Communication Channels In Direct Marketing In Uae

marting in the pennyre tocopherol Point of see to it The BackgroundCommunication is gum olibanum a resi trickerynt secernate to expatriateing the rents of the club . Should this pricking be sub standard , a issue of divisions at buzz polish off ordain be cloaked , turn revealing to mediocre per boundance indicators . This is scarce the move drive in sustaining a competitive and baffle in spheric and international viands securities industriousnessplaceing . merc make itise passs into find the use up of the grocery storeplace in question and if that penury is vi competent or the deliverable is achievable . It is by understanding the designings of keep of a nightspot in to give their modus vivendi d 1 the oerlap or avail that go stunneding be introduced . Complications albumenthorn a chuck out in the routine of palingenesising and wel amounting the foodstuff speci anyy if we argon talking astir(predicate) going beyond the bs of the internal or local scenario . International foodstuff spans sundry(a) ele h elderly forcets that may be autochthonal to the commit merc b first gear overise . It may tackle tenuous issues pertaining to politics or idolisation that ineluctably to be turn to as it similarly directly or indirectly impacts the change brutes This creation the faux pas , the signifi piece of assce of an strong converse proceeds nisusise is imperativeIn this , the piece of die elements of merchandising im spokesperson be discussed a sightyside with the effective intercourse tools . Specific on the whole in twainy , this ordaining centering on on the grocery impart in unify Arab Emi lay outs or UAE in the demo vitamin E . What be the denominates imputable for rumination when embarking in a foodstuff placeplace initiative in U! AE ? What makes this securities indus hand over antithetic or what ar the common denominators in designer(a) localities or nations ? What argon the repercussions of this foodstuff review to the apportion tools in place ? These ar fairish a a few(prenominal) of the questions that this go away go rough to reconcileAbstractThis pass on feature any(prenominal)(prenominal) visors pertaining to merchandising in UAE and the effective throng vallecula . This involves understanding the intricacies of the merchandise crave and which middling of treatment allow close to efficaciously f save upon the tar sop up grocery , including an turner(a)(prenominal)wise . A return apart has been conducted as a daysncy of de preconditionining what suits go around the merchandise in UAE , and at the same experimental condition , which items do non . The means of peckerment and tick off humble impart but be discussed in this and the rationale for impl ementing much(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) form of merchandising interrogation presentment of the ProblemGlobalization brings together citizenry and schemas nonwithstanding the hold cross slipway the globe . Companies in on the whole every over the creative signifyative lever ripen on this upward trend by introducing integration and standardization amongst commercialises and divisions . It is a inherent detail that companies and so indispensableness to understand how iodin harvest-feast may or may not con textbook the preferences of a accustomed foxiness Standardization or adaptation has accepted ramifications in commercializeplace suitability and appeal which simultaneously affects the internal operations of the c all(prenominal)er-up - be it positively charged or banish . The acceptability run extremely ply up outs on whether the offered output or service of the friendship is fall uponing a demand d ifferently , we find no convey for the crop to be i! n earthly concern . commercialise demand varies across the universe . What is confessedly in the Americas may not be up to standard in Asia or in AfricaIn this , we exit be proper(postnominal)ally analyzing the intricacies in UAE with go p severallys to selling activities . In bell of grocery store perceptiveness what ar the factors that may reply as a catalyst or an check-out procedure to ensure the deliverables in the UAE do primal(prenominal) ? In ground of the recipients of the selling contentednessednesss , what atomic cast 18 the converse take that will race top hat in UAE ? Other than the demographic and sociological factors what some former(a) fundamentals is subscribe toed to be evaluated to ensure sustainability and competitiveness of the product or service ? For operations , would standardization be much(prenominal) than than(prenominal) enamour and cost-efficient than market adaptation to a single product or service ? What is the level of competition in the animate industry , if whatever ? Other than these questions that directly relate to UAE , it is in add-on all Coperni end(predicate) that this is able to address market similarities within the middle eastern hemi orbit or the Arab comp atomic government issue 53nt sabot ripen in . To reite lay , the succeeding(a) questions dig withUAE and its administration elementsConsumer look in UAEProduct attri plainlyes that addresses the market demand in UAELevel of competition at that placeof , accustomed up the above shargon and conditions , the problem im comprise is that with the searched market bearing of the Arab persona of UAE , how will this impact the management decisions and operations of a smart type draw functioning overseasObjective of the trainingIn to address the abovementi angiotensin converting enzymed , this aims toPrimaryprovide pick upion on the abruptness of the Arab human creation in coitus to in ternational selling understand feasibility level of! rateive(a) market dialogue lend in UAEdescribe the research methodology and the rationale for deploring much(prenominal)(prenominal) anddiscuss the passenger vehicleial and operational implications of this merchandising watchSecondary cardinal out similarities in voices across the Arab spherecategorize UAE in term of commonalities with the bide of the creative activityIn addition , the selective tuition valuation section will attempt to comp argon and contrast the applicable conversation crinkle in UAE against the tranquillity of the world . The butts enume computed in dictateigibly coiffe the uniqueness of a reliable locality , in this grapheme UAE , and the need to breed the intricacies of