The difference in cultures across the world has created challenges in cross-border business. Culture is the biggest issue that concerns retailers considering expanding beyond domestic markets. Communication is a human nature. In every culture, there are different communications called “high and low context.” High-context communication involves more spoken words and less coded information in the communication process. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay In the process of communicating with people from a high context culture, they expect the recipient to know what they are talking about. Low context communication is the opposite with less communication; the information people try to provide is as complete as possible. In a high-context culture, people have deep relationships. This means that working with people from a high context culture is relationship-based, where people tend to group together and work together. Before going abroad, owners should learn how culture affects their business operations in the international context. Which includes in-depth knowledge of areas of culture and how they influence business style, such as customer service, customer buying behavior and anticipating the challenges they will face in the future. stranger. The main obstacle will be the countries' culture which affects consumer preferences, spending patterns and purchasing habits (Lovelock & Wirtz, 2007). The process of globalization has caused rapid changes in people's thoughts and behaviors as well as the way they do business. Therefore, international retailers need to understand consumer behavior in different circumstances and marketing. What is the behavior of foreign customers? The consumer's decision-making style is an important factor to consider. But there is also evidence that national culture has a huge impact on a person's attitudes and values, and that these have an important influence on consumers' decision-making style. Consumers of the high context culture are called group and consumers of the low context culture are called staff. The social patterns of both groups of people that will affect their behavior, and the effects of this pattern on a person's identity, the level of their reactions to impacts, furthermore, the need to stick to their inner conviction to do good. activities within groups of individuals (Kacen & Lee, 2002). People in collectivist cultures always change their behavior based on what they think is appropriate for a particular situation. These people generally say they are more mature in the decision-making process on their part. Because when they make a decision, they put their feeling and do it without the influence of their personal attitudes and beliefs (Triandis, 1995). This has also been found in research on the relationship between attitudes, behaviors, attitudes, and intentions to reduce collectivistic versus individualistic culture. Thus, the culture of individuals has not paid much attention to the negative effects that can be caused by impulsive buying behavior. And they must have positive thoughts that affect your actions and offer positive thoughts in their goals and feelings. On the other hand, peoplefrom collectivist cultures will focus on the negative outcomes of their particular habits and how their actions affect the group to which they belong. that they are attached to, this will affect people in collectivist cultures, because they will think twice before becoming impulsive. Some studies claim that religion is one of the elements that have an impact on consumer behavior. The importance of the value system of religion has been recognized in sociology and psychology. But it has not fully engaged in consumer research. Studies in marketing literature suggest that religion is an important element of culture. On purchasing behavior and decisions.This article is an analysis of the influence of religion on consumer choice and proposition, adhering to religious belief, particularly affecting shopping. Buy a television at the base. The study of purchasing behavior of Hindus, Muslims and Catholics should be included in the research. Crossing culture into the future. And there is great research potential to increase the influence of religious affiliation on consumers (Essoo & Dibb, 2010). Many factors create obstacles for retailers in international markets. Many retailers are expanding their business overseas and therefore it is very important to have a thorough understanding of customer service quality assessment and results, as well as the relationship with customers in different markets across the world. Customers from low-context cultures and high-context cultures differ greatly in how they express dissatisfaction with the quality of services they receive (Ozdemir & Hewett, 2010). Research was conducted in China, a low-context culture country, on six stores of a British multinational retailer. The interview involved a representative sample of 117 local employees, selected from numerous sections and at all levels of the company. This includes cashier staff, customer assistants, supervisors and department managers as well as key expatriate staff. During the interview process. Staff were invited to share their experience of interacting with customers. Different ways to persuade their target customers to buy the item and method. They handle problems when faced with difficult and harsh customers. The research focuses more on how employees' reactions and views (Ozdemir & Hewett 2010) Chinese retail market is saturated with intense competition among all types of stores. Public, private and foreign traders and sellers across the country have found that price competition is much more difficult. The only sustainable advantage that these companies can work on is to focus on customer service which is the key factor that determines the success of a business. Customers in high context cultures often do not show their displeasure and always try to support social unity by avoiding the problem that can be observed in China and Japan. On the contrary, when poor customer service in a country in which the customer would have a low context culture is more of a motivation to show anger, they will demand compensation for poor quality service provided to them. A study conducted by researchers on findings collected across cultures showed