultural issues into consideration before deciding to enter into a new market. Some of cultural issues include religion, norms, customs, and language. When a company has adequate knowledge and information it needs, the process of emerging into a new market will be less painful.
The most important thing for a company is to consider the market it's about to enter, once it begins the process of developing a business model and concept (Govindarajan and Ramamurti 2011). The ke ...
Understanding market research - Moses GomesMoses Gomes
This document discusses market research, including its definition, purpose, process, types, techniques, and limitations. Market research is defined as the systematic process of gathering and analyzing information to improve marketing decision-making. It helps companies understand customer needs and behaviors. The key purposes of market research are to strategize marketing plans, reduce costs, and introduce products that create value for customers. Both quantitative and qualitative techniques are used to gather primary and secondary data. The overall market research process involves specifying the problem, collecting and analyzing data, and communicating findings. Limitations include cost, time constraints, and the lag between research and application.
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE GrazynaBroyles24
The document discusses cultural factors that impact global marketing strategies. It provides context around culture and defines it as shared ways of living transmitted between generations. Culture includes both material and non-material elements like attitudes, beliefs, and values. Religion is an important source of a society's worldviews. Differences in aesthetics must also be considered. Successful global marketing requires understanding local cultures while also leveraging shared characteristics.
Consumer behavior is perhaps the most researched topic in customer.docxTharulWickramarathna
The document discusses consumer behavior research and decision making. It notes that early consumer behavior research in the 1980s focused on the decision making stage, viewing shopping as problem solving. More recently, research has looked at how consumers resolve dilemmas through market decisions characterized by tensions between ideal states and conditions needed to activate incentives and decision mechanisms.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
This document summarizes key aspects of marketing in China that a company must consider to avoid failures. It discusses how ignoring Chinese business culture led to mistakes for one company. Specifically, it outlines four fundamentals of Chinese business culture: guanxi (relationships), face, foreignness, and hierarchy. Companies must adopt an attitude that respects these cultural norms by being culturally sensitive, flexible, and respectful. Consumer behavior factors like motivations, status, and attitudes also vary significantly across cultures and regions within China.
Product & Brand Management V2
We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: 9971223030
This document provides an overview of consumer research and market segmentation. It discusses various primary and secondary research methods used to study consumer behavior, including surveys, experiments, focus groups, and observation. It also outlines the consumer research process of defining objectives, collecting data, analyzing findings, and reporting results. Finally, it explains market segmentation as dividing a market into distinct groups with unique needs and characteristics. The key bases for segmentation are described as geographic, demographic, psychographic, and behavioral factors.
8 Developing a Global Vision through Marketing ResearchCHAPTER .docxevonnehoggarth79783
8: Developing a Global Vision through Marketing Research
CHAPTER OUTLINE
Global Perspective: Japan—Test Market for the World
Breadth and Scope of International Marketing Research
The Research Process
Defining the Problem and Establishing Research Objectives
Problems of Availability and Use of Secondary Data
Availability of Data
Reliability of Data
Comparability of Data
Validating Secondary Data
Gathering Primary Data: Quantitative and Qualitative Research
Problems of Gathering Primary Data
Ability to Communicate Opinions
Willingness to Respond
Sampling in Field Surveys
Language and Comprehension
Multicultural Research: A Special Problem
Research on the Internet: A Growing Opportunity
Estimating Market Demand
Expert Opinion
Analogy
Problems in Analyzing and Interpreting Research Information
Responsibility for Conducting Marketing Research
Communicating with Decision Makers
Appendix: Sources of Secondary Data
CHAPTER LEARNING OBJECTIVES
What you should learn from Chapter 8:
•The importance of problem definition in international research
•The problems of availability and use of secondary data
•Quantitative and qualitative research methods
•Multicultural sampling and its problems in less-developed countries
•Sources of secondary data
•How to analyze and use research information
Global Perspective: JAPAN—TEST MARKET FOR THE WORLD
It was 10:51 p.m. in Tokyo, and suddenly Google was hit with a two-minute spike in searches from Japanese mobile phones. “We were wondering: Was it spam? Was it a system error?” says Ken Tokusei, Google’s mobile chief in Japan. A quick call to carrier KDDI revealed that it was neither. Instead, millions of cell phone users had pulled up Google’s search box after a broadcaster offered free ringtone downloads of the theme song from The Man Who Couldn’t Marry, a popular TV show, but had only briefly flashed the Web address where the tune was available.
