摘要
Marketing experts have debated for more than two decades about the effect of nationality and culture on marketing.However,most research on this issue was conducted in Western countries.An important question for marketers in the international arena,therefore,is whether the consumer’s responses(i.e.,sentiment and behavioural aspects)toward the global marketing programs in developing countries depend on culture.In a research representing a large sample of consumers and four different home appliances country-of-origin global operators in Libya,we explore the potential role of culture on consumers’responses toward foreign marketing programs.Results indicate that although the foreign companies have a tendency to adopted standardisation perspective,this does not impact on consumers’responses in a single cultural context toward marketing.The findings reveal that buying behavior was more a function of individual difference than of national cultural context.Further,our results suggest that for mainstream home appliances,segmenting on the basis of nationality is probably unnecessary and that a standardized approach would likely be successful across an increasingly relevant Arab world;and that continuing perceptions of Arab insularity are likely to be misplaced.Faced with the effectiveness of globally efficient marketing programs,local manufacturers would need to work hard to identify particular niche segments where a culturally-specific appeal might be more successful.
