The Importance of Research on Cross-Cultural Differences in Consumer Behavior in Foreign Markets

Abstract

Culture affects both the choice of goods by an individual consumer and the consumption process of society as a whole. International companies face problems related to cultural differences in consumer behavior and their perception of foreign goods. Currently, the increase in flows of goods across the borders of countries and cultures, the reduction of technological barriers increases the relevance of cross-cultural research. Attention to theoretical and applied cross-cultural studies of consumer behavior is explained by both scientific interest and practical request of enterprises operating in foreign markets. When entering foreign markets, companies are faced with the need to adapt their marketing strategies to the requirements of a new culture and behavioral characteristics of consumers. National culture influences the supply of goods, their distribution and promotion, providing information to consumers and sellers, imposes restrictions or increases the degree of freedom of sellers and consumers, demonstrates the possibilities of consumption of new goods. Attracting and retaining consumers belonging to different cultures contributes to improving the effectiveness of international marketing. Cross-cultural analysis as a relatively new direction of research is at the intersection of marketing, management, sociology and cultural studies. Cultural differences and unique traditions of each nation influence the behavior of consumers and their reaction to marketing. Insufficient understanding by marketers of the cultural characteristics of consumers in different countries is one of the main problems of cross-cultural marketing. The purpose of this work is to study existing approaches to cross-cultural analysis through the prism of marketing concepts. Cross- cultural marketing as a strategy aimed at adapting products, advertising and communications to the cultural characteristics of different regions and countries allows you to attract a new audience, improve brand perception and establish positive relationships with consumers of different cultures. To develop an effective cross-cultural marketing strategy, it is important to explore and take into account the mentality, values, preferences and traditions of consumers of different cultures, as well as to use adequate linguistic and visual images. UDC: 339.138:[366.12:303.446.23]; JEL: M31.