The Influence of Marketing through Culture and Tradition in Kuwait Research Paper

The Influence of Marketing through Culture and Tradition in Kuwait (Gulf) - Research Paper Example The origin of Kuwait culture comes from diverse backgrounds and is very rich. In addition, the influences of marketing on customs and traditions of Kuwait is widespread as observed in many firms (Ahmed 16). This calls for conscious marketing especially for the international marketer since what a certain culture accepts may be regarded as a taboo in another. This paper will focus on the influence of marketing on culture and traditions in Kuwait. The importance of culture in marketing cannot be underestimated, the traditions, values, attitudes and religious beliefs of a people can affect greatly the promotion of a product. Most of the marketing mix components can only achieve great outcomes if the culture and traditions of the people is well understood, respected, and tolerated especially that of the target market. For instance, promoting a product is expected to increase customers and consequently the profits, therefore to achieve greater profits through promotion it is imperative tha t a company puts into consideration a people’s culture and traditions in order to gain a deeper understanding of their needs and be able to produce and market the products that suit their needs. The language of a people is a vehicle of culture and affects the consumer behaviour considerably (Victor 142). One of the marketing strategies is promotion; consumer acceptance of a product requires a language to promote the product. Therefore, promotional methods such as personal selling, advertising, publicity and sales promotion can only be successful through the use of a language. In Kuwait, Islamic is the commonly used language which among the most influential cultural elements (Ahmed 67). Other elements include religious beliefs and ethnic values, all these cultural elements have an effect on the marketing mix, pricing, promotion, product, and price. This requires multinational firms to make their promotions and products adaptable to the environment they exist to ensure persuasi ve marketing. A cultural bound firm is the one that is consumer-oriented, this is evidenced by cultural groupings, and inclinations that tend to purchase certain products calling for marketers to be responsive on cultural influences on their marketing strategies. In Kuwait, culture is related to all dimensions of the society (Ahmed 23). Therefore, appropriate marketing strategy has gained more focus from marketers who wish to promote their products in an effort to increase their market share. Culture and tradition has become a key component of advertisements for most products and services to attract more customers and retain existing ones. Some of the business that have embraced marketing through culture and traditions include the National Bank of Kuwait, Commercial Bank of Kuwait, and Zain which is one of the best telecommunication companies in the country. The use of cultural strategies to market themselves has not only helped these companies increase their sales but also attract new consumers while at the same time achieving and increasing customer loyalty. Another important aspect on the influence of marketing through culture and traditions in Kuwait observed in organizing employees principles as a national culture in order for them to understand their work and what is expected out of it and the manner in which the expect to be treated. This means firms have to act in