Cultural Attitudes and Perspectives in Alcohol Marketing

Abstract

This thesis compares Western and Eastern societies to examine how cultural attitudes affect alcohol marketing customer behaviour. It analyzes how cultural norms, attitudes, and beliefs affect alcohol use and global brand marketing. Hofstede's cultural aspects and Hall's context theory are used to study how individuality, collectivism, masculinity, and uncertainty avoidance affect alcohol advertising responses. My research for my thesis contrasts quantitative survey data with qualitative insights using mixed methods. That is, Eastern and conservative cultures link alcohol with moral restrictions, religious constraints, and social taboos, while Western societies enjoy it as a symbol of freedom, pleasure, and social identity. The results show that multinational alcohol corporations adapt their marketing to local cultural and regulatory differences along with policies from the World Health Organization. We will also discuss how culture influences consumer behaviour and marketing communication by analyzing these dynamics and emphasizes the need for culturally sensitive, responsible, and sustainable alcohol marketing in an increasingly linked globe, contributing to the global marketing ethics conversation.