The Difference in Values in Turkey, Costa Rica and the United States for Effective Marketing

From the Americas to the Middle East, every country’s culture has begun and evolved in different ways. Due to globalization, the differences are getting fewer and fewer, but the values upheld by the US, Costa Rica and Turkey remain distinct, affecting the behavior of consumers in the global marketplace.

The internal values of each country are what begin the distinctions from the consumers. The Costa Rican culture values being religiously pious, polite and respectful (World Trade Press, 2010). They have a Roman Catholic heritage as they were colonized by Spain. However, unlike most other Latin American countries colonized, Costa Rica does not have many natural resources to exploit (Wherry, 2007). Thus, during their colonization, they were given a lot of autonomy, and not kept under a strict rule. Therefore Costa Ricans celebrate their Spanish influences instead of denouncing them like their neighboring countries. These values influence the average consumer into buying items from companies that are respectful and do not encourage a tone of disrespect. This is in direct contrast to the United States, where the average consumer celebrates being their own person and going against society’s wishes. Turkey values modesty, friendliness and hospitality (World Trade Press, 2010). The family is the root of all social, emotional and financial bonding in Turkey. Any company that values family will have a good start in Turkey. There is religious freedom in both countries; however those religious values are embedded in the culture.

Children are highly celebrated in both of these countries. In Turkey, pregnant women are given the best care possible, kept away from work and negative influences and showered with gifts. There is a preference towar...

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... from http://babel.hathitrust.org/cgi/pt?id=mdp.39015035517179;view=1up;seq=13

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Wherry, F. (2007). Trading impressions: Evidence from costa rica. Annals of the American Academy of Political and Social Science, 610, 217-231. Retrieved from http://www.jstor.org/stable/25097897

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