Intercultural Product Communication. An Assessment of Consumer Electronic Products in India and China

Bachelor Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,1, University of applied sciences, Cologne, language: English, abstract: The thesis examines the product communication in consideration of different cultural circumstances and the development of cultural adaption. First, it outlines the general problem, which international and global action organizations have by facing foreign cultures. The problems guide inevitable to the relevance for economy and the mentioned organizations. Due to the work with and for human beings, also limitations are topic. The study also examines the product communication, as part of the marketing mix and under reflection of the pressure triangle. Then, the focus will be set on the cultures, as well as the specific markets in India and China. The thesis illustrates the intercultural product communication based on the observations of the companies Sony, Microsoft, Samsung and Apple. Their products PS4, Xbox One, Galaxy S6 Edge+ and IPhone 6S Plus, will be referred to each core strategy and the cultural characteristics in China respectively India. Once one has been to the USA, Italy, Germany, other foreign countries or even China or India, one travels with subconscious stereotypes and prejudices. In consequence of educational background, advertisement, friends and other influences cultural imaginations originate without doing it willful. Now to fit the real cultural requirements one has to study the culture in detail.