Cultural customization of a website is the process of involving cultural elements into the design of the site itself. The cultural designs can be a specific color that inspires the audience, a specific written language that is culturally relevant to the community, and keywords that strongly impact cultural mindsets of visitors. Combining these and many other factors that create a specific cultural we are able to target individual local markets compared to the global international market.
In Jaime Christine Perez’s paper in 2012 she states that keywords are critical aspects of cultural customization and should be as specific as possible to the cultural the marketer is attempting to reach (Perez). Using these cultural specific keywords allows a marketer to connect to a target market by understanding the perception of the community. According to The Culturally Customized Web Site “perception envelops the broad area of human processes ranging from sensation to concept formation” (Singh). These perceptions are heavily impacted by culture through the values and ideals of the community. Using the community perceptions on the environment, language, and color within the design layout of a company website will allow for greater conversions and better understanding of the community culture at large.
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Within one culture a color will mean something completely different then it would to another culture. A great example of this is the color Red. Within the European and Western cultures the color red stands usually for danger, love and excitement. When you look at the color red to the Chinese culture it is a traditional bridal color and represents good luck (Sibagraphics). From a southern American cultural standpoint brides would never wear a red dress to a wedding because of the anger and aggression that comes with wearing that specific color through our mindset
In the film, the color red is used to represent Indian culture. This is demonstrated in the red ceremonial clothing worn during the wedding, as well as the red flowers that surround Mina’s family’s home in Uganda. Mina consistently wears red throughout the movie, which indicates that she is close to her family. Black culture, meanwhile, is represented
However, entering into a market as different as Japan is not without its risks, and must be ensured to be successful, with the help of market research, marketing, and operational theories, lest the new venture become a very costly mistake. Target Consumer Market When moving to a market with a consumer culture so different from the home market, a company must be careful to analyse its target audience in detail, to avoid costly cultural faux pas. To get a good feel for the Japanese culture, a good place to start would be the experts in the cultural studies field. Hofstede’s cultural dimensions, created during his in-depth GLOBE study of the cultures of the world, gives a good comparison between the priority differences between Japanese and English culture. A detailed analysis of the cultural differences will be given in the ‘Marketing Issues’ section of the report.
Within the United States there is a huge diversity of cultures. Culture is many different things, it is a tradition, it is the values and beliefs passed down from generation to generation, and culture is the identity of any country. Culture helps to identify one cultural group from the other. Although we may live in the same country,city, or state we still differ from one another by the way we dress, our beliefs, language, traditions, music, art, food, religion, and politics.
Mardi Tan is the founder of Yumcha.com.au; which is a social networking site website. She is looking for the best way to effectively and successfully launch this site. To find her target audience, she did some research on Australia’s population by ethnicity. She found that from the 20 million people in Australia, 1.7 million people were from an Asian descent. “A 1998 ABS survey indicated that the Chinese community in Australia was the second largest Internet-using group by ethnic community” (Belliappa, Rohan).
A company will want to know the power and effectiveness of their ads and about the society it is marketing to. This is why companies need to know about the cultural role of advertising, not the marketing role. The cultural role tells an organization not only about the values but also the notions of good and evil, and mortality and immortality. This information is important as it helps them to formulate their advertisements in a way that deeply affects the emotions of their consumers.
According to Webster’s Dictionary, culture is defined as tradition or a way of life. It is also a defining principle in how we live our life and the type of people we become. The Salish Indians of the Montana and Celie, the main character of the book The Color Purple, are two examples of cultures that made them who they are. Celie is a poor, black, woman growing up in Memphis, Tennessee in the mid-twentieth century. The men have constantly put her down, through beatings and rape, for being a woman with no talent at all. Her husband’s lover comes to town and gives Celie a chance to see a culture where a woman can stand up for herself and teaches her that love is possible. The Salish on the other hand have a culture that has gone on through the ages and still is a part of each person today despite the obstacles they have had to face. Culture does shape us because from birth it is what tells us our ideals, laws, and morals that we live by each day.