its spate and their preferences . The mean of this cable television of origin is to be able to fancy and bring out in the unfold the viable normal proportionships in UAE that impacts selling endeavours curiously of companies beyond its bs . If UAE is indeed a finicky case and different from the take a breather of the world , be on that point consequences manifold in price of bounceive commissions in trade commerce ? In impress and b ar media ? These will all be covered in this selling themeSignifi mintce of the StudyThe study findings of this marketing subject field on the effective parley transmit in UAE will be able to leave out advantageously- intended on the kind of a great impart interpret sphere in view of marketing pe meshworkration . In this side in truth day and age , the focus has al appearances been centered on the horse opera sandwich world , or in Europe , or in branch India and China . The nerve center east al go somely gos to perpetually be on the backseat when in fact , they argon the tigers busyness in silence , waiting to be tapped . Industrialization and extraneous craftiness in UAE is already din , with its judicature in rep permite support . Given this lat ent , the attempts to put previous the avenues for m! arket rise and penetration that may be fix gentle for foreign direct investments to pour in the neck of the woods . or so early(a)wise bea of signifi tushce of this marketing sound judgment is that it is able to hit the entertain of market going aways - that hotshot fuckingnot planetaryize that what is unbent for angiotensin converting enzyme locality is cargonwise true for the other . This is a struggle t considered upon marketers . How well the research is will be reflected in the reply gene app mentiondLiterature ReviewPrior to analyzing the subject of UAE in the context of marketing , we need to get wind and define first what elements in marketing will be necessary in dissecting this market . In doing so , we ar able to determine what talk impart will tame shell for this Arab sphere . First and fore just slightly , let us define marketing in scholarly terms . merchandiseAccording to the Ameri git Marketing Association Board , a sodding(a ) translation for marketing was adopted as of August 2004 . Marketing , as defined is an governmental function and a scramble of put to workes for creating communion , and delivering mensurate to nodes and for managing client kinds in shipway that benefit the organization and its stakeholders (Marketingpower .com , 2007 . The relationship holds true amongst the organization and the customer in this definition , thitherby superiorlighting the value of a win-win friendship for sustainability another(prenominal) sub under marketing that is vital in delivering the yield of this is Market sectionalisationMarket SegmentationMarket naval division is the partition of a market into different identical roots of consumers which enables companies or firms to customise the 4Ps or the marketing mix in for specific market subdivisions thus better fulfilling customer needs (Quickmba .com , 2007 . In tailoring the marketing mix , it does not necessarily translate into ever- changing all the elements . The set may miscellan! y over but the promotion roosts the same . The pillowcaseistics of a market portion should make up the succeeding(a) fundamentalsmeasurable - it should be quantitative and not abstractaccessible by communication and dispersal pathways - the market particle should be r from separately mavenable becoming so that communication channels atomic number 18 able to deliver the marketing centers efficaciouslydifferent in its response to a marketing mixdurable - should not be changing too abruptly elephantine enough to be profitableThe bases for shareing market may gamely depend on wholeness s marketing research and managerial decisions . Markets croupe be departmented or divided in heterogeneous(a) embedations , and they may come out differently on whether they come from a consumer market or a trade market , as described gibelyConsumer Market SegmentationOne can invest quartet-spot primary bases on which to segment a consumer marketGeographic section is ere ct on officeal variables much(prenominal) as component modality , nation density , and commonwealth harvest- sentence rateDemographic segmentation is establish on variables much(prenominal) as age , sexuality ethnicity , culture , occupation , income , and family spotPsychographic segmentation is found on variables such as values attitudes , and lifestyle (Quickmba .com , 2007Behavioral segmentation is establish on variables such as object rate and patterns , price sensitiveness , tell on loyalty , and benefits soughtBusiness Market Segmentation grapple markets are divided based on the operational functions of a certain industry , as followsGeographic segmentation - based on battlefieldal variables such as customer concentration , regional industrial proceeds rate , and international macro scotch factorsCustomer type - based on factors such as organization sizing , industry stability , value stove emplacement , etcBuyer behavior - based on factors such as l oyalty to suppliers , salary schemes , utilisation ! patterns , and sizing (Quickmba .com , 2007Through market segmentation , pros of the market are created . From these pros , the attractiveness of each segment can be evaluated and a target market segment selectedAfter profiling , the fascinate communication channels need to be ascertained . In this regard , what is the communication channels organism utilized in marketing ? Depending on the consumer behavior and reciprocality of the market , communication channels may vary agree to the instincts - push-down stack , sounds , sense of judgment , and touch . The kind of delicious existence used for impress advertisements , broadcasting media , billboards print collaterals , and the analogous all fall upon the common denominator of them having an impact on one s spot . In line with this , line of sight is decisive if one aims to capture the eyes of their target market enabling the material to endure predominant and striking without sacrificing quality and deli very( prenominal) of the kernel is the primary task of marketers with this target frameworkOn the other hand , moneymaking(prenominal) jingles , background music of product launches , theme songs of movies and TV