Abstract:
People’s habits, their aspirations in life, the roles they fill,
how they relate to other people, their perception of things,
the products they feel they need and the nature of their
consumption patterns reflect, more or less, the influence
of culture. This paper, therefore, examines the literature
on the nature of nature of culture and cross-cultural
variations in consumer behaviour. In this paper, we
analyze the marketing implications of cultural differences
and similarities that exist between the people of two or
more nations. The review mainly examines some theories
of culture, variations in cultural values, cultural variations
in nonverbal communications and, finally, marketing
implications of cross-cultural variations that exist between
people of different nations.
