In order for firms to compete in the hyper-competitive global market and address the ever increasing expectations of consumers, it often takes more than developing a broad global marketing strategy, firms must recognize the individual differences, cultural attitudes and preferences of consumers within a given region. The segmentation of markets based on cultural characteristics at the global level enables firms to market their product or service to consumers who share certain socio-demographic traits, values and beliefs, consumption patterns and media usage. Knowing the cultural variations within a region enables firms to tailor their marketing to match the attitudes and beliefs of the market. Within cultural bodies there exists a common set of values, beliefs and assumptions and perceptions about life that are transmitted from generation to generation through social and environmental interactions and the process of learning. These learned behaviors influence the way members of a society interact with one another and behave in ways that are considered socially acceptable. Furthermore, consumption patterns and consumer behaviors are based on
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