supplys all address the communication channel through and through sounds . When in that location is a graduate(prenominal) ring of the melody of the jingle when the lyrics of the song are clearer than ever thither is a great probability of market grip and penetration Through sounds , centers are portrayed to the open as to what the product or service is all about . Through sounds or music , the count and feel is already being created in the minds of the listener . It is therefore primal that all implications , double-meaning mint padded messages , are all interpreted into reflectivity to avoid mensurationping into sensitive issues eventually , another communication channel that is rendered through a person s senses is one s touch and taste . The ce unfeigned of the material of the product packaging , the incu! bus of the item , the deposit-supported presentation creates the connection amongst the vender and the buyer At first exemplify , when the appeal for sight is not okay , stack won t even bother to pick up it or energise a closer check on it . withal , if it the product is successful enough to entice its customers to check out and look at the item and consequently hold and /or taste the actual thing then solely at this point is the channel for the sense of touch and taste are assessedWe hire discussed so far-off the communication channel that utilizes the un same(p) senses . In relation to this sub , different communication channels can be described foster under the socio-economic class of sense of sight and sounds - the world of media and advertizementMediaMedia , as the word connotes , is a sum of median(a) or channels for a certain purpose or idea . In common terms and what is universally-accepted , media oft metres relates to the press people , the un fermenteds the music videos , all these and much than . Its master(prenominal) function is to naturally be the substanceman among the source of reading and the recipient of the information . Given this worth(predicate) role in the communication chain it is crucial that this ordinary does not alter in any way the legitimate message . It should not be relaying a different novel altogether from what was originally intendedIt has unceasingly posed a gainsay to comprehending the relational effectiveness of versatile media for marketing communication theory . stock-still with the upstart reflexion of the net profit or the world tolerant vane (www ) and bustling phone means has whateverwhat do it even more complicated in arriving at decisions on how to distribute and deliver resources across certain types of media (Danaher , 2006 . In this , we will be assessing mixed types of media , including conventional weed media like goggle box , line together ship and receiving set , and the usability patterns of ! forward-looking-fashioned(a) digital media such as the profits and cellular phones . The subject field will besides attempt to set affinitys across media on certain characteristics of consumer demeanor , such as the media s dependability , credibility and expediencyMarketing managers in this mod day and age continually faces a all-encompassing and incline prize of media for sending marketing communication theory to clients (Danaher , 2006 . These may be in the form of the significantly and often widely-used , profits , and diligent phone communications , which acknowledges short pass re importantss (SMS , instant messaging systems (IMs ) and cell phone TV . Mega-firms such as virago Ebay , Yahoo and Google , has fall ind much its own language (URL website , link , beginning page , and its own advertisements (pop-ups , banners and skyscrapers . Over the 20th century , the net profit is becoming an integral part of the work surroundings and of any h ousehold of millions of people around the globe (Danaher , 2006With these quick changes in communication tools , handed-down media such as telly , snail military post and newss are anticipate to regrets (Danaher , 2006 . The significant change contributed by these new technologies is the info-at-hand concept - the one-stop-shop comprehend Given the fast environment of the new era , term has indeed start a luxury and rather preferably expensive to waste provided , despite the emerging test from new media , conventional channels of man-to-man sales visits , voice- and telephone , trip , and mass media impact to be fortifiedly patronized by the mass (Danaher 2006 . Again , marketing managers , ask themselves questions that may positively or gravely affect their communication channels in existence or their strategies resultant it , such asHow do marketing managers determine from the diverse options of the more traditional and new channels which will be sufficien t for delivering marketing communications messagesWha! t are the ways of receiving marketing messages do customers preferWhich channels , or media , are proven to be nearly effective in witnessing a responseWill the oc online circumstances concludingly enable that e-mail messaging will bend the confidential information marketing communication channelWhat about restless communications ? How does it unobjectionable against other communication channels wherefore , it is as well as imperative to ob deal out and deal the consumer behaviour and reactions of consumers towards these communication channels and determine which of the new and the traditional channels are no bulkyer effective or rather a potential intermediate for communication (Danaher , 2006In the communications literature , several studies eat been presented for deliberation regarding the features of alternative media surpass acquainted for specific communication purposes , with the elements selected in conformism with the system of uses and gratifications (D anaher , 2006 . This theory elabo order the basic components of a communication chain : telephone recipient roles , message and vectors . Communication recipients retain specific needs and orientations , such as the need for information , data and understanding . Different media may be able to meet these needs up to certain extent (Danaher , 2006 . For causa , in varying degrees and circumstances , the print advertisement may be seen or savvyd to be more informative than television , time television is more entertaining and engaging (Danaher , 2006 . In our con , we can snap off down several key media into a list of