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(spoken language). In others the more ambiguous elements, such as the
surroundings or the social status of the message-giver, are important

variables in the transmission of understanding (silent language).

Hall and Hall (1987) classify culture into two contexts: low-context cultures
that rely on spoken and written language for meaning, and high-context

cultures that use and interpret more of the elements surrounding the
message to develop their understanding of the message. There is a belief
that complete foreign language training is one of the best tools to foster

cultural sensitivity. However, it is not sufficient to ensure success in
international business.

4.8 Analysing cultures and the implication for consumer behaviour

Bradley (2002) notes that it is not enough to say that the consumption of
a product is a function of income; it is also a function of many other cultural
factors. Furthermore, economic factors alone cannot explain the different

patterns of consumption of two different countries with identical per capita
income. According to Blackwell et al. (2001), the following steps should be

undertaken when analysing consumer behaviour in international markets:

• Determine the relevant motivation in the culture.

• Determine the characteristic behaviour patterns.

• Determine what broad cultural values are relevant to this product.

• Determine the characteristic form of decision-making.

• Evaluate the promotion methods appropriate to the culture.

• Determine the appropriate organisation for this product in the minds
of consumers.

4.9 Adapting to the culture of the host countries

Cultural mistakes can put the company, its product and its brand name in
very difficult circumstances, and can sometimes create permanent

damage. Therefore, companies that decide to go international will have to
become sensitive to the host country culture, because that will influence
their way of thinking and decision-making. International companies may