Assesment of Cultural Aspects of Hofstede with Socio-Economical Factors in new Product Acceptance

Assesment of Cultural Aspects of Hofstede with Socio-Economical Factors in new Product Acceptance

TASKIN, Ercan
ÖZYASAR, Hasan
SENER, H. Yelda

Enterprises should be able to know and appreciate different cultural environments in order to be successful in international marketing. Companies in international marketing should form their marketing activities by taking different cultural characteristics of different countries into account. They should also perform the necessary adaptations to different cultures in such activities as product, pricing, decision of distribution channel and promotion. On the other hand, in adapting marketing activities to different cultures, Hofstede’s study about cultural dimensions including avoiding uncertainties, individualism, power distance and masculinity has guided many related researches. In this study, assessing Hofstede’s cultural dimensions in terms of such products as internet, PCs and cell phones, and such socio economical factors including GDP, urbanisation and literacy, the effect of these factors on the acceptance of new products were analysed. The data were then interpreted with regression analysis.

Conference or Workshop Item
PeerReviewed

2009-06

283