Dimensions of Indian culture, core cultural values and marketing implications

Abstract

Purpose Behavior of a consumer largely depends on interplay between inner self and outer stimuli. Consumption decisions made in the market cannot be viewed as an independent event – it is closely related with values and social relationship and cultural allegiance. With globalization, culture becomes predominantly important strategic issue in market that has to be faced and properly managed. But, in different settings, management of cultural diversity could be seen as a threat, or an opportunity. As culture and values vary country to country, a close insight about country‐specific culture and core values is almost essential for a smooth sailing in any market. The purpose of this paper is to discuss overall fundamental dimensions of Indian culture and core values and resultant marketing implications. Design/methodology/approach The major task is to identify specific culture and core values at the time of marketing in a cross‐cultural setup. In this backdrop, an attempt has been made in this paper to discuss overall fundamental dimensions of Indian culture and core values with the help of a verbal model. The model has further been examined with the help of empirical marketing evidences from Indian market with an objective to help marketers to address those cultural and value dimensions at the time of their brand marketing in India. Findings Inputs about Indian culture and value dimensions can be of immense use to brand managers to strategies their marketing road map to minimize chances of erroneous decision‐making. A table summarizing the aspects that have to be considered at the time of building brands in India has been proposed to facilitate useful marketing decisions to penetrate the Indian market. At the time of starting its journey in a new country like India, the best approach a firm can adopt is to accept major issues involved with culture and values. Practical implications The verbal model about core culture and values of India, and proposed strategic roadmap, facilitate marketers to devise more accurate marketing strategies for India. Originality/value This paper presents a country‐specific approach that may be useful to marketers busy with consumer marketing in India. A verbal model of “Culture and Value Dimensions of Indian consumer” is of immense help in charting marketing strategies to win over Indian consumers.

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