Originality/value – Globalisation o

Originality/value – Globalisation of the supermarket industry has also meant that marketers
continue to need a better understanding of cross-cultural issues and their effect and national culture
frameworks can be used to develop marketing theories which are suited to a particular region. The
current research identifies preferences for different sales promotion techniques in the two nationally
similar, yet ethnically diverse, countries under study, as well as examining application of these
techniques in the retail environment.