Pages 8 (2008 words)
Society shapes our beliefs, values and norms. People absorb, almost unconsciously, a worldview that defines their relationship to themselves, to others, to organisation, to society, to nature and to the universe" (Kotler, 2000). According to Hofstede (1980) culture is a complex, multifaceted construct.
According to Triandis (1990), individualistic cultures emphasise independence, achievement, freedom, high levels of competition, and pleasure; whereas collectivist cultures tend to embrace interdependence, family security, social hierarchies, co-operation; and low levels of competition. UK has an individualistic culture, which constitute the main factors of independence, achievement, freedom, high levels of competition, and pleasure. That's why the Innocent drinks give very much importance to taste. With the increasing awareness among the target population regarding the problems of obesity and other health diseases Innocent drink emphasises on the purity and the neutrality of the ingredients. These qualities correctly aiming at the demands of the customers make Innocent drinks the largest player of smoothies market in UK capturing 65% of the total market share.
Advertising, as a form of social communication, is particularly reflective, and indicative of culture and its norms. To the extent that advertising does reflect cultural differences, and there exist clear differences between distinct cultural patterns, advertising appeals, which are specific approaches advertisers use to communicate how their products will satisfy customer needs (Arens & Bovee, 1994), should manifest such differences across these countries.
"Taste remains the company's number one priority. ...