On the other hand, AIU should take into account national culture which affects all international and export marketing activity. Of concern to the manager are the influences of the religious, family, educational, and social systems of a society. Often these are manifested in the values, attitudes, and motivations of people and can affect business customs such as personal manners, colors, advertising, 'gift' giving and receiving, and pride and status.
The UK is a country with old traditions which include both conscious and unconscious national values, ideas, attitudes and symbols that shape employees behavior. The UK consists of four main parts: Wales, England, Scotland and Northern Ireland. The combination of language and religion creates a unique culture and traditions. At its deepest level, however, British culture comprises a set of basic assumptions that operate automatically to enable groups of people to solve the problems of daily life without thinking about them. The influence of Christianity and other religions in the UK had always extended for beyond the comparatively narrow of organized and private ownership. Religious organizations are actively involved in voluntary work and the provisions of social services.
The UK is a leading industrial country which has a great influence on international economics and politics. The country has a service-based economy and a large private sector. In contrast to other European counties, the UK has not yet adopted the euro currency. "A member of the EU, it chose to remain outside the Economic and Monetary Union for the time being" (The World Fact Book: the UK, 2006). The country has a population about 60,609,153 million who lives on 242,514 sq km. An average expectancy of life is 81 years for women and 76 years for men. GNI per capita is $33,630. GDP is $1.83 trillion. It is reported that GDP shows the lowest growth rates over the last 12 years. "GDP grew by 0.6 per cent in the first quarter of 2006, with growth unchanged from the last quarter of 2005. The level of GDP is now 2.2 per cent higher than the first quarter of 2005" (GDP Growth. The UK, 2006). 17% of population lives below poverty line.
Demographics will help to analyze market potential, its perspectives, and segment the UK market. Demographic segmentation is based measurable characteristics of the population such as income, age distribution, gender, education, and occupation. A number of global demographic trends-fewer married couples, smaller family size, changing roles of women, higher incomes and living standards, for example-have contributed to the emergence of global market segments. In the UK, 17.5 % of the population are children from 0-14, 66.8% people from 15-64 year old and 15.8% - 65+. The majority of the population are white people - 54.85 million; people of Asian origin is about 2.38 million. Population growth rate is about 0.28%. In agriculture works about 1.1%, in industry - 26% and in service market - 72.9% (The World Fact Book: the UK, 2006).
Cultural Concerns Need to Be Considered
Great Britain is a country of old traditions and strong family values. Cultural preferences are quite apparent in food preparation and consumption patterns and habits. Taking into account the nature of the product AIU is going to market, these cultural preferences will play a core role in strategic planning. A solid understanding of food-related cultural preferen