Culture and Its Influence on Elements of Marketing Mix

Abstract

Globalization has given impetus to international commerce and multinational companies are marking their presence worldwide with their robust and effective marketing strategies. In order to attract the customers, it is imperative to understand their culture, value, and beliefs. Marketers need to consider these elements and modify their marketing strategies as per the religious and cultural values of the target audience. This paper aims to focus on the influence of culture on various elements of marketing mix and the adaptations towards different elements. The paper also provides an insight on the significance value of cultural factors to be considered while communicating or promoting the products by marketers.