An assessment of the role of cultural values in shaping marketing communications: Evidence from a consumer goods firm in Kano.
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- NGN 5000
Background of the study
Cultural values significantly influence consumer behavior and play a crucial role in shaping marketing communications. In Kano, consumer goods firms must navigate a complex cultural landscape where traditional norms and values dictate purchasing decisions. This study examines how integrating local cultural values into marketing messages can enhance brand relevance and foster deeper connections with consumers. By utilizing culturally resonant symbols, language, and narratives, firms can create advertising that not only communicates product benefits but also aligns with the community's values. The research explores case studies where culturally sensitive marketing has improved brand perception and customer loyalty. It also addresses challenges such as balancing global brand standards with local cultural expectations, which can lead to message misalignment. The study further analyzes how cultural values can be effectively incorporated into various communication channels—from traditional media to digital platforms—to create a unified brand identity that resonates with target audiences (Suleiman, 2023; Ibrahim, 2024).
Statement of the problem (150 words):
Consumer goods firms in Kano face challenges in effectively integrating cultural values into their marketing communications. Despite recognizing the importance of cultural relevance, many firms struggle with aligning global branding strategies with local cultural expectations, resulting in messaging that fails to resonate with consumers. This disconnect can undermine consumer trust and reduce the impact of marketing efforts. There is limited empirical research on how cultural values influence marketing communication effectiveness, creating a need to identify best practices for integrating cultural elements without diluting brand identity (Suleiman, 2023).
Objectives of the study:
To assess the influence of cultural values on marketing communications.
To identify challenges in aligning brand messaging with local culture.
To recommend strategies for integrating cultural values into marketing communications.
Research questions:
How do cultural values affect consumer perceptions of marketing messages?
What challenges do firms face in integrating cultural values?
What strategies can enhance cultural relevance in marketing communications?
Significance of the study
This study is significant as it provides practical insights for consumer goods firms in Kano to align their marketing communications with local cultural values. The findings will help marketers create culturally resonant messages that improve brand engagement and consumer loyalty, thereby enhancing overall market performance (Suleiman, 2023; Ibrahim, 2024).
Scope and limitations of the study:
This study is limited to a consumer goods firm in Kano and focuses on the role of cultural values in marketing communications.
Definitions of terms:
Cultural values: The shared beliefs and norms of a community.
Marketing communications: The messages and media used to promote a brand.
Consumer goods firm: A company producing products for everyday consumer use.
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