traits and by and by rank them on the basis of their attainment of these attributes or traits . The attributes serve as the writ of execution indicator amid the receivers needs and how these needs can be fully satisfied by senders of communications (Danaher , 2006According to the field of study generated by Danaher in 2006 , these previous reviews we re designed for planetary communications , and not p! articularly resting upon marketing communications per se . In aggregate , to date there has been no umbrella theoretical study of media for marketing communications , and no juvenile review of media attributes pertinent to the communication chain between senders and receivers of marketing messages fleck it is serious to document the unmixed advantages and disadvantages of traditional and new channels , marketing managers are withal keen in understanding the intricacies in bottom-line effectiveness (Danaher , 2006According to Lasswell in 1948 , the definition of communication is who (source or sender , says what (message , in which channel (medium , to whom (audience or receiver , with what effect . Therefore communication is considered to be successful or effective , of the sender is able to match the channel that the receiver prefers . Suppose a sender goes with his ad hominem preference in choosing a medium , the probability of deviating from the medium by the recei ver is nearly in all likelihood . If message effectiveness is the ultimate determining(prenominal) factor therefore , it is self-colored to find out whether media partitioning is less effective than the theoretically recommended practice of media matching This is in addition to what our keep abreast would try to find out - the receptiveness factor of the message receivers and the attractiveness of varying communication channels (Danaher , 2006In for a communication channel to be an effective tool for marketing , it should be able to meet a need . One can only be considered effective if it is procreative , incidentally and capable . Therefore , a channel is only able to be classified as such if it delivers the marketing messages to the right individuals or assemblage of people in a timely appearance , and go utilizing minimal resources . In addition , it is necessary that the communication channel is far-reaching . It cannot be too check in backdrop and reach in a locality as this will defeat its purpose of increas! ing moving-picture show to gain recall and deliver efficiently the marketing message . Most significantly , a communication channel can only be considered as effective if it is able to fit in the market it will be utilized . The natural make-up and heathenish diversity of that certain locality need be in mergedd in the conception of the communication channelOther positive s need also be identified and put into action , such are patenting issues and ethical concerns . This is critical oddly if a contest is involved . No one wants to be the follower in ideas and marketing initiatives . Every one wants to be the geter - mindset of competing industries . This case shows how of the essence(p) it is to devote time , effort and enough resources in crafting the right communication channel for the target market to accumulate positive and valuable results .To citation an example in relation to UAE as our main of import point of kindle in this , a Marketing scheme Forum 2 006 was hosted by the make for for International Research [IIR] to deal with the current Marketing and advertizement techniques shortly practiced in the disconnectedness region . The forum included Fadi Matar , Corporate communications and Marketing Services orchestrate at Dubai Bank , who provided insights into Marketing Strategy , Customer consanguinity watchfulness , Brand Management and Digital Marketing (Ameinfo .com , 2006Matar discussed several imminent issues through a technical presentation empower Tracking The Effectiveness Of Your Marketing neglect Issues tackled included the efficient monitor lizarding of communication channels kosher budget allocation and the scoop out ways to successfully monitor advertizing promotion (Ameinfo .com , 2006According to Matar , the corporate environment of the kernel eastern to the steepest degree is maturing and quickly evolving and that it is important that companies crumple to evaluate their marketing strategies to effectively manage their marketing performance (Amei! nfo .com , 2006In addition , he also far-famed that understanding how to effectively carry out advertise in the midriff eastward is a critical and timely involvement as the past(a) times several old age has shown the market growing more competitively and aggressively , magic spell its viewers cause become liberalistly sophisticated and media savoir-faire (Ameinfo .com , 2006The SubjectDemographics LocalityUnited Arab Emirate or UAE is one of the nigh swiftly stand uping countries in the world to date (Bener , 1998 . From a predominantly rustic and acresside club to a now modern and growing thrift in the Arabian Gulf region , UAE has genuinely make exceptional changes in such a short span of time (Bener , 1998 . UAE consists of seven-spot (7 ) member renders of Abu Dhabi , Dubai , Sharjah , Ajman , Umm Al Quwain , Ras Al Khaimah and Fujairah (Kahleejtimes .co .ae , 2007 . The the commonwealth is almost 83 ,600 full-strength kilometres , of which Abu Dhabi em irate , having the legal age of the territory . Dubai , with an area of 3 ,885 square kilometres , comes as second gear blown-upst emirate (Kahleejtimes .co .ae , 2007The UAE has 700 kilometres of shoreline , with 100 kilometres located on the Gulf of Oman (Kahleejtimes .co .ae , 2007 . on the UAE Gulf coast there are offshore islands , chromatic reefs and salt-marshes . The inland region on the other hand is make up of long stretches of gravel , ostensible and barren desolate (Kahleejtimes .co .ae , 2007 . Comp move up the eastern region is a chemical chain of mountains of mountains that lie near the Gulf of Oman and on through the Mussandam Peninsula (Kahleejtimes .co .ae , 2007 . Finally towards the western core of the country , mostly situated in Abu Dhabi desolate combined with oases primarily makes up this part of the region (Kahleejtimes .co .ae , 2007 . With this strategic location , UAE enjoys a vital transit point for world crude oil color through the Stra it of HormuzAs of July 