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Socio-Cultural Environment

In: Islamic Marketing

Author

Listed:
  • Čedomir Nestorović

    (ESSEC Business School)

Abstract

Socio-cultural analysis focuses on consumer behavior, especially on acceptance or resistance to change when companies launch new products, new concepts or new formats in Muslim populated areas. Geert Hofstede’s dimensions of culture help marketers to compare countries on different grounds such as the respect of hierarchy, degree of individualism or predominance of masculine or feminine values. Even if these comparisons take into account countries and not separate populations living in a country, the tool is interesting enough for marketers to address Muslim countries covered by Hofstede. He also identifies differences between groups of countries (Arab world vs Sub-Saharan Africa) or between geographically close countries (Malaysia vs Indonesia). The evolution of static and dynamic elements of culture (degree of religiousness vs fashion trends for instance) and irruption of new channels of transmission of culture (mass-media and Internet) modify enormously consumer behavior that tends to be more and more aligned with Western trends.

Suggested Citation

  • Čedomir Nestorović, 2016. "Socio-Cultural Environment," Management for Professionals, in: Islamic Marketing, chapter 3, pages 87-172, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-32754-9_3
    DOI: 10.1007/978-3-319-32754-9_3
    as

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