A comparative evaluation of the impact of culture on customers' Essay

A comparative evaluation of the impact of refinement on customers behaviour - Essay Exampleis imperative for international marketers to treat culture as a mental image that impacts on a broad scope of specific attitudes, which consequently, determine the way consumers evaluate options in the product or service categories. The vacation season presents an exciting period for both business to business (B2B) and business to consumers (B2C) organisations alike. Being a high stake and high book of account season, businesses finalise their budgets for the upcoming year and stock up on new products, while consumers buy gifts and gadgets. Studies have proven that shoppers spend much on the holiday market, but businesses cannot make a lasting impact on the market by simply seeking to sell and make profits if they do not consider the cultural aspects of customers (Alam 2006, p. 235). This paper will analyse and discuss the way cultural factors affect customer behaviour and preferences in the holiday market and alike compare and contrast the UK culture with that of China. Finally, it will give specific recommendations on a relevant marketing mix for each country.As the world becomes more globalised, consumers tend to develop the same needs and preferences and some business organisations may wrongly produce goods and use the same marketing techniques among all its international customers. storied researches conducted have shown that there are tangible differences between cultures around the world and also among citizens of the same nation (Arnould & Thompson 2005, p. 871). Marketers often overwhelm customers with communication on contrary brands over the holiday market, which does not necessarily translate into effective communication with the target market. Customers behaviour is manifested in the way organisations, groups and individuals select, acquire and dispose of ideas, experiences, services and products to take their needs. When marketers acquaint themselves with customer behaviour, they also get to learn their decision-making processes and how they are