Culture in India and Effects on Us

Nicolina Cavazza

Paper #1: Sociocultural of Marketing in India

12 September 2013

International markets have influenced great opportunities for countries including interpersonal relationships, larger markets and changes in technology. With great benefits for the United States, comes an understanding of how to succeed in international relations. Culture affects every aspect of a marketing system including: why people buy, if they will buy and long-term relationships from buyer to consumer (Marketing, 2014, p. 252). This paper will address what a relationship in marketing entails when becoming an international alliance. Focusing specifically on the culture between the United States and India. Additionally, discussing the history of trade between the US and India, marketing techniques used to support an alliance, challenges that may occur and finish with why this affects the marketing world.

To first understand the relationship between India and the US, we must look at the history of trade. According to CRS Report of Congress (2007), from 1991 to 2004, the inflow of cash from the United States and India increased from 11.3 million to 344.4 million. This increase of cash inflow makes the United States one of India's largest trading partners. So what began this alliance in marketing? In 1947 India established independence, and the United States began trade immediately. However, the War on India in 1965 put a deterrent on the United States and their alliance. It was not for another 40 years, that the United States began to come together with India again. In March 2006, the Bush Administration endorsed "bilateral trade" (Martin, 2007). And soon became an even greater alliance due to the Obama Administration. But with alliance comes support. India is a country of different ethnicity, religion and social classes. To support an alliance, the United States must respect and honor the culture in which India upholds to them, which will be addressed in the next paragraph.

When marketing, tapping into a person’s interest is key to profitability. In international relations, it is crucial to recognize and respect a country's beliefs and culture in order to maintain and market the public. The major factors the US must keep in mind when marketing with India is: cultural views of a person, language barrier and geographic stability. In India's culture, “the housewife makes a daily trip for fresh food and using income for anything but food is deemed unusual” (Westfall, p. 12). Women’s role is also based on the say of the male figure. Male hierarchy determines power and stability in families. Individuals are ranked in accordance to “male wealth and power” (“Indian Society”). With this being said, the importance of interpersonal relationship is far more important