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Multicultural Marketing

Working on the LinkedIn project involved carrying out qualitative research on Indian LinkedIn users in comparison to global users and seeing where the cultural differences in consumption emerge.
Working on the LinkedIn project involved carrying out qualitative research on Indian LinkedIn users in comparison to global users and seeing where the cultural differences in consumption emerge.

As someone who has grown up in seven countries across the world, I have witnessed immense diversity in culture and society. This has motivated me to draw upon my background in Psychology and Economics to understand how these variations influence people's thinking. Naturally, during my international internships, I was excited to observe firsthand how these cultural differences can translate into meaningful insights for companies.

At the Australian multicultural advertising and marketing firm MultiConnexions, I gauged buying behavior insights for South Asian and Chinese consumers for a telecommunications client. The data spoke volumes. We found, for instance, that these cultural groups are more collectivistic than other sections of the Australian population, and that they deeply value family and culture. Based on these findings, I suggested that we prioritize the marketing of unlimited international phone plans and their critical role in connecting international communities to families back home (rather than focusing on the phone plan’s ability to bring friends closer).

At Coca-Cola, I built upon this understanding, as I benchmarked with international and national companies to understand how Indian consumers behave on social media platforms. I then made specific recommendations based on this data, accounting for our target demographics and how we could address their needs in a unique way.

In both these positions, I made distinct recommendations for the marketing of various products to our target groups. I was constantly amazed by the impact of culture on people’s preferences and buying behaviors. These experiences have convinced me that in order to really understand individuals, it is essential to engage with cultural diversity.