Modern business strives to develop products and related support services that appeal to specific
cultures.
To what degree is there a connection between the types of products and related support services
offered and the management strategies employed? Explain.
Are these connections the result of the cultural influence of the consumer base to which the
products are marketed, or are they driven by the product offerings? Why?
The Connection Between Culture and the Types of Products and Related Support
Services
The Internet has provided a platform for businesses to connect with consumers worldwide
(Rita et al., 2019). There are over 2.9 billion internet users worldwide, although there are some
concentrations of internet use; for example, China alone boasts about 20% of internet users
worldwide, equating to 588 million people. The cultural environment can influence the types of
products and services sold over the Internet; for example, in China, internet products such as
video games are believed to provide ways for people to relax, reduce stress, and have a sense
of achievement (Dong et al., 2020). Also, with over 500 million users, Chinese consumers
form the largest market for smartphones in the world, and their preferences for the type of
smartphone they purchase are influenced by their culture. For example, the attributes of
appealing design, perception of durability, societal brand recognition, such as smartphones
offered by Huawei, and cultural values, such as enhancing one’s dignity or feelings of
significance, influence the smartphone user’s buying decision in China. The implication is that
products and related support services must consider the cultural environment and adapt to drive
consumer activity (Filieri & Lin, 2017).
References
Dong, H., Yang, F., Lu, X., & Hao, W. (2020). Internet addiction and related psychological
factors among children and adolescents in China during the coronavirus disease 2019 (COVID-
19) epidemic.
Frontiers in psychiatry
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11
, 1-9.
https://doi.org/10.3389/fpsyt.2020.00751
Filieri, R., & Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in
young Chinese consumers' repurchase intention of smartphone brands.
Computers in Human
Behavior
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67
, 139-150.
https://doi.org/10.1016/j.chb.2016.09.057
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer
satisfaction on customer behavior in online shopping.
Heliyon
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5
(10), 1-
14.
https://doi.org/10.1016/j.heliyon.2019.e02690