The surge in traffic came as a big surprise to Tokusei and his team. They had assumed that a person’s location was the key element of most mobile Internet searches, figuring that users were primarily interested in maps of the part of town they happened to be, timetables for the train home, or the address of the closest yakitori restaurant. The data from KDDI indicated that many Japanese were just as likely to use Google’s mobile searches from the couch as from a Ginza street corner.
Japan’s handset-toting masses, it seems, have a lot to teach the Internet giant. The country has become a vast lab for Google as it tries to refine mobile search technology. That’s because Japan’s 100 million cell phone users represent the most diverse—and discriminating—pool of mobile subscribers on the planet. Although Google also does plenty of testing elsewhere, the Japanese are often more critical because they are as likely to tap into the Internet with a high-tech phone as a PC and can do so at speeds rivaling fixed-line broadband. And because Japanese carriers have offered such services for .
Market research the risk of inaccurate translation july 27th 2015 (2) 2-Robin -Ayoub-
This white paper is very interesting take on how misinterpreted language dialogue or survey information can lead to inaccurate product development/services. Marketers, Entrepreneurs, Product developers and anyone interested in reaching out to various demographic groups for opinion or information, should read this document.
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient's choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
This document discusses international marketing research. It begins by explaining that marketing research is needed to reduce uncertainty when expanding globally due to lack of country-specific information. The scope of international marketing research covers socioeconomic, political, market size/trends, and competitive factors. Conducting research across different world regions poses various issues related to factors like technology access and cultural differences.
This document is the thesis proposal of Nemanja Maslar submitted to the Department of Business and Management at LUISS University. The thesis will examine the country of origin effect and how phenomena like brain drain and diaspora from developing countries impact consumer perceptions and purchasing decisions in developed markets. The proposal outlines the background, problem statement, research questions, methodology, and anticipated chapter structure. It will use surveys to collect data on consumer willingness to purchase products from developing countries under various brain drain and diaspora scenarios. The goal is to provide empirical evidence on how these phenomena influence the country of origin effect.
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2. Topics
• Introduction
• Scope and Significance of International
Marketing Research.
• Distinction between Marketing Research and
International Marketing Research.
• Classification of International Marketing
Research.
• Role of Research in International Marketing
Strategy Formulation.
• Complexity in International Marketing
Research.
3. Introduction
One of the most striking developments of recent decades has been the globalization of business.
The growth of world trade requires more information about foreign markets and companies which
expand into new and unknown markets must possess the information about the demand and
conditions of these markets. Companies invade not only into such developed markets as Europe, US
and Japan, but also into the unstable but growing markets of Latin America, the politically uncertain
markets of the Middle East and Russia, and the rapidly changing markets of South East Asia and the
emerging African markets
International Marketing Research
It is the systematic, gathering, recording and analyzing data to provide information useful to
International market decision making / mode of entry / market entry strategy.
4. Scope of Marketing Research in a Global Environment
Marketing research practices and techniques have become truly global
For example, the world’s largest research firm, Nielsen, is headquartered in the U.S. but derives almost two-
thirds of its revenue from outside the U.S. It is standardizing much of the data it routinely collects in 27 different
countries.
International marketing managers make the same basic types of decisions as do those who operate in only one
country. Of course, they make these decisions in a more complicated environment. As with marketing decisions,
the basic function of marketing research and the research process does not differ between domestic and
multinational research. However, the process is complicated almost exponentially as more and more countries
are involved in the same decision.
5. Factors which influence the marketing research in
different countries are
Factors
Cultural
differences
Racial
Differences
Language
Differences
Historical
Differences
Religious
Differences
Economic
Differences
Climatic
Differences
6. 1. Cultural differences. Culture refers to widely shared norms or patterns of behavior of a large group of
people. It is the values, attitudes, beliefs, artifacts and other meaningful symbols represented in the pattern of
life adopted by people that help them interpret, evaluate and communicate as members of society
Example:
Product. When a soft drink was launched in Arab countries, it has a label with six-pointed stars. The sales were very low as
the stars were associated with Israel.