2006 , UAE s population has a! lready reached 2 ,602 ,713 people with Abu Dhabi comprising of 930 ,000 . Abu Dhabi s thoroughgoing(a) population is evaluate to surge up to 3 .1 million by 2030 , while annual tourist arrivals and residential areas are forecasted to heave to 7 .9 million and 686 ,000 from 1 .8 million and 180 ,000 valueively (UAEinteract .com 2007 . Another relevant information is the age distribution in UAE This is very important information in determining the approaching status of the country and of what age segment will flummox the central sphere of influence in a given hostelry . In UAE s case , the middling age is at 28 .1 long time old with the bulk of the population (71 .2 ) within the 15-64 years age bracket (1001arabian .net , 2007The demographics of UAE also touches on the of market segmentation as this is necessary in ascertaining how to allowly approach the market in terms of speck /category usership , psychographics , lifestyle or even brand values (Ameinfo .com , 2006 . In markets where the demographic slice itself is dynamic , a more predictable schema such as solely understanding the changing demographic setting may open doors to segmentation opportunities . several(prenominal) questions that can be brocaded directly link up to UAE s market segmentation are as followsWhat are the average family coat of its in UAEAre there potential opportunities for targeting specific market segmentsAre there market segments in UAE where liquid incomes are broad(prenominal) enough to conscionableify targeting premium product offerings ? If yes , what market segmentGiven the market pro , is there something that needs to be done with the 4Ps (price , packaging , promotion , side ) of products soldWhat type of announce should be utilized for optimization and profit-gearingAre there sensitive issues to tackle when promoting a certain product to these market segmentsAccording to TNS Middle East who conducted a hulking-scale study (2006 comprising of 6 ,000 people as sample size , the results are targeted! to try and capture changes in the country s basic demographics in coincidence with a similar study done in 2001 to identify significant changes (Ameinfo .com , 2006The study shows that the average family size - described as all family members in the household excluding friends and helpers - is 5 .2 with a fourth part of all households being small (family size up to 3 members , a trine being medium (family size of 4 to 5 ) and 40 being openhanded households (family size of 6 or more . Which of these segments are then considered to be most appealing ? Should the medium and prominent family segments be the potential market since they rate for 75 of the households (Ameinfo .com , 2006According to the study , yes , this is the most attractive market segment because they proclaim for collar in every four households but pointednessical household income (MHI ) should be included in the epitome antecedent to arriving to any conclusions (Ameinfo .com , 2006The average MHI in UA E has profit since 2001 to an estimated SAR 6 ,600 with the tumid households having the largest MHI ( approximately SAR 7 ,450 , which is then being followed by the medium households (approximately SAR 6 ,400 ) and the small households (approximately SAR 5 , dThe most significant commentary one should note however is that in these come vs . 2001 , the littler households have seen the largest product in MHI - a return of 58 twin the medium households which have heavy(a) to only 10 and the large households only displaying a harvesting of 4 since 2001 . With this in mind , and the fact that small households have the spiritedest per capita income makes them an even more appealing market segment for product offerings (Ameinfo .com , 2006Apart from the fact that small households have more fluid income than the other households , they also tend to have better fosterage than the rest - registering true for both sex activitys 38 of women and 45 of men are graduates , in compar ison to 22 of one-year-old-bearing(prenominal)s and! 31 upstart-be get(prenominal)s graduates coming from large householdsThese may just be a few of the factors to be considered in marketing to Arabian consumers but they all do have a profound impact no matter how small that element may be . The challenge posed for marketers is to continue introduce the rapidly changing environment of UAE , not to mention the demographic characteristics and thereby adapting marketing strategies accordingly to best influence brand yield opportunities (Ameinfo .com , 2006ReligionIslam is the formal faith of the UAE with Islamic constituting around 96 of the and 15 are Shia Muslims . Christians , Hindus and other saintly groups form just 4 of the UAE population , but have been granted liberty to practice their spectral and ethnical practices (Kahleejtimes .co .ae 2007In treaty to the federal record , Islam is designated as the official religion , and Islam is also the official religion of all seven of the individual emirates in UAE . The federal piece of music also states the provision for the granting exemption to exercise apparitional worship in accordance with found customs , provided that it is not in disagreement with ordinary arrangement or violates mankind ethical motive (U .S section of put up , 1999However , the Government does not distinguish all non-Muslim religions In those emirates that officially recognize and thereby grant a ratified identity to non-Muslim religious groups , only a restrict make out of Christian groups are granted this acknowledgment (U .S . department of aver , 1999While recognizing the difference between Roman Catholic , easterly Orthodox , and Protestant Christianity , the authorities make no legal distinction between Christian groups , particularly Protestants Oftentimes , uncorrelated Christian assemblies are requisite to share common facilities because of official limitations on the offspring of Christian denominations that are recognized officially . Non-M uslim and non-Christian religions have no legal ident! ity in any of the emirates Partly as a result of emirate policies regarding recognition of non-Muslim denominations , facilities for Christian congregations are far greater in number and size than those for non-Christian and non-Muslim groups , despite the fact that Christians are a small nonage of non-Muslim aliens (U .S . incision of State , 1999When pertaining to societal attitudes towards religious practices in UAE , citizens regard the country as a Muslim region that should respect Muslim religious sensibilities on matters such as existence utilization of inebriant , dress code , and proper globe demeanour (U .S . Department of State , 1999 . It can also be noticed that the orderliness places a tall value on respect for retirement and on Islamic traditions of tolerance specifically with respect to forms of Christianity . fooling attire for men and women is allowed in areas and facilities frequented by unknowns , while hotels , stores , and other workes patronized by both citizens and foreigners are permitted to sell inebriant and pork to non-Muslims , and to recognize , in little displays , non-Muslim holidays Citizens intermittently articulate concern regarding the influence on night club of the cultures of the country s foreign volume . However , in superior general citizens are familiar with foreign societies and believe that they can set parameters of unwanted foreign influence by supporting and beef up indigenous cultural traditions . Somewhat less tolerable attitudes by citizens toward non-Muslim and non-Christian faiths mirrors both traditional Islamic views of these religions and the fact that Hindus and Buddhists in the country are predominantly less- workd less-affluent , and work in unwelcome professions (U .S . Department of State , 1999CultureFor some time now , the Middle East region has endured a negative image due to a general lack of cultural understanding accompanied with certain semipolitical and economic crises (Sp ortsascultural prudence .org , 2007 Several instituti! ons have sprung up to organise and improve the traditional and discrete differences between the western and Middle eastern byplay practices to ensure more positive growth in the future (Sportsascultural delicacy .org , 2007With members of various Muslim and Western countries , one of UAE s emirates , Dubai , has been widely recognized as the most cosmopolitan Emirati state and is thus a hub for cross-cultural relations and the application of cultural diplomacy . With Dubai s strategic geographic location , it aided to work its identity as a multi-cultural center . The proximity of the concord to Dubai s inland has welcomed positively the import and export of goods (Sportsasculturaldiplomacy .org , 2007 . Due to the raise and ease of trade in Dubai and the heavy dependence on a foreign workforce throughout UAE , the region became a multi-cultural party with residents from India , Pakistan , Jordan , Saudi Arabia , Oman Qatar , Bahrain , Egypt , Lebanon and Iran as well as various Western countries . Experts have estimated that the UAE locals make up only 15 of the population , while the rest is comprised of foreigners , thus a sodding(a) environment to promote the necessity and benefits of touristry and cultural diplomacy (Sportsasculturaldiplomacy .org , 2007 . today foreigners from the West comprise a significant part of Dubai s population and culture and thus have strongly do and influenced its character . They are generally attracted by the sound growth of tourism and financial welkins and the thriving cartelworthy estate markets in Dubai and other Emirati states (Sportsasculturaldiplomacy .org , 2007The emphasis , developing and expansion of the world and life of sports in the UAE corresponds the presence and consistent arrival of people from the West to Dubai and the UAE has made cultural diplomacy and cross-cultural interaction in the region an achievable and attractive project for both citizens and foreign investors . It is the s ublime environment to explore the neighborly and eco! nomic potential of a more unified diplomatic relations between East and West . The relationship between cultural and personal line of credit dealings in the UAE , is the vital element that can serve as a neutral proposal to develop on the positive socio-economic collaboration between the West and the Middle East (Sportsasculturaldiplomacy .org , 2007Notwithstanding the certain differences in the Western /German and Middle Eastern culture s lifestyles : hearty relations , domain and cliquish affairs , business practices , trust , time and obligations , cultural diplomacy can still be feasible or feasible in UAE . In a Muslim culture , religion plays an important role in business practices , which is conducted in accordance to the religious holidays and rituals . Dress codes , rules for the preparation and consumption of food are important to keep in mind when organizing business conferences /events in an Arab country . Wrong or inaccurate readings of cultural or religious t raditions lead to conflicts , which are unwanted items in marketing strategies for market penetrationLiteracy Employment StatusAccording to gulfnews .com in their 2004 press release , UAE women shows to be the most eager pistillates for education in the Arab region as per the study revealed that they outnumber literate manlys in contrast with the other Arab countries . While most regional states have made improvement in anti-illiteracy campaigns , fe priapic literacy has keep oned backward to the male literacy ratio because of social restrictions and inhibitions UAE is the only exception , where women have outnumbered men in education analysed to Qatar s male-female literacy interruption Based on UNICEF statistics , female literacy in the UAE stood at 79 per cent at the end of 2000 while male literacy reflects 75 per cent in comparison to 1990 figures wherein both male and female literacy rates were equal at 71 per cent . Experts attributed female improvement to their stron ger interest and their enthusiasm for more social fre! edom (Gulfnews .com , 2004In terms of employment , citizens and authorities have raised their concerns about the growing number of Asians as unsettled workers politics are scrutinizing visa applications from Asians more closely as part of its cultural diversity polity UAE authorities have associated the number of migrant workers , mostly Asians , to have created a demographic instability in the country . before long , expatriates note for 90 share of UAE s work force (Janardhan , 2006PsychographicsThis field describes the values , attitudes and social behavior of a particular market segment . We would like to delve into more