International Journal For Multidisciplinary Research

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The Effect of Multicultural Marketing on International Product Placement

Author(s) WU MENG, GAN YUNJING, WEI ZIXIANG, Dr. Abhijit Ghosh
Country China
Abstract The efficiency of foreign product placement is investigated, along with the role that multicultural marketing methods play. As globalization continues to influence purchasing habits, businesses are looking for new methods to reach a multicultural customer base. Advertising and promotions in multicultural marketing are catered to different ethnic groups so that they are more likely to connect with and purchase from the brand. This study digs into the increasing value of product placement as a central advertising strategy for inserting items into material consumed by people of different cultural backgrounds. Marketers want to increase brand identification, memory, and sales by product placement in media that is popular with customers of different cultural backgrounds.
The research takes a mixed-methods strategy, delving into both qualitative and quantitative data (surveys, consumer behavior research) to better understand the factors that contribute to the success of multicultural product placement campaigns. It explores how product placement is received and how successful it is in different countries and among different cultural groups by considering the impact of cultural context. In addition, the study delves at methods through which companies may successfully integrate products across cultural boundaries while avoiding offending locals. Culturally appropriate product placement has been shown to greatly increase brand exposure and customer interaction in a variety of countries. A deeper emotional connection is made with customers, building trust and loyalty, when product placement is handled with cultural sensitivity and authenticity. Mistakes in cultural sensitivity may damage brand reputation and sales. Marketers now have a road map for maximizing the potential of multicultural marketing for cross-cultural product placement success, which advances the disciplines of international marketing, cultural communication, and product placement methods. Companies may harness the potential of diversity and inclusion in their global marketing efforts by better understanding the complex interplay between culture and product placement.
Keywords Multicultural marketing, Product placement campaigns, Cultural Sensitivity, Brand identification, Brand exposure, Cultural boundaries, Authenticity, Brand reputation
Field Business Administration
Published In Volume 5, Issue 6, November-December 2023
Published On 2023-11-25
Cite This The Effect of Multicultural Marketing on International Product Placement - WU MENG, GAN YUNJING, WEI ZIXIANG, Dr. Abhijit Ghosh - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.8306
DOI https://doi.org/10.36948/ijfmr.2023.v05i06.8306
Short DOI https://doi.org/gs633b
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