scholarly journals The Influence Of Cultural Diversity On Marketing Communication: A Case Of Africans And Indians In Durban, South Africa

2015 ◽  
Vol 14 (6) ◽  
pp. 869 ◽  
Author(s):  
Abosede Ijabadeniyi ◽  
Jeevarathnam Parthasarathy Govender ◽  
Dayaneethie Veerasamy
Keyword(s):  
South Africa ◽  
Cultural Diversity ◽  
Cultural Values ◽  
Marketing Research ◽  
Sampling Technique ◽  
Cross Cultural ◽  
Cultural Dimension ◽  
Marketing Communication ◽  
Current Thinking ◽  
Cultural Marketing

This paper investigates the cultural diversity between Africans and Indians in Durban, South Africa, based on marketing communication. While cross-cultural marketing research has been concentrated on Western and Eastern societies, there is a lack of such research in Africa. The study examines the cultural values of Africans and Indians based on the individualism-collectivism cultural dimension, adapted to account for marketing communication-specific cultural values (MCSCV). The study was a quantitative study which used judgmental sampling technique to recruit subjects and analysed data using the t-test. Surveys were completed by 283 African and 92 Indian respondents at the main shopping malls in two of Durban’s renowned African and Indian townships viz. Umlazi and Chatsworth, respectively. The findings of the study revealed that Indian respondents showed more individualistic tendencies toward marketing communication, as compared to their African counterparts. The study highlights that target markets’ indigenous cultural values may not necessarily serve as predictors for market segmentation. The study further shows that directing stereotypical marketing communication strategies toward culturally homogeneous markets based on indigenous cultural dispositions, without investigating the compatibility of both cultural contexts, can be deleterious. The paper builds on current thinking in cross-cultural marketing literature and develops an orientation of MCSCV.

scholarly journals Establishing Cultural Integrity in Qualitative Research

2018 ◽  
Vol 17 (1) ◽  
pp. 160940691774970 ◽  
Author(s):  
Rinchen Pelzang ◽  
Alison M. Hutchinson
Keyword(s):  
Qualitative Research ◽  
Patient Safety ◽  
Cultural Values ◽  
Cross Cultural ◽  
Cultural Dimension ◽  
Safety Concerns ◽  
Cultural Integrity ◽  
Growing Body ◽  
Methods And Techniques

This article contributes to the growing body of literature on the methods and techniques that might be used to help ensure the cultural integrity and rigor of research that has a cross-cultural dimension. Drawing upon our experiences while conducting a study investigating patient safety concerns in Bhutan, we will reflect on how the study was conceptualized and framed around the elements of the Bhutanese traditional cultural values; how the researchers were positioned; and how the intercultural perceptions, representations, languages, and attitudes influenced the fieldwork processes. It is anticipated that the approach described in this article will help qualitative researchers to understand how important it is to recognize and be responsive to the cultural and linguistic nuances of given research settings to achieve cultural integrity.

The Role of Cross-cultural Analysis in Choosing the International Marketing Strategy of Adaptation or Standardization

10.12737/2497 ◽  
2014 ◽  
Vol 2 (3) ◽  
pp. 54-58 ◽  
Author(s):  
Щепеткова ◽  
D. Shchepetkova
Keyword(s):  
Marketing Research ◽  
New Product ◽  
International Markets ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Foreign Products ◽  
International Marketing Strategy ◽  
Cultural Marketing ◽  
A Company

Nowadays most of the companies successfully sell goods by crossing the borders of the domestic country. However international corporations often face problems, connected with cultural differences in consumer behavior as well as distinctions in their perception of foreign products. Thus, for achieving the success on the international markets, a company should take precise actions before launching a new product, selecting appropriate marketing strategies and carrying out cross-cultural marketing research.

scholarly journals Exploration of Food Culture in Kisumu: A Socio-Cultural Perspective

