CULTURAL

VARIATIONS
IN
JUDGEMENT AND
DECISION
MAKING
\
 CULTURE
● Culture represents the living style of the people of a specific area, the buying behavior, the taste, the class of people
to which they belong; the psychographics and the aesthetics of the population. Cultural changes account for
people’s core beliefs or values. People’s view of themselves, others, society, organizations, nature, and the universe
all play a part in shaping one’s culture as well as influences his behavior. Companies need to consider these factors
while working in the market place. When a company decides to launch a product, it must keep in mind what is the
product and what the target population should be. Target population is chosen on the basis of these cultural
influences as well as their demographic impact. A company must know whether it is going to launch the product for
middle class or elite class? Whether such kind of products is already running in the market? What is the taste of
people? What is their purchasing behavior? Whether they can be regular customer or not? A lot of such questions
should be satisfied first and these all are necessary to launch a successful product.

● For example, if we consider a daily product like shampoo; we see Dove, Pantene, Head & Shoulder, Sun Silk, Life
buoy, etc. all these are shampoos but made for different categories of customers. Dove and Pantene for elite class, H
& S and Sun silk for middle class and life buoy for lower class. Different tea brands hit different classes. Education
is also a variable for shaping up decision making process. For example, a black berry mobile phone is useless for an
illiterate person. So a marketer must keep in mind the cultural factor to adopt a wise market plan.
 IMPORTANCE OF CULTURAL VARIATIONS IN DECISION
MAKING
Cultural values and social norms impact the way people communicate, think and make
decisions. Being aware of how culture influences different groups of people can help
marketers develop content that resonates with them. Cultural variations can help to:

● Improve communication with your target audience

● Build rapport with customers and increase brand loyalty
● Identify unique opportunities to innovate your products or services
● Increase revenue, sales and your return on investment (ROI)
● Expand your global reach by tapping into new markets
 INFLUENCE OF CULTURE ON PERCEPTION
Culture is associated with the shared elements that help to provide standards for evaluating, perceiving, communicating,
acting, and believing among the people who share language in the geographical location and historical period. Further, it
contends that the culture is a similar untidy set of material and symbolic concepts that give direction and form to
behavioral culture located in patterns of practices, ideas, artifacts, institutions, and products. These are widely accepted
terms incorporated into factors external to people, such as the similar dimension of culture or societal values. The
recursive nature of the cultural process leads to expectation and reinforces the behavior by which it influences the level
of individual-psychological mechanism. Research supports the process of the condition of culture in terms of individual
cognition and perception by providing life expectations, needs, and values that impact people's basic sensory
perceptions.
● A person’s culture has a huge influence on their thought processes and behaviours. Because it’s so influential
on how people perceive the world around them, their place in it, and how they make decisions, it tends to
play a role in determining how and why we consume goods and services.
To some extent, culture is simply what comes most naturally to a person – what fits within their values and belief
systems, and what they see others around them doing. Culture influences what feels right, normal and desirable.
Retailers that ask consumers to swim against the social current are making it harder for the consumer to choose their
services. It’s usually better practice to make it possible and easy for consumers to choose your product within their
cultural comfort zone.
 CULTURAL INFLUENCE IN MARKETING
STRATEGIES
Every country has its own norms, taboos and folkways. Companies must understand all these things when they design global marketing
strategies that how culture affects consumers’ buying and reactions in different countries of same product. In fact, they must also
understand how these marketing strategies influence on local cultures as well.

Before developing a marketing plan, every seller should examine the ways that buyers in different countries use and think about certain
products. There are often surprises. For example, the Germans and the French eat more branded and packaged pasta than Italians do.
Italian kids like to eat chocolate bars between slices of bread like snack.Some examples of different global behavior are given below
which show that how important it is to know the culture of that particular country where you want to start your business:
● Tough and Fast Bargaining, which work very well in many countries, is often unsuitable in Japan and other Asian countries.
Furthermore, Japanese business holders hardly ever say ‘no’ in face to face communication.
● South Americans like to stand or sit close to each other when they talk about businesses. The American business managerial tends
to keep backing away as the South Americans moves closer. It’s a cultural difference between these two.
● One more behavioral difference is when Japanese business executive exchange their cards so they give it importance. They show
respect to their cards as they show respect for the person. But in many other countries business cards are taken for granted thing. If
they need it so they will keep it with them otherwise they do not take botheration of it.

