Culture can be defined as the behaviours and beliefs, characteristic of a particular social, ethnic, or age group (Dictionary.com 1999). Culture is also defined as the configuration of learned behaviours and results of behaviour whose component elements are shared and transmitted by members of a particular society'. One author describes it as as just 'simply the way we do things' (Ralph Linton 1945).
It is important for marketers to understand the local culture of the market they are targeting because if they do not, they could offend the people they are trying to reach. It will be important for them to research and be aware of the following:–
- history and culture of the people
- sensitive issues for example the Greeks do not like the colour green as this signifies death
Component that make up Culture
Cuture is often influenced by a number of factors. These include beliefs, values and customs. Beliefs relate to mental and verbal processes which reflect our knowledge and assessment of products and services. For example green signifies environmentally friendly.
Values can be classified as indicators consumers use as guides for what is appropriate behaviour, they tend to be relatively enduring and stable over time and widely accepted by members of a particular market.
Customs refer to overt modes of behaviour that constitute culturally approved or acceptable ways of behaving in specific situations.
Differences in Culture
Increasingly marketers have to deal with people from different ethnic group with very different cultures. Therefore, it is important to recognise that people from different cultures are different in a variety of ways including the different way they look at things and even expressing personality and goodness. Differences in languages and their meaning can cause problems for overseas marketing, for example Body Mist and use of colour (Mint - green or blue). Non-verbal communication example eye contact, personal space, touching people, attitudes to cleanliness beauty can all be perceived differently by different cultures. "One man’s heirloom is in another’s chucking out pile".
One of the most famous examples of cultural differences in marketing is Coca-Cola. When the name is translated in Chinese without being transliterated into Chinese characters means "bite the wax tadpole", which to some is ultimately a horrible meaning.
Cultural practices of the Greek Society
•98% of Greek citizens are baptised into the Greek Orthodox Church
•The Muslim minority mostly located in Thrace, from 98,000 to an estimated 140,000 while the immigrant Muslim community is between 200,000 and 300,000
•The religious denominations in Greece include Roman Catholics, Jehovah’s Witness and Protestants.
•There are approximately 5,500 Jewish followers in Greece
The Greek Orthodox Church in Greece is a rich religion characterized by festivals and saint days throughout the year; food plays a key role in the Greek society particularly in respect of their orthodox religion with fasting and feasting throughout the religious calendar in Greece.
Power Distance Index (PDI)
•The PDI indicates that society levels are unequal
Individualism (IDV)
•Ties between individuals are loose
Masculinity (MAS)
•Studies revealed that (a) women's values differ less among societies than men's values
•The male has the final say
Uncertainty Avoidance Index (UAI)
•Very high, they seek the truth and honesty.
•Trusting in themselves
Cultural differences between British and Greek society
Greek favourite colour =Blue British favourite colour=Red
Greek most hated=Green British most hated colour=Yellow
British humour= Sarcastic Greek Humour= Cheeky
British Name= Henry Greek Name= Hippolyta
Google search highlighting the differences in culture:
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