This research looks at the national cultural factors that affect Lada company’s marketing strategies in all regions of Uzbekistan. For data collection, this is an exploratory analysis focused on interviews and questionnaires of 39 marketing and sales managers. Content analysis and coding techniques were used to interpret the data. The results show that the studied national cultural influences have an effect on marketing campaigns at various levels. Six considerations affect sales campaigns, while power distance and uncertainty avoidance influence new product release the most. By far the most influential cultural influence on communication and advertisement campaigns is language. The results suggest that when entering the Uzbek market, managers can design and implement better business strategies. This study adds to our understanding of Uzbek culture and its effect on customer behavior, a crucial element in marketing.

Hofstede’s dimensions, Uzbekistan, Marketing strategies

Roozmand, O., Ghasem-Aghaee, N., Nematbakhsh, M.A., Baraani, A., Hofstede, G.J. (2011). Computational modeling of Uncertainty Avoidance in consumer behavior. International Journal of Research and Reviews in Computer Science, (Special Issue), 18-26.

Hofstede, G. J., Jonker, C. M., & Verwaart, T. (2008). Modeling culture in trade: Uncertainty Avoidance. In: 2008 Agent-directed simulation symposium (ADSS’08), Spring Simulation Multiconference 2008. SCS, pp 143–150.

Liu, Y., & Yang, R. (2009). Competing loyalty programs: Impact of market saturation, market share, and category expandability. Journal of Marketing, 73, 93-108. http://dx.doi.org/10.1509/jmkg.73.1.93

Brettel, M., Engelen, A., Heinemann, F., & Vadhanasindhu, P. (2008). Antecedents of market orientation: A cross-cultural comparison. Journal Of International Marketing, 16, 84-119. http://dx.doi.org/10.1509/jimk.16.2.84

Soares, A., Farhangmehr, M. & Shoham, A. (2007). Hofstede's dimensions of culture in international marketing studies. Journal Of Business Research, 60, 277-284. http://dx.doi.org/10.1016/j.jbusres.2006.10.018.

Darley, W. & Blankson, C. (2008). African culture and business markets: implications for marketing practices. Journal Of Business and Industrial Marketing, 23, 374-383. http://dx.doi.org/10.1108/08858620810894427.

Amos, C., Holmes, G. & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27, 209-234.

Yucel-Aybat, O. (2014). Save the best for last: the impact of "long term orientation" on consumers' decisions. In Proceedings Of The Marketing Management Association, 4(5). pp. 4-5.

Muhammad Mujtaba, A., Sany Sanuri Mohd, M. & Aliyu Olayemi, A. (2013). The Moderating Effect of Long-Term Orientation Culture on the Relationship between Trust, Personalization and Customer Satisfaction and Loyalty: A Proposed Framework. International Journal Of Academic Research In Business And Social Sciences, 3, 117-131.

Laroche, M., Chung Koo, K. & Clarke, M. (1997). The effects of ethnicity factors on consumer deal interests: an empirical study of French- and English-Canadians. Journal Of Marketing Theory and Practice, 5, 100-112. http://dx.doi.org/10.1080/10696679.1997.11501754

Lovelock, C.H. (1999). Developing marketing strategies for transnational service operations. Journal Of Services Marketing, 13, 278-290. http://dx.doi.org/10.1108/08876049910282538.

Claycomb, C. & Martin, C. (2001). Building customer relationships: an inventory of service providers' objectives and practices. Journal of Services Marketing, 19, 385-399. http://dx.doi.org/10.1108/eum0000000006109.

1Velioğlu, M. N., Karsu, S., & Umut, M. Ö. (2013). Purchasing behaviors of the consumers based on ethnic identities in Turkey. Journal of Management and Marketing research, 13, 1-19.

Umoren, U. E. (1996). Anthropology Contextualised in Nigerian Peoples and Culture. An Unpublished Monograph, RSUST: Port Harcourt.

Popovici, S. (2011). What do we know about cross-cultural marketing? Bulletin Of The Transilvania University Of Brasov. Series V: Economic Sciences, 4, 57-64.

Al-Hyari, K., Alnsour, M., Al-Weshah, G., & Haffar, M. (2012). Religious beliefs and consumer behaviour: from loyalty to boycotts. Journal of Islamic Marketing, 3(2), 155-174.

http://dx.doi.org/10.1108/17590831211232564 .