Arabic cluster qtn 7

QTN 7 ARABIC CLUSTER

ERNEST RAYMOND SSENTONGO

STUDENT NUMBER: 3327814

Contents

Who is an Arab and the Arabic cluster

Description and member countries

Similarities

Differences

Cultural values

Summary

Marketing implications

Description and member countries

An Arab may be described as someone from Saudi Arabia , Yemen, Iraq ,Kuwait Syria, Jordan ,or any other states that identify themselves as an Arab . Kalliny (2010)

The Arabic cluster consists of Egypt , Morocco, Turkey, Kuwait and Qatar Liddell (2005)

The Arabic cluster includes the independent states of Qatar, Morocco, Turkey, Egypt and Morocco Hayat and Bodur (2002)

categorization according to the GLOBE

study

Source: Hayat and Bodur (2002)

Map of the Arabic cluster

Source: Hayat and Bodur (2002)

Similarities Islam is the predominantly accepted

and practiced religion. Hayat and Bodur(2002)

Main language is Arabic Hayat and Bodur (2002)

characteristic element in the female clothing of Muslim world is the veil and head-scarf Hayat and Bodur (2002)

All Arab countries apply the sharia law to an extent Kalliny (2010)

The Koran is the holly book and is a key unifying force that influences practices and key driver towards creating a common culture Kalliny (2010)

Differences They have different government systems turkey and Egypt are republics , Kuwait

and morocco are run by a constitutional monarchy while Qatar executive power is vested in the Amir ( prime minister )

In Saudi Arabia, women are required by the law to cover up, while in , Egypt, such a requirement does not exist Kalliny (2010)

There is also a significant difference in the spoken and written Arabic language. (dialects )

In Saudi Arabia and U.A.E., businesses must close for prayer while this requirement does not exist in Egypt or Lebanon

Not all people are Muslims e.g. 50 % in Lebanon are Christians and 10 % in Egypt are Christians

Main language in turkey is Turkish Hayat and Bodur (2002) There is a difference in Islam there are Sunni Muslims and Shiites Kalliny (2010)

Cultural values

• Indicate high ratings on group and family and collectivism Hofstede (2008), (Liddell 2005) and power distance (Liddell 2005)

• Uncertainty avoidance, institutional collectivism, humane orientation, performance orientation, and assertiveness are in the mid-range (Liddell 2005)

• low on future orientation and gender equality (Liddell 2005)

• The Arab culture is a high context culture Kalliny et al (2008

Cultural dimensions

Source: Hayat and Bodur

(2002)

Iran v morocco

Source: geerthofstede.com

Kuwait v morocco

Source: geerthofstede.com

Summary

Everyone loves children ,automatically confers wisdom; that men and women have vastly different personalities and characteristics; that a person’s dignity, honor, and reputation are of priority importance and must be protected at all costs; that one must always behave in a way that will create a good impression on others; that loyalty to one’s family takes priority over personal needs; that devotion is one of the most admirable traits in a person; and that there should be no separation between “church and state”—religion should pervade all aspects of life. Wilson (1996, p. 69) as cited by

(Kalliny 2010 )

Arabic cluster and Marketing

Culture along with other elements of the environment affects all stages of consumer decision making. Engel et al (1995) ) (NEED RECOGNITION, SEARCH, PRE PURCHASE ALTERNATIVE EVALUATION , PURCHASE CONSUMPION )

advertising rates are comparatively low for Arab satellite television due to the lack of a consistent rating system. Kalliny et al (2008)

Internet advertising opportunities exist as well. For example, currently 17.4 percent of the Middle Eastern population uses the internet, comparable to the world average of 20


because the Arabic society is highly collectivist, people do not depend much on advertisements to get information about a product, but rather use other sources such as extended family members and friends Al- Olayan and Karande (2000 ) ,

Mentioning prices in television advertisements may be less desirable because it can be viewed as too direct and rude (Lin, 1993)