Price. An American firm was willing to set a reasonable price for the product they intended to sell to the Japanese. A
detailed presentation was made to the Japanese businessmen, but it was followed by a deep silence. The Americans
thought that the Japanese were going to reject the price and offered a lower price. The Japanese kept silence again. After
that the Americans lowered the price again saying that it was the lowest they could sell at. After a brief silence the offer
was accepted. Later the Japanese confessed that the first offered price was quite acceptable, but they had a tradition to
think over the offer silently. An American company suffered great losses in this case.
Place. A company wanted to enter the Spanish market with two-liter drinks bottles and failed. Soon they found out that
Spaniards prefer small door fridges and they could not put large bottles into them.
Promotion. Pepsico came to Taiwan with the ad ‘Come Alive with Pepsi’. They could not imagine that is it translated ‘Pepsi
will bring your relatives back from the dead’ into Chinese.
.
7. 2. Racial Differences. This refers to the differences in physical features of people in different countries.
Example:- types of hair cut and cosmetic products differ greatly in various countries.
3. Climatic Differences. These are the meteorological conditions such as temperature range or degree of rain.
Example:-Bosch-Siemens adapted their washing machines to the markets they sell. In Scandinavia, where there are very
few sunny days, they sell washing machines with a minimum spin cycle of 1,000 rpm and a maximum of 1,600 rpm,
whereas in Italy and Spain a spin cycle of 500 rpm is enough
4. Economic Differences. Economic development of various countries is different and when a company
introduces a new product it adapts it to that new market. There are factors which show the level of economic
development
Buying power and revenue of the market. In developed countries with higher income of revenue people
prefer complicated product with advanced functions, while in poor countries simple product are preferable.
The infrastructure of the market. Such elements of the infrastructure of the country as transport,
communication system and others influence the product.
Example:-When Suzuki entering the Indian market the suspension was reinforced as the state of roads in
India is very poor.
8. 5. Religious Differences. Religion affects the product greatly and makes companies adapt their product to
religious norms.
Example:-If a company exports grocery products to Islamic countries it must have a special certificate
indicating that the animal was slaughtered according to ‘Halal’ methods.
6. Historical Differences. Historical differences affect the consumer behavior.
Example:- Scotch whiskey is considered fashionable in Italy and not very trendy in Scotland.
7. Language Differences. The correct translation and language adaptation is very important.
Example:-when Proctor & Gamble entered the Polish markets it translated properly its labels but failed.
Later they found out that imperfect language must have been used in order to show that the company fits
in.
Besides the differences mentioned above, there may be differences in the way that products or services
are used, differences in the criteria for assessing products or services across various markets and
differences in market research facilities and capabilities[5].
9. General guidelines and considerations for conducting international marketing
research
When thinking about designing marketing research for international markets, it will be necessary to:
1.Clearly understand the research problem from the viewpoint of the host market (and not jump to
conclusions),
2.Consider the market research design relative to the available research infrastructure (that is, the ability to
implement and execute surveys, observation and focus groups).
3.Identify the potential cultural limitations (e.g. limited access to females and less willingness to openly
share/provide information) and consider how that can be addressed (e.g. by using surrogate information) or
how it will need to be considered in the analysis stage of the research
4.It becomes more important to utilize local market research suppliers and agencies, particularly in host
countries that are significantly different to the home country in terms of culture and infrastructure.
10. Difference between Domestic and International
marketing research
Domestic Market Research International Marketing Reseach
Data will be available in single language and
usually easily accesses
Data will be in foreign languages and may be
extremely diffilcut to abtain and interupt
Data Availability will be accurate Formidable, but doubted
Broader than he domestic research
11. Classification of International Marketing
Research
International
Marketing Research
Exploratory
research
Descriptive
research
Causal
research
12. 1.Exploratory research :-
• Deals with discovering the general nature of the problem and the variables that relate to it.
