A Comparison Between Pakistani And British Consumers On Buying Moblies Marketing Essay

A comparing Between Pakistani And British Consumers On Buying Moblies Marketing establishMobile visit has become an important part of gay manners .With the invention of new engine room, along with computers, this technology has ease the work of human creation in communicating with alone(prenominal) others. Before the invention of winding forebodes, thither were land line teleph one and only(a)s which also process human macrocosm to communicate with each others besides at a limited scale. To give land line, person should be at one place where that phone is installed. But restless phones remove this barrier by allowing customers to communicate with each others from any place where it has signals. AS this system is connected with the satellite, person screwing communicate without any hurdle. This is the only technology on the globe which is change at eminentest numbers than any other technology. Out of 6.8 billion deal on the earth, 5 billion use mobile phones (inte rnational telecommunication union, 2010).Two countries Pakistan and UK present been chosen for this dissertation because these deuce countries ar in truth much contrary in galore(postnominal) prospective. Pakistan telecommunication authority (PTA, 2010) shows that mobile phone in Pakistan enjoy a tremendous annual growth of 119% during 2000 to 2007. It is also being observed that betwixt fiscal year 2006-07, mobile phone incursion increased by 15.5%. Whereas betwixt days 2007-08, it was 55.6% which is 34.9% higher than Indias for the same period. Pakistans telecommunications effort maintains its growth trend in the coming years as vigorous with the penetration enumerate in 2009 was 61.8% and in September this penetration rate reaches to 70%.On the other hand UK mobile phone trade is various than Pakistani market. According to report presented by Ofcom (2007), the mobile phone market in UK grew by 41.3% between 2003 to 2007.In 2010, the penetration rate in UK was 84% whi ch stay same till 2011.Mobile phone market is very agonistical these days as there atomic number 18 number of companies who ar scrap to compete in this market to become the best in the care. It is very essential for the companies to better check the purchasing behaviour of the customers.It gives them an edge on the competitors in object lensing the right segment and getting market share. The purchasing decisions of consumers are mostly affected by factors that have direct or confirming concern on how we live and what we consume. civilization is one of the factors that impact on buy behaviour of consumers. Culture patch ups the behaviour, beliefs and, in many cases, the commission we act learned by interacting or observing other members of corporation. In this management much of what we do is shared behaviour, passed along from one member of society to another(prenominal). Culture play an important role in breaking target market into different segments and then ta rgets the right segment. Blackwell et al., (2001) demonstrated that nicety has a profound order on how and why consumers purchase a come in of crops and services. The selection of products by consumer affect by the farming and it evoke encourage companies to program their marketing plan. Culture shapes the invigorationstyle of the consumer which affect directly on the buying pattern of the consumer.The cultural comparison between Pakistan and UK near mobile phone purchasing behaviour will provide a make out picture which will help ensure these two countries mobile phone market. Culture defines the lifestyle of the quite a little so it is very important for the director to understand this factor and design a marketing plan by considering farming as a linchpin bone of marketing. Companies these days are operating globally, marketing manager should divide the targeting segment into small zep segments on the initiation of gardening to market their product efficiently. Pakistani goal represent the most part of Asias culture and British culture represent the most of European culture. This manipulation of this see to find the cultural impact on consumer buying behaviour of these two countries so that marketers of telecommunication sedulousness use it to generalise it for the whole Asia and Europe.Literature ReviewCulture is delimit in many different ways that can be utilise here for the sake of this paper. Culture is defined as ways of life like language, arts science, thoughts, spirituality, social activity and interaction (Roshan).By Hofstede (1991, 2001), culture is an identity that is used to distinguish one radical from another.Keegan and schlegemilch (2001) state that culture is organize by people those are living in a residential part for many years and has a life that pass on from one generation to another. This mean that culture has a starting point and address point. So its all about the life style of a root of people whom co de of life is represented by culture.Doney etal(1998) defined culture as a system of values and norms that are shared among a group of people and that when taken together diagnose a design for living. So by Doney culture is the design of life. There are many different cultures exist and these cultures represents particular group of people who actually adapt that design. It also depend on the persons whose life style effect on the culture.Doney Lowe (2008, 73) believe that culture is made up of three essentials components. Those are (1) Beliefs refers to the mental and verbal processes that reflect peoples friendship and assessments of things. (2) Values used by people as guide for what is appropriate behaviour. (3) Customs Overt modes of behaviour that constitute culturally approved or acceptable way of behaving in limited situations.To be very precise as far as this jut is concerned, above definitions of culture are generalised. Actually theme of culture that is more suita ble to this dissertation is that culture defined way of living, behaving, acting in a particular situation, dealing with others and organising oneself. That is way it is very important for the marketers who are dealing international business particularly should understand the importance of