Companies who understand this point of marketing, usually can gain more advantages before positioning their product or brand
internationally. Culture is an essential part of all the countries. Culture varies country to country so that it has a great impact on
consumer’s buying patterns. If you want to enhance your business internationally so you have to take it very seriously. Thus,
understanding with cultural preferences, traditions and behavior patterns help companies to avoid embarrassing mistakes and also provide
advantages of cross-cultural opportunities for their brands and product lines.
 TABLE OF CONTENTS

01 02 03

MARS MERCURY JUPITER

Here you could describe Here you could describe Here you could describe
the topic of the section the topic of the section the topic of the section
WHOA
SOME CASE STUDIES
 INTRODUCTI
ON
Mercury is the closest planet to the Sun and the
smallest one in the Solar System—it’s only a bit
larger than the Moon. It was named after a Roman
god
 01
Mc D
You can enter a subtitle here if you
need it
THE SLIDE TITLE GOES HERE!

Do you know what helps you make your point

clear? Lists like this one:

● They’re simple

● You can organize your ideas clearly

● You’ll never forget to buy milk!

And the most important thing: the audience won’t

miss the point of your presentation
 YOU COULD USE THREE COLUMNS, WHY NOT?

MARS JUPITER SATURN

Despite being red, Mars is It’s a gas giant and the It’s a gas giant, composed
actually a very cold place biggest planet in the Solar mostly of hydrogen and
System helium
 A PICTURE
ALWAYS
REINFORCES THE
CONCEPT
Images reveal large amounts of
data, so remember: use an image
instead of a long text
A PICTURE IS
WORTH A
THOUSAND
WORDS
AWESOME
WORDS
 DO YOU NEED A GRAPH?

Venus has a beautiful

name, but it’s terribly

Mercury is the closest

planet to the Sun

To modify this graph, click on it, follow the link, change

the data and paste the new graph here
 SOMETIMES, REVIEWING CONCEPTS IS A GOOD
IDEA

MERCURY VENUS MARS

Mercury is the closest Venus has a beautiful name, Despite being red, Mars is
planet to the Sun but it’s terribly hot a cold place

JUPITER SATURN NEPTUNE

It’s the biggest planet in the Saturn is the ringed one and Neptune is the farthest
Solar System a gas giant planet from the Sun
 INFOGRAPHICS MAKE YOUR IDEA
UNDERSTANDABLE...

SATURN NEPTUNE
Saturn is a gas giant Neptune is far away
with several rings from Earth

MARS JUPITER
Mars is actually a very It’s the biggest planet
cold place of them all
 ...AND THE SAME GOES FOR TABLES

MASS DIAMETER SURFACE

(earths) (earths) GRAVITY
(earths)

MERCURY 0.06 0.38 0.38

MARS 0.11 0.53 0.38

SATURN 95.2 9.4 1.16

THIS IS A MAP

MARS
Despite being red, Mars is
a cold place

MERCURY
Mercury is the closest
planet to the Sun
 A TIMELINE ALWAYS WORKS WELL

DAY 1 DAY 2 DAY 3 DAY 4

Mercury is the Jupiter is the Despite being Venus has a

closest planet to biggest planet of red, Mars is a beautiful name,
the Sun them all cold place but it’s very hot
4,498,300,000
Big numbers catch your audience’s attention
 333,000.00
earths is the Sun’s mass

24h 37m 23s

is Jupiter’s rotation period

386,000 km
is the distance between Earth and the Moon
 OUR TEAM

JENNA DOE HELENA JAMES

You can replace the image on You can replace the image on
the screen with your own the screen with your own
YOU COULD USE FOUR COLUMNS, WHY NOT?

MERCURY VENUS
Mercury is the closest Venus has a beautiful name,
planet to the Sun but it’s terribly hot

MARS JUPITER
Despite being red, Mars is a It’s the biggest planet in the
cold place Solar System
02
jarea
You can enter a subtitle here if you
need it
 PROGRESS

70% Venus has a beautiful

name, but it’s hot

Mercury is the closest 30%

planet to the Sun

To modify this graph, click on it, follow the link, change

the data and paste the new graph here
 IDENTIFYING INFORMATION

MERCURY SATURN

50% 20%

Mercury is the closest Saturn is the ringed one

planet to the Sun and a gas giant
 WHAT ABOUT THESE PERCENTAGES?

20% 50% 75%

MARS SATURN MERCURY

Despite being red, Mars Saturn is the ringed one It’s the smallest planet in
ir a cold place and a gas giant the Solar System
 03
JUPITER
You can enter a subtitle here if you
need it
 DESKTOP SOFTWARE

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work. Just delete this one, add
yours and center it properly
TABLET APP

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