CROSSCULTURE CONSUMERR BEHAVIOR AND DIFFUSION OF PAKISTANI CULTUREAconsumer’s level of exposure towards foreign goods or lifestyles may influencehis buying decisions and preferences.
Consumers tend to have an attitude whenit comes to a particular product being made in a particular country. Cross-culturalconsumer analysis is defined as the effort to determine the extent of whichconsumer behavior of two or more nations is identical or different from eachother. Such an understanding of thesimilarities and differences that exist between nations is critical to themultinational marketer, who must devise appropriate strategies to reachconsumers in specific foreign markets.If nationsare more likely to be similar then there are higher chances of adaptation ofculture. If they differ then a highlyindividualized marketing strategy is indicated. The success of marketing andservicing in foreign countries is likely to be influenced by beliefs, values,and customs.Variables that influencecross-culture marketing strategies LANGUAGE DEMOGRAPHICS VALUES NON VERBAL COMMUNICATION CONSUMER BEHAVIOR MARKETING CULTURE OF PAKISTAN • Pakistani culture is actually a part of thecontemporary Islamic civilization which draws its value and traditions fromIslam and rich Islamic history.
Majority of population comprises of Muslims andfollows teachings of Islam. • Pakistaniculture is a beautiful blend of the Punjabi, Sindhi, Pathan, Baluchi, Barohi,Seraiki and Kashmiri cultures. In addition, the presence of Hindu community inSindh gives touches of dance and music in the Sindhi region.EFFECTS OF FOREIGN CULTURE • Sinking Moral Values •Celebrations •Influence on Clothing •Language • Food •Individuality1.SINKING MORAL VALUES • Moral values refer to a set of principlesthat guide an individual on how to evaluate right versus wrong. • We are loosing our moral values, the newgeneration has forgotten the teachings of our religion as well as the moralethics all due to the foreign culture invasion, thanks to today’s media. •The new generation do not have the basic ethics like respecting your elders,having some decency in every aspect.
•And the blame goes to the parents, because they forgot to teach them forcefullyabout the basic ethics and the rest blame goes to the media. 2. CELEBRATIONS•Eid in Pakistan is slowly and steadily loosing its charm and importance in theyoungster Muslims • They are more enthusiastic towards HOLI,NEWYEAR, DIWALI, HALLOWEEN because in Pakistani Media these occasions arehighlighted with such glittering impact that people have been convinced tocelebrate these occasions like their own. •The main concern should be that how far this influence going to effect theyoung generation today? 3.
INFLUENCE ON CLOTHING •Whatever fashion becomes popular abroad, it is being adopted by people here • Pakistani fashion industry is so inspired bythe foreign styles that they don’t even hesitate before introducing revealingclothes in their collection. Which is considerably against our moral values aswell as our culture. 4. LANGUAGE• Byfar, the greatest impact that foreign culture has had on our culture is on thelanguage. • Ourmother tongue Urdu is being replaced by English as a more common language usedin conversations.
This is happening because of the number of English mediumschools in our society and the excessive use of email and messaging amongst theyouth, which is usually in English or in a combination of English and a nativelanguage. • Learning English is not a crime nor isspeaking in English, but neglecting your own language and letting a foreignlanguage invade your own language is a CRIME. • The influence of English is so great thatsome youth feel ashamed speaking Urdu. In fact, we have started using Englishas a tool to distinguish between high and low class. Those who speak Englishproficiently are considered among the elite class, despite the fact that Urduwas the official language of Pakistan until English 5. FOOD • Thetraditional concept of home-cooked food in our culture is being replaced byfast food meals from restaurants like KFC, Pizza Hut, and McDonalds and othersinspired by the fast food model. • Pakistani dishes, which were famous fortheir flavor, are hardly acceptable to today’s youth. As of today, we see colddrinks being used to such an extent that they are part of almost every meal,even in formal dinners.
• The introduction of energy drinks and sodasalso has played a part in diminishing the consumption of traditional drinks. 6. INDIVIDUALITY• Theextended or joint family system, a trademark of Pakistani social culture, is losingits value and seems to be vanishing altogether, replaced by a culture ofindividuality. • The youth of today believe in independenceand individuality. As a result, we have seen a rise in the psychologicaldisorders, divorces, suicides, and crime YOUTH OF TODAY IS SO INSPIRED BY THE FOREIGNCULTURE • It maybe due to deviancy from our religion, as a culture of any nation reflects inits religion. – The media of today is exploiting the personalities of newgeneration.
It presents the western world in such a glittering way that anybodycan be come its victim. • Yes!Our economy and political condition is suffering but so are our values andculture. One should stop and think whether Pakistan is really what its namemean or is it just another country vanishing under the spell of modernization! CONCLUSION•Westernization has influenced every aspect of daily life ranging from cuisineto the basic human right. • Westernization has not only created amongst thepublic but it was a step-forward towards modernization and modernization in nosense can be regarded as harmful. • On theother hand too much interest of youth towards western influences can beregarded as a negative impact on the society • Increased exposure to internet, television,movies, and video games has increased drug abuse, violence, and related vices.The Pakistani youth, which forms the majority of the population, are quicklybeing influenced as they are the m