Arabic culture is a high context culture where the interpretation of a message is based not only on words, but on the context in which the message takes place. Therefore, advertising to Arabic audiences does not require a great deal of information and explicit details (Biswas, Olsen and Carlet 1992, . Kalliny et al (2008)


Islam stresses that women should

dress modestly and encourages

women not to show too much of their

bodies in public Olayan and Karande

(2000) found women wearing long

clothing in 83 percent of Arabic

magazine advertisements showing

women, compared to 29 percent in

U.S. advertisements. Kalliny et al

(2008)

depiction of women as housewives in

the Arab countries is accurate Kalliny

et al (2008)


In Saudi Arabia and U.A.E., businesses must close for prayer while this requirement does not exist in Egypt or Lebanon. Kalliny et al (2008)

marketers' use of comparative advertising may perceived to result in hate among sellers, which is not consistent with societal values. Therefore, comparative advertising tactics would be used to a lesser degree in the Arab world Arabic culture, in general, encourages people not to compete, at the cost of harming others. AL-OLAYAN, (2000) , karande et al (2006)


Bargaining is still an acceptable practice because

many businesses in the Arab world are either individual

or family owned, and these owners are likely to be

more willing to negotiate prices. AL-OLAYAN, (2000)

More adverts from the UAE (high per capita GDP)

contain price appeals than those from Egypt and

Lebanon (low per capita GDP)


advertisers in high per capita income countries such as the UAE tend to use more hedonic appeals than low per capita income countries such as Egypt and Lebanon. karande et al (2006)

References

AL-OLAYAN, FAHAD, and KIRAN KARANDE. "A Content Analysis

of Magazine Advertisements from the United States and the Arab

World." Journal of Advertising 29, 3 (2000): 69-82

Enegel,J.F., Blackwell, R.D, Miniard P.W. (1995) Consumer

Behaviour 8th edn USA

Hofstede centre [ no date] cultural comparisons available from:

http://geert-hofstede.com/ [Accessed 26 October 2014].

Hofstede, G., (2008). Available from (www.geert-

hofstede.com/hofstede_arab_world.shtml) [accessed June 12,

2008].

References

Kalliny, M, Dagher, G, Minor, M, & De Los Santos, G 2008,

'Television Advertising in the Arab World: A Status Report', Journal

Of Advertising Research, 48, 2, pp. 215-223, Business Source

Complete, EBSCOhost, viewed 27 October 2014.

Kirian karande ,, Khalid A ALmurshidee and Fahada Al-Olayan

2006 vol 25 . Advertising standardisation in culturally similar

markets : can we standardise all components ? WARC

KABASAKAL, H., DASTMALCHIAN, A., KARACAY, G. and

BAYRAKTAR, S., 2012. Leadership and culture in the MENA

region: An analysis of the GLOBE project. Journal of World

Business, 47(4), pp. 519-529.

References

Kabasakal, Hayat, and Muzaffer Bodur. "Arabic Cluster: A Bridge

Between East And West." Journal Of World Business 37.1 (2002):

40-54. Business Source Complete. Web. 21 Oct. 2014.

Kalliny, M 2010, 'Are They Really That Different From Us: A

Comparison of Arab and American Newspaper Advertising', Journal

Of Current Issues & Research In Advertising (CTC Press), 32, 1,

pp. 95-108, Business Source Complete, EBSCOhost, viewed 24

October 2014.

Liddell William. W 2005, Macroeconomic Processes And Regional

Economies Management Project GLOBE: A Large Scale Cross-

Cultural Study of Leadership

References

LIN, CAROLYN A. "Cultural Differences in Message Strategies: A

Comparison Between American and Japanese TV Commercials."

Journal of Advertising Research 33, 4 (1993): 40-48

Class discussion

https://www.youtube.com/watch?v=ixr__OTfbB0 do you think it

was banned and why

Share similarities between your culture and the Arabic culture

https://www.youtube.com/watch?v=ixr__OTfbB0