• Exploratory research is characterized by a high degree of flexibility, and it tends to rely on secondary
data, convenience or judgment samples, small-scale surveys or simple experiments, case analyses, and
subjective evaluation of the results.
• Exploratory research is "the preliminary research to clarify the exact nature of the problem to be
solved."
It is done to understand what is happening and why something is happening. Some of the most
common methods of exploratory research are focus groups, interviews, literature research (library,
newpaper, magazines, trade publication and online), and case analyses
The following are some examples for studies with exploratory research design in business studies:
•A study into the role of social networking sites as an effective marketing communication channel
•An investigation into the ways of improvement of quality of customer services within hospitality sector in
London
•An assessment of the role of corporate social responsibility on consumer behaviour in pharmaceutical
industry in the USA
13. Advantages of Exploratory Research
1.Flexibility and adaptability to change
2.Exploratory research is effective in laying the groundwork that will lead to future studies.
3.Exploratory studies can potentially save time and other resources by determining at the earlier stages the
types of research that are worth pursuing
Disadvantages of Exploratory Research
1.Exploratory studies generate qualitative information and interpretation of such type of information is
subject to bias
2.These types of studies usually make use of a modest number of samples that may not adequately
represent the target population. Accordingly, findings of exploratory research cannot be generalized to a
wider population.
3.Findings of such type of studies are not usually useful in decision making in a practical level.
14. 2.Descriptive research:-
• It is focused on the accurate description of the variables in the problem model.
• Consumer profile studies, market-potential studies, product-usage studies, attitude
surveys, sales analyses, media research, and price surveys are examples of descriptive
research.
• Any source of information can be used in a descriptive study, although most studies of
this nature rely heavily on secondary data sources and survey research.
• Descriptive research generally precedes explanatory research
• Its value is based on the premise that problems can be solved and practices improved through
observation, analysis, and description.
• The most common descriptive research method is the survey, which includes questionnaires,
personal interviews, phone surveys, and normative surveys.
15. 3.Causal research:-
• attempts to specify the nature of the functional relationship between two or more variables in the problem
model.
• For example, studies on the effectiveness of advertising generally attempt to discover the extent to which
advertising causes sales or attitude change.
• Causal Research is the most sophisticated research market researchers conduct. Its goal is to
establish causal relationships—cause and effect—between two or more variables
16. Role of Research in International Marketing
Strategy Formulation
• International market research is an essential for developing strategy in readily changing
global marketplace
• Research will help to positioning new products, avoiding product formulations errors,
accurately considerate the cultural differences, classify relevant promotion messages,
being an apprehensive approach of geographical differences, assess the language and
translations challenges.
• Helps Information needs for international market entry includes micro issues (for
instance product and services sales potential, market growth rate and completive
intensity) and macro issues e.g. (Political, legal and regulatory environment of each
international country).
• Information which involves evaluating and integrating data previously collected to
examine changes in international environment.
• Information on issues which surround tactics in developing the appropriate marketing
mix.
17. Challenges of conducting international marketing
Research
Challenges
Cultural Differences
Language
differences
Language rules
Traditional and
Cultural norms
Period and Time
Zone
International
holidays
Translation and conversion
Sampling collecting issues
Local Interviews
Questionnaire time-span
Data collection complications
Market examines and research
infrastructure
Legal restrictions
Measurement and dimension issues
18. 1. Cultural Differences
Operate market research is an international environment requires concentration to obtain details and
learning new things. In managerial point of views this includes more infinite knowledge of native
cultures. Cultural components for instance, social institutions, gender role, language, religion,
aesthetics, education, and time orientations are closely related to national culture.Cultural differences
intensely affect on acceptance of products and services, in the other hand market behavior. The
knowledge of target markets plays a critical role in manipulation of research. Market research
professionalises require certain level of educational and technical skills. These skills are very
demanding to operate the international marketing research strategies.
1. Language differences.
As market research is being carried out internationally researchers have to take language and culture
consideration while designing their questionnaires. Language is the most important factors which brings
challenges in carrying out international research. Many organizations have command over English language, but
that does not mean that everyone can understand English. Situations can become more complicated when there
variations within the same language for instance, Americans and British have some variations in the way of speak
English.