Assuming a country had a favorable political, legal and economic environment; its cultural environment was evaluated. Culture impacts demand and the marketing mix; therefore, if a country's culture was deemed unfavorable, it was not included in the top ten ranking. Similarly, if a country's culture seemed especially favorable, that aspect is denoted later in the analysis. Cultural factors considered in this analysis:
The United States is a country with a diverse existing population today; this country is known as a melting pot of different cultures, each one unique in its own respect. Culture; differentiate one societal group from another by identification beliefs, behaviors, language, traditions, Art, fashion styles, food, religion, politics, and economic systems. Through lifelong, ever changing processes of learning, creativity, and sharing culture shapes our patterns of behavior as well thinking. The Culture’s significance is so intense that it touches almost every aspect of who and what we are. Culture becomes the telescope through which we perceive and evaluate what is going on around us. Trying to define the perplexing term of culture with varying component of distinguishable characteristics is difficult to restrict. Presenly, culture is viewed as consisting primarily of the symbolic, untouched and conception aspects of human societies.
- Scott-Kemmis, J. (2014) Cultural Color: Cultural Meanings Of Color And Color Symbolism (2014) http://www.empower-yourself-with-color-psychology.com/cultural-color.html
As culture may impact people's behaviours generation by generation, in other words, the consumer's need of business in some level depends on cultural influence. Cultural influence lies in a variety of forms, from laws, regulations, religions to personal interests.
Culture is based on symbols. A symbol is something that stands for something else. Symbols vary cross-culturally and are arbitrary. They only have meaning when people in a culture agree on their use. Language, money and art are all symbols. Language is the most important symbolic component of culture.
Throughout the world, there are an abundance of diverse cultures, each truly unique in comparison to another. Culture is described as the “characteristics of a particular group of people, defined by everything from language, religion, cuisine, social habits, music and arts” (Zimmermann). Each of these traits is what sets each society apart, and is what influences their expression of design. Throughout this course, we’ve learned how planning and design have varied all through history, however we decided to take it a step further and focus on how different regions throughout the world create spaces that reflect their own cultures’ particular interests. Being a group composed entirely of Interior Design majors, our emphasis is investigating the use of material, color, motifs and layouts of their interior spaces, and how they reflect their societies. Not only do we explore a culture’s influence on design, but we briefly touch on environmental factors as well. Of all of the regions throughout the world, we decided to focus our research on the cultural practices and designs of Mexico, India, and Japan. Our reasoning behind centering on these three cultures is that these cultures are some of the most well-known, yet each entirely distinct within their own way, thus providing a greater understanding of design styles around the world.
Markets having culturally different backgrounds are the future. Since there will be people from Eastern Europe and Asia who speak different languages to understand the customers, this will be the key to success as understanding diversity becomes easy. THE INFLUENECE OF CULTURAL DIVERSITY ON TOURISM INDUSTRY Today the world economy is interdependent. Similarly, the tourism industry is also world based. The companies operating in global tourism have employees from different cultures, languages, ethics and values.
a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates
Associations help piece different wants, needs and solutions together; they create pathways to solutions to problems the consumer might confront. For example, if a consumer has an issue with their vehicle, they can associate automobile repair services with the solution to fixing their mode of transportation. It 's one of the most fundamental pillars of marketing. Association also plays a very critical role in the creation of a positioning statement: the statement must associate with the needs of consumers in the present, and at the same time show the potential of growth in meeting the wants or needs of consumers that will arise in the future. "A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve (Kotler & Keller, 2016)." As mentioned previously, the ability to associate the qualities of the brand with the cultural dimensions of the targeted market, itself, leads to a successful endeavor of positioning the brand in the minds of the global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the offerings of the brand and the solutions the targeted consumer market is seeking , in order to increase the attractiveness of the brand. The brand statement must market to the culture of their target in order to attract the segment. In order for Coca-Cola to achieve a dominant global brand position, the first step is to have the statement appeal to or associate itself with the cultural dimensions of the local, foreign and global markets. According to Alden, Steenkamp and Batra (1999), consumer cultural dimensions fall into the following categories: language, aesthetic styles, and story themes. The statement must address all these factors, given that they vary from region to region around the globe, in order to increase