Effect of Cultural Factors on the Success of International Marketing Strategies in Nigeria

Marketing — 2025, Undergraduate

This study examined the effect of cultural factors on the success of international marketing strategies in Nigeria. A descriptive survey was conducted with marketing managers of multinational firms operating in Nigeria using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that adaptation of products, promotions, and pricing to local cultural beliefs and values significantly influenced brand acceptance and market success. The study found that cultural missteps and standardisation of campaigns to foreign norms reduced effectiveness. It recommends cultural sensitivity, local adaptation, and local market research.

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