specific attributes of the UAE segment by putting into example a study on visible products sold in UAE and as to how the citizens mainly react or respond to it . acquit for instance , cigarettes being sold in UAEIn a study by Bener (1998 , it shows that the costs of cigarettes have been comparatively quite low (in the range of US .47-68 per pack ) and incomes posed to be rather high . These types of cigarettes which have unusually high tar and nicotine content are being sold in the market and with the most assailable population , young males , prevalent in the UAE , the marketing of such products seem to face no difficulty in eliciting positive response (Bener , 1998As per our earlier discussion on the age distribution in UAE , the natural population growth in the Emirates has been high for the past twenty years resulting in large cohorts of young people . The impact of the large influx of young men and women is now being baffled by the instruct systems . Migration has also been another effect from this pool of young males in the region . The UAE economy has been very dependent upon expatriate workers for its growth breeding over the past thirty years and the gigantic mainstream of those workers are men in the age range 20 to 40 from nations which now have very high hummer rates Afghanistan , Bangladesh , Egypt , Jo rdan , Pakistan , India , Malaysia Philippines , and ! other Asian and Middle Eastern nations (Bener , 1998An on the loose(p) digest conducted then likely places the UAE at the early or middle shape of introduce 2 of the WHO four stage tobacco epidemic schematic (Bener , 1998 . Meaning to say , the frequent rates for male smokers are almost rising at a rate towards a peak which will outflank 50 to 60 percent of smokers among males . Should this stage 2 tarry to be true in the UAE , it is expected that their counterparts , the females consume habits will be on the rise as well . Nevertheless , the mantic situation for women is less predictable in the UAE mainly because of the act strong influences of traditional Emirati and Islamic behaviour codes for women in public : fume among women in the UAE is not publicly manifested (Bener , 1998It was the objective of this study to provide baseline data on the behaviour , acquaintance , and attitudes of adolescent males in the public school systems of trey metropolitan areas of t he UAE . During January-May 1995 a inspect of male students in three publicschool systems was conducted . The mechanics was an adapted Arabic language version of the valet wellness Organization field of study of smoking habits . A multi-stage stratify group sampling scheme was applied : the schools in the Abu Dhabi Emirate , Dubai Emirate , and Al personal Municipality systems served as the base population units (Bener , 1998Among all UAE nationals only 13 .3 percent were smokers (with 30 .2 report as former smokers and 56 .5 who indicated that they had never smoke-cured . In contrast , 22 .9 percent of expatriate students were smokers 26 .8 percent reported they had smoked antecedently , and 50 .3 percent had never smoked (Bener , 1998 . moreover , the public education system of the UAE is a product of the past twenty-five years and universal education for Emirati citizens is a relatively recent occurrence Therefore , Emirati parents as a group would be expected to have lower educational doing patterns as compared to pare! nts in the expatriate community . Standard analysis of maternal(p) educational and socioeconomic background would not likely exercise in the Emirates environment (Bener , 1998Another major finding from the study is that advertizing and pricing essential be taken into account with UAE callowness and smoking reduction or prevention . First , we found that the major brands , which are more costly than generic and supposed(p) off-brands , were most touristy and mass media and advertising were key sources of smoking information for this sample (Bener , 1998 . A second aspect for public policy contemplation is the matter of cost and consumer economics . Although the smokers in this group did not state that saving money was a reason for not smoking cigarette pricing moldiness be considered as a part of an boilers suit strategy given that all students reported limit unrestricted bills and the smokers seem to depend somewhat upon friends as a veritable(a) source of cigarettes (Bener , 1998The results of this study indicates that the current incidence of smoking among male youth in the UAE is high and under existing circumstances the rates can be expected to proceed high and /or continue to increase in real numbers as large groups of young men enter the smoking trialling and adoption phase of their lives . The findings also clearly displays that school-based and other intrusions will have to be comprehensive to be effective : these must be link to parallel and gibe measures to reduce braggart(a) /family smoking these must take into consideration interpersonal issues for school youth and , public policy steps in pricing and advertising seem credible . The existing smoking education programs , conducted by teachers who have not received specific health education training , must be strategically overhauled (Bener , 1998EconomyAccording to the fundamental Bank of UAE estimates , UAE s nominal gross domestic product grew by 25 .6 in 2005 to reach AED485 .5bn (US 132 .3bn . Real gross domestic product gre! w by 8 .2 to AED357 .6bn on the linchpin of strong economic activity , high oil prices , and large fiscal and external surpluses . Remarkable growth in the exsert couple of years has boosted the per capita GDP to an all time high of US 28 ,147 in 2005 . Within the Gulf Cooperation Council (GCC countries , UAE had the second highest per capita GDP after Qatar (Al Bawaba , 2007 Oil and gas , which contributed 35 .7 of the economy in 2005 , had a phenomenal growth of 40 .5 , on the back of a 33 .8 growth put down in the previous year . Similarly , non-oil orbit in the UAE continued its steady growth , growing by 18 .6 in 05 to represent 64 .3 of GDP . The manufacturing vault of promised land preserve the highest growth among the various sub-segments within the non-oil welkin . The segment grew by a robust 22 in 2005 , to represent 12 .6 of GDP . In the UAE , the manufacturing sphere is considered a open celestial sphere due to the magnitude of activities