Culture has no specific definition which has been agreed upon by researchers. However it is classified as the set of attributes, values, beliefs prevailing in society. Culture is a very difficult concept to analyse and understand due to wide differences prevailing in different societies. Culture cannot be imposed or inherited by individual. It is passed through generations by inclusion of new beliefs and values. Culture differences are prevalent in every society which has their unique beliefs and values.
These differences may have significant influence on individual values and attitudes. Hence it becomes important to analyse these differences to succeed in foreign market. Many researchers have provided their own set of assumptions, models and frameworks to assess these cultural differences. This helps in understanding the values, consumer behaviour for marketers hence addressing consumer needs properly.
Let us first understand importance of understanding cultural differences. “Difference in cultures is generally a source of disaster and creates nuisance. They Contribute to create conflict instead of synergy”—Hofstede.
There is ample evidence which suggests differences among groups however we always assume that deep inside we all are same. This way we are unaware of different cultures and we assume no cultural differences. This assumption creates mis-understanding and poor interpretation of varied cultures existing among countries.
Huge diversity in different societies asserts the fact that cultural differences still exists even though there is creation of global village culture. Hence it becomes necessary to be aware of cultural differences and respect cross cultural relations. Also culture is crucial influential factor in purchase aptitude of consumer i.e. preferences and values. Hence marketers have to analyse these culture differences and address them
intricately for successful business development.