MGMT WK1 Differences between American and India

Differences between American and Indian Consumers’ Visual Images

Abstract

• Purpose: Examination of corporate image conveyed through visual images, focusing on cultural interpretations of visual communication in the USA and India.

• Methodology: Analysis of web images from 30 brands in both cultures.

• Findings: Significant differences in illustrations, group representation, and informational content in visual images.

• Implications: Cultural factors influence visual marketing; companies should tailor visual images to align with cultural specifics for effective targeting.

• Originality: Prior research predominantly focused on other Asian countries vs. Western countries; minimal focus on India.

Introduction

• Importance of corporate image in the marketplace.

• Visual indicators: Colors, images, size, language used to craft brand awareness.

• Visual images are key in marketing strategies as they are often the first point of interaction with consumers.

• Web images: Effective in communicating visual messages that impact consumer choices (Smith, 1991).

Literature Review

Visual Communication: E-Brand

• Overlapping terms: 'corporate image' vs 'corporate visual identity'; both describe how companies are recognized.

• The brand represents a company visually; it goes beyond logos to embody corporate values.

• Cultural differences complicate the establishment of a universal corporate visual identity (Roth, 1995).

• Cultural context: Brands must adapt visual messages culturally (Hofstede's dimensions).

Cultural Dimensions and Visual Communication

• Hofstede identifies five cultural dimensions impacting consumer behavior:

  1. Short/Long Term Orientation

  2. Individualism/Collectivism

  3. Uncertainty Avoidance

  4. Power Distance

  5. Masculinity/Femininity

• High context cultures (like India) prefer abstract, symbolic communications; low context cultures (like the USA) favor directness and realism.

Hypotheses

1. Images: Differences exist in visual representation, including usage of photographs vs. illustrations.

2. Information Provided: Discrepancies in types of product information, pricing, and promotional content.

3. Text: Language and coherence will differ substantially across cultures.

4. Colours: Cultural differences will be apparent in color symbolism and use.

Methodology

• Sample: 30 top global brands with presence in both markets analyzed online.

• Analysis: Content analysis to evaluate images from brand websites based in the USA and India.

Results

• Differences in Images:

  • American brands use more photographs; Indian brands prefer illustrations and symbols.

  • American e-images often feature both individualistic and comparative messages, while Indian images emphasize group harmony and emotional appeal.

• Information Content:

  • American e-images contain more literal data; Indian e-images focus on emotional and symbolic messaging.

  • Price and promotional details are more prominent in US e-images compared to Indian counterparts.

• Text and Language:

  • 100% of American text is in English; only 6.7% of Indian images incorporate Hindi, emphasizing the use of English for broader understanding.

• Color Usage:

  • Study indicates no significant differences in cool/warm color usage across cultures.

Conclusion

• This research highlights significant differences in visual communications between USA and India, rooted in cultural contexts.

• Successful visual marketing should consider cultural preferences in imagery, information conveyance, and emotional resonance.

• Recommendations for marketers: adapt visual strategies to both high context (India) and low context (USA) cultural frameworks to reach target markets effectively.