Markets and Culture Are Demanding
Dust and heat, lack of electricity, narrow highways, and low budgets all place strains on products in the developing world. While companies might be tempted to produce second-rate products for the developing world, consumers are very demanding, expecting high value for their scarce cash. Products and services also have to be adapted to local cultures and traditions, which can be very different from those in the developed world. How do you sell jewelry and clothing in Islamic countries, which do not allow you to show women’s faces? How do you sell food and beauty products to a market that is concerned about their being halal? Customers in these markets also have not yet developed a culture of consumerism. They don’t know how to be customers, so strategies used in developed markets, such as money-back guarantees, can have unexpected effects. The memsahib (Indian housewife) and other social networks can have a major impact on the growth of products, brands, and markets.