this phenomena. If they understand this concept and then target particularly segment on the basis of culture then it will be easy for them to launch the product in the right segment. So culture is the medium for communication for marketers that publicize these beliefs, values, behaviour and norms into shaping the attitude and behaviour of human. It help the members of such group in deciding what, why, where, how and when to do different things and how to act in a particular situation. So it means that culture is not a inactive concept. Its dynamic and it can change with the handing over of time and influence ones ingest behaviour although they also contribute to the culture.Customer buying beh aviour is another factor that affects consumer choices and trends. Recognizing consumer behaviours importance to business, marketers attempt to develop means on assessing or measuring how a customer behaves (Bailey and Schultz, 2000). Consumer buying behaviour is said to be different from one business to another in a way that consumer buying behaviour tends to have different attitudes about the needs and purpose of buying while the business-to-business approach is one which is more on supplier-company relationship. So consumer buying behaviour is the procedure which shows what, how, when and where people buy the product as they do. Thus this is an attempt to understand the decision make process in buying the products. The start-off thing is trying to understand the buying behaviour of the individual from the same group. Then generalise it to the whole group because all the individuals in the group have same characteristics. But decision qualification process is not easy. There ar e different levels of decision making forms. Some are low- inter-group communication decision making process , some are high involvement decision making process. So it all depends on the product itself as well. Mobile phones are not high involvement decisions making products. But these decisions are also depend on consumer perception, attitudes and collar of the given product based on the educational background, societal background, financial situation and more importantly social and cultural environs. Culture here play an important role on the consumer buying pattern as individuals can not live alone. They are part on culture and the way they behave all depend on the cultural environment in which they live. So it is very important that to understand the cultural to study the buying behaviour of consumer and this dissertation is all about this.Pakistan and UK are two different cultures. Both these cultures have strong influence on the buying behaviour of its consumers. Hofstede ( 1991, 2001) divide culture into two different types. One is called single and other one is collectivist. According to this dissertation UK is highly individualistic untaught in which people mostly decide individually about the buying of products. On the other hand, Pakistan scores highly as a collectivists artless where family, friends or group influence the buying behaviour. Individualist and collectivist are two out of five cultural dimensions which Hofstede find out when he was trying to find an explanation for the motivation of IBM employees around the creation.Hall (1960, 1981, 1990) presented culture as high and low mount cultures. He explains that culture can be divided into two groups. One is called high setting culture and other one is called low context culture. The theme of difference between these two cultures according to Hall is the individual relationship. He stated that high context culture is based on the close tie between individuals own(prenominal)s relatio nships such as family, friends and colleagues etc. and in this group information and knowledge is share exclusively. People in this group are social and they bring off each other, listen to each others, sometime depend each others and treat information between each others. Hall (1960. 1981, 1990) stated that high context culture is more common in East. And as far as this project is concerned, it represents Pakistan. On the other hand, low context culture is be to outer group. In this culture, people live their individual life. They belong to their personal network. Family, friends and colleagues are all separate to each others. All of them live their individual life. Things are share less exclusively. People are more main(a) and make their own decisions.UK is the one in this dissertation which represents low context culture. Here society in not social enough to influence the decisions of others. People live their own life and they rarely involve in the decisions making process o f others.Industry BackgroundTelecommunication industry is the instant(prenominal) growing industry in the world. This is because of the fast growth in technology sector and increasingly becoming part of human lifestyle. With 73% of the world population is using mobile phones , the network covers the 90% of the world area (mob thinking, Oct2010).Mobile phone industry started way back in 1970s when first mobile phone launched in Japan.After that this industry never look back and continuously grow with different transition period. During the last 40 years it have undergone a transition from technology focused for professional business to a mass consumer market and become an integral part of lifestyle. With the passage of time, it is not only used as a communication official document but also it is helping consumers in other businesses like of profit , financial transaction , tracking device , video conferencing and many more.Pakistan and UK mobile phone market is very strong in the s ense that Pakistani market is still growing and it need to know more about consumer buying behaviour.UK mobile phone market is also growing but more effort is needed to do business with the existing customers. Culture of an important role in consumer buying behaviour in some(prenominal) these market which is why this research is being done to let marketers understand the depth in the market. The comparison between these two segments will help marketers understand that how to target the existing segment and how to create new segments deep down the existing segment.Research AimLiterature Review