Managing Cultural Differences in Export Marketing: Local and Global Perspectives

Abstract

It has been determined that one of the most important reasons why the products developed by the enterprises in export marketing are not successful in the market is that the cultural perspectives of consumer behaviour are not known. The most important condition for businesses to be successful in export marketing is to understand other cultures. It is seen that cultural factors indirectly and directly affect the purchasing behaviour of consumers. Today, it has been determined that consumer behaviours and cultural differences of consumers are not fully perceived. In this study, the effect of consumer behaviour on cultural perspective is examined and the management and effect of cultural differences in export marketing is interpreted. For this reason, 150 consumers in Istanbul were selected as a sample. The results of the study show that culture has a significant effect on consumer behaviour. It has been determined that consumer behaviour positively affects the cultural perspective, there is a significant relationship between the education levels and ethnic origins of individuals in the exporting countries and consumer behaviour and cultural perspectives, however, there is no statistically significant relationship between the geographical region where individuals are raised and consumer behaviour and cultural perspectives.