A Correlation Analysis of Cultural Values and Marketing Norms Between India and Germany-An Overview
| International Journal of Economics and Management Studies |
| © 2020 by SSRG - IJEMS Journal |
| Volume 7 Issue 2 |
| Year of Publication : 2020 |
| Authors : B.Rameshwaran |
10.14445/23939125/IJEMS-V7I2P128
How to Cite?
B.Rameshwaran, "A Correlation Analysis of Cultural Values and Marketing Norms Between India and Germany-An Overview," SSRG International Journal of Economics and Management Studies, vol. 7, no. 2, pp. 196-203, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I2P128
Abstract:
This article delves into the relationship between the cultural values and the marketing norms of India and Germany. The five components of cultural values considered were Collectivism, Uncertainty avoidance, Masculinity/Femininity, Power distance, and Confucian dynamism. The Marketing ethical norms considered were Price and distribution, Information and contract, Product and promotion, Obligation and disclosure, General honesty and integrity. The primary objective of the study was to examine how various dimensions of culture influence the various aspects of ethical marketing norms for both India and Germany. The study was conducted based on both primary and secondary data. The data collected were analyzed using Correlation Analysis. The primary data were collected from respondents using structured questionnaires. The questionnaires were administered to the MBA students of India and MBA students of Germany who visited India during their student exchange program. Descriptive research using a simple random sampling method was undertaken. The findings of the study revealed that though these two nations are culturally different, the cultural gap has slimmed down considerably over the years. Furthermore, there is a significant difference in the ethical marketing norms between these two nations, thus fostering the international marketers to identify differences in the ethical marketing norms across different nations and chalk out value-driven international marketing strategies.
Keywords:
Cultural Values, Marketing Ethical Norms, Correlation Analysis, Collectivism, Masculinity
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