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Cultural dynamics and marketing strategies for emerging markets: characterization of group subcultures and consumption preferences

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Abstract

Emerging markets (EMs) collectively represent more than half of the world population with rapidly increasing purchasing power. In spite of recent advances, consumer research of EMs is limited in scope and concept development and thus inadequately reflects EM realities in comparison with theories developed in and for the Western societies. Characterization of the dynamic changes in cultural ecology in EMs became an important area in need of conceptual and empirical research. The present study introduces a new conceptual framework—Taxonomy of Cultural Ecology—to better explain the cultural dynamics in EMs and predict changes in consumption preferences at a social group level—a key target for effective marketing strategies. Conceptual findings are connected with managerial implications relevant to marketing strategists, advertising managers and leaders of multinational corporations.

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Notes

  1. We developed the present theoretical research and concepts using qualitative studies in the form of semi-structured interviews of multiple consumers in China, India, Russia, and Ukraine, most of whom represented the middle and upper-middle classes. Some of the interviewees were well-educated young professionals with high aspirations, and some were entrepreneurs with substantial business experience who had lived through multiple political, economic, and cultural transitions in those countries over the past 20 years. Younger interviewees were aged from late 20s to mid-30s; older ones ranged in age from mid 40s to 50s. Excerpts from the interviews are provided throughout the text to illustrate and support pertaining stages of the theory development following the methodology Kohli and Jaworski (1990) suggest.

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Acknowledgments

The author sincerely appreciates collegiate advice and encouragement provided at different stages of this research by Roy Toffoli, John B. Ford, OC Ferrell, Linda Ferrell, and Robin Coulter. The author also expresses his gratitude for the constructive criticism and support rendered by the Editor Manjit Yadav and three anonymous reviewers.

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    Gregory J. Kivenzor

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Kivenzor, G.J. Cultural dynamics and marketing strategies for emerging markets: characterization of group subcultures and consumption preferences. AMS Rev 5, 142–158 (2015). https://doi.org/10.1007/s13162-015-0071-y

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