Multicultural consumers, who are seeking brands that speak to their culture, self-image and aspirations, often geographically cluster with non-multiculturals who share their brand and product preferences in “Super Geos.”

Undercover marketing, also known as buzz or stealth marketing, is a marketing technique that focuses on “hidden” marketing activities. The target audience does not realize they are being marketed to and the hope is that the efforts will generate a buzz and get people talking excitedly about the product or service.

“Standing Out From the Competition: Multicultural Marketing”

1. Consult experts.
2. Build relationships.
3. Avoid stereotypes and cliches.
4. Know the customers you want to attract.
5. Conduct focus groups.
6. Get involved with ethnic or minority communities.
7. Sharpen your sensitivity to cultural standards and taboos.
8. Cut through the language barrier.

Culture has a great effect on marketing strategies. Vendor cannot ignore to analyse the importance of local culture before advertising or selling the product in the market. Consumers can be attracted only when product will fit better according to their customs, traditions, norms and cultural requirements.

Subcultural analysis enables marketers to segment their markets to meet the specific needs, motivations, perceptions, and attitudes shared by members of a specific subcultural group. A subculture is a distinct cultural group that exists as an identifiable segment within a larger, more complex society.

Our correlational and causal results show that consumers with high power-distance belief tend to have a stronger preference for status brands than those with low power-distance belief. Notably, buying status belief (a belief that buying status brands can enhance one’s social status) moderates this effect.

International business deals not only cross borders, they also cross cultures. Culture profoundly influences how people think, communicate, and behave. It also affects the kinds of transactions they make and the way they negotiate them.

The four original dimensions of cultural difference identified by Hofstede were: power distance index, individualism versus collectivism, masculinity versus femininity and the uncertainty avoidance index.

Malaysia

The power-distance index (PDI) is a measurement of the acceptance of a hierarchy of power and wealth by the individuals who make up the general population of a nation, culture, or business.

Countries considered collectivistic include Japan, China, Korea, Taiwan, Venezuela, Guatemala, Indonesia, Ecuador, Argentina, Brazil, and India.

Individualism stresses individual goals and the rights of the individual person. Collectivism focuses on group goals, what is best for the collective group, and personal relationships. An individualist is motivated by personal rewards and benefits.