International Marketing
Kimani, Esther (2010)
Kuvaus
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Tiivistelmä
The main aim of the study is to explore the consumer perspective of standardized versus localized international advertisements using a cross cultural comparison between Finland and Kenya. In order to achieve the purpose for this study, sub objectives were set which included the following:1) to explore why culture has an influence on consumer perspective of standardized versus localized advertisements;2) to explore why consumer behavior has an influence on the consumer perspective of standardized versus localized advertisements;3) to empirically analyze consumer preference of standardized versus customized advertisements; and 4) to empirically study the consumer perspective of standardized versus localized advertisements using a cross cultural comparison between Finland and Kenya.
The empirical research constituted 10 Finnish and 10 Kenyan consumers. A total of six advertisements were analyzed by each consumer three standardized international advertisements and three localized international advertisements from both Finland and Kenya. A total of 140 advertisements were analyzed both qualitatively and quantitatively using the SPSS software. The results indicated that culture, personality, country of origin, brand familiarity and price all have an influence on the consumer perspective of international advertisements. The results also showed that consumers had a preference for localized international advertisements in comparison to standardized international advertisements. A cross cultural comparison between Finland and Kenya revealed that Kenyan consumers preferred both standardized and localized international advertisements whereas the Finnish consumers held neutral views.
The empirical research constituted 10 Finnish and 10 Kenyan consumers. A total of six advertisements were analyzed by each consumer three standardized international advertisements and three localized international advertisements from both Finland and Kenya. A total of 140 advertisements were analyzed both qualitatively and quantitatively using the SPSS software. The results indicated that culture, personality, country of origin, brand familiarity and price all have an influence on the consumer perspective of international advertisements. The results also showed that consumers had a preference for localized international advertisements in comparison to standardized international advertisements. A cross cultural comparison between Finland and Kenya revealed that Kenyan consumers preferred both standardized and localized international advertisements whereas the Finnish consumers held neutral views.