What Impact Does Culture Have on Market Strategy and Segmentation?

by Stan Mack

Many businesses concentrate their marketing efforts on one of several segments of a culture. Large businesses might have the funds to engage several cultural groups independently with separate campaigns, but small businesses usually must focus their marketing more narrowly. In both cases, understanding the cultural behaviors and attitudes of potential clients helps businesses market their products and services in relevant and effective ways.

Segmentation Approach

Sometimes the most effective marketing strategy is to target only those people who are likely to invest in your product or service. This is called marketing segmentation. For example, a retail clothing store might target customers who have a particular sense of fashion. In contrast, marketing its clothes to people who would never wear them is a waste of advertising dollars. The downside of this approach is you must understand the specific demographic, or culture group, you plan to target. For example, the retail clothing store must stay abreast of fashion trends within the cultural group it wishes to attract, or it risks irrelevance.


The impact of a segmentation strategy is greater selling power per dollar spent on marketing. Aiming advertisements at a specific cultural group -- say, at people of a particular religion, age range, income group or gender -- ensures your marketing efforts result in the greatest possible return. For example, airing radio commercials on a dance station popular with young singles might make more sense for a nightclub promotion than running print ads in a local newspaper that has an older readership.

Research the Culture

Once you identify the cultural groups you wish to target, research their behavior, attitudes and buying habits. Customer surveys and feedback cards can help you identify which aspects of your products and services your target demographic most enjoys. Read magazines that target the cultural group, and visit the websites they frequent. Visit successful competitors to learn how they monitor and capitalize on cultural shifts.

Maximize the Impact

Use the information you glean to design advertisements that match the cultural attitudes of your potential customers. If possible, hire an advertising firm with expertise in marketing to the specific cultural groups you’re after. For example, a retail business targeting teenagers might benefit from the services of a marketing firm that specializes in street promotions aimed at young people.

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