2. Translation and conversion.
The most common problem that researchers face is translating their questionnaire developed for one country can be difficult to
translate into another language because of differences in idioms, concepts, syntax,.In international marketing research, accurate
information takes an essential part to maintain their targets. So sometime market researchers send back the questionnaires
translated in to proper translations. In this process questionnaires translated one language to another language to interpret the
important information about international marketing research.
19. 3. Language rules.
Syntax is related to the language as it refers to constructions of sentences and phrasing of words together for instance,
translating English in grammar language is very difficult because of sentence constructions.
4. Traditional and Cultural norms
After language the most important factor is cultural norms in the international marketing researchers. These norms are very prominent strengths
and can easily identify the difference between the successful and failure production establishment. Unfortunately these norms are very dedicated
rather than transparent which make very difficult to analysis the international market.
Example U.S Ketchup Company that, after knowing that the ketchup is not available in Japan, so they decided to attempt the market for
introduce the ketchup over there. Rather than they should be focus on it why is the ketchup is not available in Japan, here they ignore the
investigation through international market research and invested the huge amount for launch their product establishment. After this the company
of U.S become to know that soy sauce preferred in Japan.
5. Period and Time Zone
Time zone should be kept in minds while conducting market research. Differences in time zone have a huge impact on communication and timings of the
project. Extra time is required for project and communications to take place across the world. Time of days also matter in countries like Japan where business is
only done in business hours.
So the ignorance the importance of cultural norms has become a cause of certain problems in international marketing research.
6. International holidays
Foreign holidays another factor like time zone that has to be kept in mind, as different countries have different holidays depending on their culture, religion,
and their beliefs. It is important to check holidays schedule before starting research in another country .Nearby every Monday is holiday somewhere in the
world.
20. Sampling collecting issues, sampling framework.
Sampling is a very common practice in the manipulating of international marketing research.
consideration the case of China, China has a total population is 1.2 billion, 350 million of its total population is live in urban
areas of 622 cities and scores of smaller towns. Of the cities only 32 have population of at least one million, while 42 have
population between 5000,000 and one million, and the remaining 548 have population of less than 500,000 since no smaller
towns and rural areas are included in market research So it become very hard to collect hundred percent from the samplings.
(i). Local Interviews
It is very complicated communication process, but market researchers tried to adopt this technique to be aware the customer’s point of views
about the products qualities. This technique has also certain problems due to language barriers among the countries.
(ii) Questionnaire time-span
Different language can shorten and lengthen the amount of time it takes to get through a questionnaire
Example :-translated into Italian, a 20 minutes American questionnaire will last only approximately 18 minutes. Translated into French, the same
questionnaire will take 22 minutes. The difference between in durations is attributable to the subtle nuances of both languages
21. Measurement and dimension issues
In international marketing research it is critical to establish the equivalent of scale and measures used to obtain data from
different countries .One of the major issues that must be dealt with early in the international market research process in the
equivalence of data
This includes three factors which are as below.
1. Same phenomena should be used in both countries in the study of equivalence.
2. The phenomena are being measured consistently each country.
3. The samples are used in each country must be equivalent to each other.
These factors are involved in the measurement issues which are rapidly increased time to time in international environments. The
perception of reliability, describe as consistency over time, and validity which is responsible that what kind of instrument is
basically used to measurement and it is very important to any market research efforts.
22. Market examines and research infrastructure
Media internet quality control is very important in market research projects so if any country has no proper media technology there market research
has face lots of problems and has no any success in the market research. Widespread print and broadcast media are used generally in Western
advantages.
Data collection complications
The process of carrying salesperson is the international market is more difficult than the domestic market. It is expensive, more time taking, unreliable
mailing services in developed countries makes influence international mail survey challenging
Legal restrictions
Privacy and legal restrictions have different challenges in international marketing research. European countries have strict privacy policies which can
shut down marketing activities that collect and portrait personal information. For instance, the Chinese are monitoring questionnaire structure even
the endorsement of the final data. This is in direct conflict the American approach of non-disclosure of proprietary client result