CULTURAL DIFFERENCES AND MARKETING EFFECTIVENESS IN GLOBAL MARKETS: STRATEGIES FOR TAILORING MARKETING EFFORTS

Abstract

The globalization of markets has necessitated companies to comprehend the impact of cultural differences on consumer behavior and develop effective marketing strategies that resonate with various cultures. This paper aims to review the literature on the role of cultural differences in consumer behavior and its implications for marketing effectiveness in global markets. The literature review suggests that cultural differences can significantly influence consumer behavior and affect the efficacy of marketing efforts. Hence, it is crucial for marketers to understand cultural differences and formulate culturally appropriate marketing strategies to maximize their impact