Cultural Distance and International Marketing Effectiveness of Fast Moving Consumer Goods of Multinational Companies in Nigeria
Vol.3 Issue 1
The research on cultural distance and international marketing effectiveness of fast moving consumer goods multinational companies in Nigeria was conducted to investigate the effect of cultural distance on international marketing effectiveness of fast moving consumer goods multinational companies in Nigeria. The study adopted correlational design .The study population was 21 registered and functional fast moving consumers goods multinational companies in Nigeria.. Furthermore, one hundred and twenty six (126) copies of structured questionnaire were administered to managers. After data cleaning only 84 copies of questionnaire were useable for data analysis. The spearman’s Rank order correlation technique was used in testing the various hypothesis in other to ascertain the relationship between the predictor variable (cultural distance) and the criterion variable (international marketing effectiveness). The study findings revealed that cultural distance significantly influences international marketing effectiveness. Therefore, the study concludes that cultural distance has a significant effect on international marketing effectiveness of FMCG multinational companies in Nigeria. The study thus, recommends that FMCG multinational companies going international must be culturally sensitive to the norms of the culture in its market in order to objectively investigate and understand the culture in that foreign market. For the marketer to effectively succeed across the cultural differences of the foreign market he must evolve cultural scheme.
Key Words: Cultural Distance, Fast Moving Consumer Goods Multinational Companies, Marketing Effectiveness