2017 ◽  
Vol 6 (7) ◽  
pp. 74
Author(s):  
Fredrick Argwenge Odede ◽  
Dr. Patrick O. Hayombe ◽  
Prof. Stephen G. Agong’
Keyword(s):  
Sustainable Development ◽  
Cultural Values ◽  
Group Discussion ◽  
Sampling Technique ◽  
Food Culture ◽  
Sustainable Urban Development ◽  
Cultural Dimension ◽  
Snowball Sampling ◽  
Cultural Perspective ◽  
Urban Centre

<p>Increasingly food culture in the context of socio-cultural dimension is becoming important for sustainable urban development. In the last four years food festivals have been held in Kisumu attracting several interests both from within and without the City. The Kisumu fish night event of 2013 marked the melting point of food culture in Kisumu. This paper thus explores the noble intention of integrating food culture in Kisumu as a socio-cultural capital for the advancement of City sustainable development agenda. To an agrarian society, life is about food from its production, the processing/preservation up to the consumption or the sharing. People connect to their cultural or ethnic background through similar food patterns.  People from different cultural backgrounds eat different foods leading to the question: Are Luos in Kisumu defined by their own food culture? This study further investigated the mode of production, and storage of food resources, examined food cuisines of the Luo community in Kisumu, and assessed the food habits, practices and beliefs associated with food cuisines, as well as, the nutritional and socio-cultural values of Luo cuisines. The research employed qualitative methods of data collection such as interviews, observation, focused group discussion and photography using purposive and snowball sampling technique. Content analysis was used to draw general universal statements in thematic areas with respect to the research objectives. The study revealed that Luo community in Kisumu has a food culture laced with rich cultural practices, rituals and societal norms that defines them as a distinct cultural identity but interacts with other cultural groups in the metropolitan city of Kisumu. Further, the study confirms that indeed food culture is vital for sustainable development of urban centre granted that Kisumu largely evolved as urban centre for exchange of goods for food.</p>

scholarly journals CULTURAL DIVERSITY AND UNITY OF APPROACHES TO CONSIDERING THEM

2021 ◽  
pp. 46-51
Author(s):  
Liudmila Tiurenkova ◽  
Keyword(s):  
Cultural Diversity ◽  
Cultural Values ◽  
Critical Analysis ◽  
World Wide ◽  
Ethnic Relations ◽  
Cross Cultural ◽  
Cultural Dynamics ◽  
Academic Literature ◽  
National Economies ◽  
Philosophical Understanding

The paper gives a review of theoretical points for philosophical understanding of a phenomenon of integration and unification processes flow in sphere of global social and cultural dynamics. Etymological description of a concept “culture” is outlined, key versions of explanation of the definition in the today's academic literature is presented. The author sums up views of outstanding cultural anthropologists and philosophers of culture on influence that world-wide tendencies of internationalization of cultural values and commercialization of cultural sectors of national economies have on local cultural organisms. Also, the paper states critical analysis of ideas of multiculturalism, cross-cultural tolerance in the context of preservation cultural diversity and harmonization of inter-ethnic relations in multi-ethnic areas.

Culture, Language and Productivity in the Workplace within the BRICS Nations

2019 ◽  
Vol 29 (1) ◽  
Author(s):  
Russell Kaschula ◽  
H Ekkehard Wolff ◽  
Andre Mostert
Keyword(s):  
South Africa ◽  
Financial Integration ◽  
Cross Cultural ◽  
Economic Environment ◽  
Cultural Dimension ◽  
Light Touch ◽  
Research Framework ◽  
Language And Culture ◽  
Research Activities ◽  
Challenges And Opportunities

The changing economic environment globally carries challenges and opportunities for business. Cross-cultural environments and financial integration call for greater understanding of the workplace. The authors assess the usage and status of language and culture in workplaces within the BRICS (Brazil, Russia, India, China, South Africa) countries through a light touch survey to assist in framing further and deeper research activities. The objective is to develop a suitable research framework regarding the place of language and culture in the workplace in multilingual and multicultural contexts. The authors argue for the inclusion of a cultural dimension linked to multilingual strategies in the workplace. The inextricable link between language and culture is explored in this article. It is suggested that orality and the way we pass on information in the workplace should be considered when encouraging productivity in the multilingual, multicultural workplace in order to create a sense of integration and belonging rather than one of alienation.

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