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Cross Cultural Consumer Behaviour and Diffusion of Pakistani Culture


A consumer’s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. Consumers tend to have an attitude when it comes to a particular product being made in a particular country. This attitude might be positive, negative, and neutral. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different. A major objective of cross-cultural consumer analysis is to determine how consumers in two or more societies are similar and how they are different. Such an understanding of the similarities and differences that exist between nations is critical to the multinational marketer, who must devise appropriate strategies to reach consumers in specific foreign markets. The greater the similarity between nations, the more feasible it is to use relatively similar strategies in each nation. If they differ in many aspects, then a highly individualized marketing strategy is indicated. The success of marketing and servicing in foreign countries is likely to be influenced by beliefs, values, and customs.

Variables that influence cross-cultural marketing strategies:

• Pakistani culture is actually a part of the contemporary Islamic civilization which draws its value and traditions from Islam and rich Islamic history. Majority of population comprises of Muslims and follows teachings of Islam.

• Pakistani culture is a beautiful blend of the Punjabi, Sindhi, Pathan, Baluchi, Barohi, Seraiki and Kashmiri cultures. In addition, the presence of Hindu community in Sindh gives touches of dance and music in the Sindhi region.


  • •Sinking Moral Values
  • •Celebrations
  • •Influence on Clothing
  • •Language
  • • Food
  • •Individuality


Moral values refer to a set of principles that guide an individual on how to evaluate right versus wrong. We are loosing our moral values, the new generation has forgotten the teachings of our religion as well as the moral ethics all due to the foreign culture invasion, thanks to today’s media. The new generation do not have the basic ethics like respecting your elders, having some decency in every aspect.

And the blame goes to the parents, because they forgot to teach them forcefully about the basic ethics and the rest blame goes to the media.


Eid in Pakistan is slowly and steadily loosing its charm and importance in the youngster Muslims. They are more enthusiastic towards HOLI, NEWYEAR, DIWALI, HALLOWEEN because in Pakistani Media these occasions are highlighted with such glittering impact that people have been convinced to celebrate these occasions like their own. The main concern should be that how far this influence going to effect the young generation today?


Whatever fashion becomes popular abroad, it is being adopted by people here. Pakistani fashion industry is so inspired by the foreign styles that they don’t even hesitate before introducing revealing clothes in their collection. Which is considerably against our moral values as

well as our culture.


By far, the greatest impact that foreign culture has had on our culture is on the language. Our mother tongue Urdu is being replaced by English as a more common language used in conversations. This is happening because of the number of English medium schools in our society and the excessive use of email and messaging amongst the youth, which is usually in English or in a combination of English and a native language. Learning English is not a crime nor is speaking in English, but neglecting your own language and letting a foreign language invade your own language is a CRIME. The influence of English is so great that some youth feel ashamed speaking Urdu. In fact, we have started using English as a tool to distinguish between high and low class. Those who speak English proficiently are considered among the elite class, despite the fact that Urdu was the official language of Pakistan until English


The traditional concept of home-cooked food in our culture is being replaced by fast food meals from restaurants like KFC, Pizza Hut, and McDonalds and others inspired by the fast food model. Pakistani dishes, which were famous for their flavor, are hardly acceptable to today’s youth. As of today, we see cold drinks being used to such an extent that they are part of almost every meal, even in formal dinners. The introduction of energy drinks and sodas also has played a part in diminishing the consumption of traditional drinks.


The extended or joint family system, a trademark of Pakistani social culture, is losing its value and seems to be vanishing altogether, replaced by a culture of individuality. The youth of today believe in independence and individuality. As a result, we have seen a rise in the psychological disorders, divorces, suicides, and crime


It may be due to deviancy from our religion, as a culture of any nation reflects in its religion. – The media of today is exploiting the personalities of newgeneration. It presents the western world in such a glittering way that anybody can be come its victim. Our economy and political condition is suffering but so are our values and culture. One should stop and think whether Pakistan is really what its name mean or is it just another country vanishing under the spell of modernization!


Westernization has influenced every aspect of daily life ranging from cuisine to the basic human right. Westernization has not only created amongst the public but it was a step-forward towards modernization and modernization in no sense can be regarded as harmful. On the other hand too much interest of youth towards western influences can be regarded as a negative impact on the society. Increased exposure to internet, television, movies, and video games has increased drug abuse, violence, and related vices. The Pakistani youth, which forms the majority of the population, are quickly being influenced as they are the most vulnerable.

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