a difference in how Westerners and Easterners express emotions. He also found that there is violence and that the frequency of positive, strong emotions in the Netherlands, in a contextcultural, refers to Western countries. In relation to countries, in the cultural context, we refer to the countries of East Asia. There are three different reasons why people have different cultural norms. In Western cultures, people are encouraged to have positive experiences and feelings. And they will take things in a positive way (Kitayama, Markus and Kurokawa, 2000). Conversely, Asian cultures tend to experience more negative feelings than Western countries (Diener & Suh, 1999). The second reason is that a group of Westerners and Asians who differ in their requirements for positive self. In support of this, Marta Heine and Lehman Kitayama (1999) point out that Japan is a larger people than Western England and forcing more self-criticism can lead to a decrease in the level of goodness in people. Third, a group of people with a different perception of the future. A comparison is made by Elephant Optimism and Pessimism and Asakawa Sanna (2001). The research was conducted in the United States, Europe and Japan to make predictions about events in people's lives. He is American, Europe shows the difference in his predictions when compared to others, but to people. In Japan, they believe that they are different from others. To be positive, be biased. Pessimistic (Scollon Christy, Diener, Oishi and 2004). Some people believe that it is not just culture that can impact customer services, but experience also impacts it. One study found that 75% of businesses say their goal is to improve the customer experience (Morgan, 2017). Not only this experience can establish a good relationship between seller and customer. Research has discovered a strong relationship between customer experience and loyalty. Successful businesses are more likely to have repeat customers, as well as customers who recommend a product or service to a friend, according to researcher Forrester who maintains a strong relationship between a customer's good experience and their willingness to buy again with the company. The survey also reveals that customer experience is also directly linked to viral marketing. There are many challenges to overcome and many variables to consider for people looking to become an overseas retailer. First, retailers need to understand the needs of people in their target country. Retailers need to know what type of products they are going to sell, who their customers are, and learn not only how different their culture is, but also how the culture affects the consumer in daily life, especially in in-depth details such as payment method and how to purchase products. For example, the survey conducted by Pitney Bowes for a global technology company found that while people in most Western countries prefer clothing and shoes in person, Chinese consumers prefer to purchase these items online. Even in the same country but in a different city, people may prefer different things, like in Thailand. Most consumers in big cities like Chiang Mail and Bangkok prefer to pay by credit or debit card, while rural dwellers prefer to pay in cash. If retailers study and understand this information. This will help in market planning and providing the right things to the right target consumer. To provide the right things and meet customer needs, retailers may need to change the service environment to impress their customers, as people from high and low contextsalways expect a different type of service. Training the employee to impress the customer is the most important and simplest thing in the process of changing environment, because the employee is the group of people who work with your consumers. Beauty store customers from different countries are a good example of this. In Korea, customers always ask merchants for advice, so merchants must be informed about everything about cosmetics and they have been trained to follow up with customers and always ask them if they need help or information. In Thailand, on the other hand, customers don't like it when merchants follow them. They would like to make their own decision and only come to your merchant when they need help. Not only in a beauty salon, but training employees to deal with clients from different cultures and backgrounds can be adapted to any type of business abroad. Some people think that knowing information about the high and low context culture in the target country is not important because they think that culture does not matter. effects on human behavior and all humans need the same thing. These people are right that humans are all the same if they only look at it, but people need different things deep down. Details that might be overlooked can have an effect on the customer's emotion and feeling. Keep in mind: this is just a sample. Get a personalized article from our expert writers now. Get a personalized essay. Consumers will be impressed or not, it depends on these details. Culture is an important thing to understand the lifestyle of each consumer, which depends on the countries in which they live. Knowing and understanding this information provides benefits to adapt and use in marketing plans for different cultures. This plan also helps in finding the appropriate way to sell a product or service that matches the current needs of the consumer. These also help international owners to achieve their goal and survive in a highly competitive market system. To clearly understand the meaning of international business, it is necessary to know different cultures. The owner will only achieve his goal more easily if he understands the culture of his target country. Reference: Bagozzi, RP, Wong, N., Abe, S. and Bergami, M. (2000). Cultural and situational contingencies and theory of reasoned action: Application to fast food consumption. Journal of Consumer Psychology, 9(2), 97-106. Bello, Daniel, C. and Lohtia, R. (1995). Design of export channels: use of foreign distributors and agents. Journal of the Academy of Marketing Science, 23 (2) 83-93. Burt, S., Dawson, J. and Sparks, L. (2004). International divestment activities of European food distributors. European Management Journal, 22 (5), 483-492. 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