Efficiency of Cross-Cultural Advertising in the Context of Retail

The master's thesis is devoted to relevant issue. Cross-cultural understanding is crucial for creating successful retail advertising that reflects cultural values and norms of the target audience. The key problem in cross-cultural advertising is the problem of interaction with people from different cultural backgrounds. This thesis consists of: introduction, three chapters of the study, conclusion, bibliography and appendices. The relevance of the research, the object and subject, the goal and tasks of the study are reviewed in the introduction. The key issue of the research is defined and the methodology is developed as well in this part. The theory of Geert Hofstede and its influence on other scientists in the field of cross-cultural studies is analyzed in the first chapter. The cross-cultural factor and its impact on retail advertising and consumers is also examined in this chapter. The design of the empirical study and the methodological apparatus of the effectiveness of cross-cultural retail advertising are described in the second chapter. The third chapter contains an analysis of the results obtained during the survey among the residents of Armenia and Russia. The similarities and differences in preferences were revealed. The chapter contains a descriptive analysis. A set of recommendations was developed that can be useful for retailers and anyone who analyzes the impact of cross-cultural factors on retail advertising in the Armenian and Russian markets. The final part of this paper includes a summary of the findings of the study.