CULTURAL FACTORS IN CONSUMER BEHAVIOR AND MARKETING STRATEGIES IN TASHKENT UZBEKISTAN
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Cultural Factors, Consumer Behavior, Marketing Strategies, Tashkent, Uzbekistan, Cultural Dimensions, Brand Loyalty, Market Penetration##article.abstract##
This
study
examines the significant influence of cultural
factors on consumer behavior and the subsequent implications for marketing
strategies in Tashkent, Uzbekistan. As a rapidly developing market, Uzbekistan
presents a unique cultural landscape that profoundly shapes how consumers perceive
products, make purchasing decisions, and respond to marketing communications. The
research aims to identify key cultural dimensions prevalent in Tashkent and analyze
their specific impact on consumer preferences, brand loyalty, and engagement with
various marketing initiatives. Employing a mixed-methods approach combining
surveys, focus groups, and content analysis of marketing materials, this study will
gather data from Tashkent consumers and local businesses. The anticipated findings
will offer valuable insights for both domestic and international marketers seeking to
effectively penetrate and thrive in the Uzbek market, providing a roadmap for
culturally congruent marketing strategies that resonate with local consumers.
##submission.citations##
[1] Hofstede G (1980) Culture's Consequences: International Differences in Work
Related Values. Sage Publications
. 2] Asian Development Bank (2020) Uzbekistan: Country Partnership Strategy 2019
2023. ADB.
3] World Bank (2021) Uzbekistan Economic Update. World Bank Publications. [4]
Solomon M R (2018) Consumer Behavior: Buying, Having, and Being 12th ed.
Pearson.
