Page 131 - GLOBAL STRATEGIC MARKETING

a suitable sales force or support personnel (Hollensen, 2001). The
technology of a product should be considered in another culture, as

the level of its sophistication will depend on the educational level of
the users. Finally, considering product standardisation, international
companies may have to educate their consumers to guarantee the

success of their product.

• Religion: This is one part of a culture that international marketers
must study if they wish to understand external or mental behaviour

that changes from one society to another. Religion provides the best
insight into the potential consumer’s behaviour. Religions that can

have the most important impacts on consumer behaviour are
Animism, Buddhism, Christianity, Hinduism, Islam, Japanese Shinto,
Buddhism and Confucianism.

When an international company becomes involved in a Muslim country,

for example, it is advisable to fulfil some of the following criteria:

• There should be no pork or alcohol in any food.

• Avoid the daily prayer times (five times a day fixed to specific times)
if planning sales calls.

• Consider the public separation of women, if aiming for women
consumers, and use saleswomen and catalogues.

• Improve the company image by giving to charity during the Zakat
(money is given to the poor during the month of Ramadan).

• A good knowledge of the religion can help the company achieve its
goal.

4.4 What to consider?

• Attitudes and values: These are most important elements in shaping
a society’s behaviour. These can include marketing activities, wealth,