Influence of national culture on marketing strategies : a case study of the beer industry in Nepal | |
| Author | Shrestha, Shikhar |
| Call Number | AIT RSPR no.SM-21-03 |
| Subject(s) | Marketing--Social aspects--Nepal--Case studies National culture--Nepal--Case studies Marketing--Management--Cross-cultural studies |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This study looks into the national cultural factors that affect the marketing strategies used in Nepal’s beer industry. We use Hofstede cultural dimensions (1980) of uncertainty avoidance, power distance, individualism-collectivism, masculinity- femininity and also have included cultural elements such as religion and language for this research. This study is exploratory in nature which is based on interviews involving seven marketing managers from the beer industry in Nepal for data collection. All the participants are from Gorkha Brewery Private Limited (GBPL). The findings show that the national cultural factors have influence over the marketing strategies at different levels. It was found that culture had an effect on product introduction and development, pricing, promotional activities and distribution channels. Promotions are influenced by four factors while new product introduction is mainly influenced by power distance, uncertainty avoidance and femininity. Distribution is the least to be influenced by cultural factors and pricing is affected by uncertainty avoidance and power distance. This research extends the knowledge of Nepalese culture and its influence on Nepalese consumers |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K. |
| Examination Committee(s) | Kritsadarat Wattanasuwan;Zimmermann, Willi |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2021 |