that it comprise , such as industrial production of fertilizers , oil and petrochemical industrial products and gas liquefaction , food industries aluminum , build material industries , cement and pharmaceutical products (Al Bawaba , 2007 retardation , the real estate and business serve constituted at 7 .4 of GDP and grew by 19 .7 in 2005 . This sector was free burning by the increasing investment in radix , due to government s efforts of positioning the country as an attractive tourist destination in addition to the increase in the residential and non-residential units (Al Bawaba 2007 Generally , UAE s economy is still characterized by the sheer size of consumption expense that continued to account for the highest share of GDP during 2005 . Consumption expenditure stood at AED268 .3bn in 2005 and grew by 8 .3 over 2004 . Private consumption expenditure stood at 44 .1 of GDP and grew by 7 .7 in 2005 (Al Bawaba , 2007 AED81 .3bn during 2004 , reporting 27 .5 growth .

Net exports almost double to stand at a new landmark of AED113bn in 2005 up from AED56 .9bn in 2004 . Exports , boosted by high oil prices grew by 26 .9 , and a consequent increase in disposable income and higher private consumption resulted in imports growing at a rate of 12 .2 (Al Bawaba , 2007 From the Global enthronization shack s forward-looking approach , we expect economic growth to remain buoyant for both 2006 and 2007 . According to Abu Dhabi Chamber of Commerce , GDP is estimated to grow by 14 for 2006 to reach AED553 .4bn while in real terms the economy is estimated to score 9 .7 growth rate . both oil and non-oil sectors are to continuously rising for the medium term . Supporting these prospects are the large-scale real estate and radix projects to inaugurate in the next period toward 2010 that are already in the pipeline as a part of each emirate s economic diversification strategy . As for the oil sector , prices are expected to remain high and plans to expand aptitude in the oil sector will result in higher production . We expect manufacturing and trade to continue growing at high rates , in turn holding the overall economic growth cheering . Spending in capital-intensive industries , especially petrochemicals and gas would sustain the economy in the long term . Finally , both the current account and overall fiscal surpluses are expected to remain positive (Al Bawaba , 2007UAE has been one of the most productive and open Arab region especially given the country s access to WTO and Trade and Investment Foreign compact (TIFA . In 2004 , UAE explored a Free Trade Agreement with the United States of America paving way for further trade liberalizatio n and foreign direct investments to pour into the cou! ntryAbu Dhabi , The seat of government of UAE : Looking ForwardAccording to the contrive Abu Dhabi 2030 set by Urban construction Framework forge , an articulate picture for the country was conceive of to be as an environmentally , socially and economically progressive community with an increasingly essential National capital (UAEinteract .com , 2007 . It aims to step forward in taking advantage of various economic opportunities at hand without compromising the best of the city , at the same time , injecting new elements to make Abu Dhabi a truly global city (UAEinteract .com , 2007Abu Dhabi will see a strong demand for residential properties across all sectors of the market as the population grows . after governmental and service sectors will result to a steady increase in the proportion of white collar workers . With this growth in demand , service sectors such as the hospitality industry will also have to bump up their supply in hotel rooms that will be vital ingredients in accommodating both business and leisure guests to Abu Dhabi . In fact , hotel rooms are intercommunicate to rise from 10 ,000 in 2007 to 21 ,000 , 49 ,000 and 74 ,000 by 2013 , 2020 and 2030 on an individual basis (UAEinteract .com , 2007 . With the growing number of tourist arrivals which is seen to go up to 7 .9 million by 2030While Abu Dhabi s economy will remain strongly influenced by the nil sector , growth in government , institution and service sector employment will lead to increasing demand for office space as the market matures The industrial sector will grow with the expansion and move of the port area , combined with the evolution of a significant industrial partition in close proximity to the new port (UAEinteract .com , 2007Another primary priority of the Abu Dhabi Government is leaned towards the education policy in to vex the highest quality comprehensive system of education that promotes international standards and expertness to all educational levels a nd secure them with high merits of recognition . Cur! rently , UAE has 236 schools (UAEinteract .com , 2007Significant learnings are also on its way for health wish in UAE Increasing capacity and ensuring world-class standards across this sector are priorities aimed at in the Plan . This involves genteelness the number of health care institutions and the development of existing hospital facilities . UAE s healthcare system is now focusing even more on inveterate disease management and lifestyle illness development (Bener 1998Recreational plans are also integrated into the Abu Dhabi Plan for 2030 Golf development is set to be part of a number of reparation development areas , including the construction of courses that will aid boost golf-related tourism to Abu Dhabi . With the lifestyle of playing golf increasing in number in the region , it continues to serve to increase the worth and popularity of lodging and relapse real estate , despite the expensive building and in operation(p) costs of such amenities in the UAE This being the case , the level of supply may continue to remain comparatively unpretentiousUAE and e-commerceWith the vast surge of economic growth of the UAE , businesses and large firms hive off their attention to globalization in to catch up with the demands of the society and the international realm . One expedient process is through e-commerce . From Businessmaktoob .com , a new Arab Advisors Group conducted a major eyeshot of HYPERLINK http /business .maktoob .com /Report-668-UAE_profit_users_sp ent_over_US_1_15_billion_in_B2C_e_commerce_over_the_past_12_months .aspx _new cyberspace users in the UAE revealing substantial adoption of e-commerce in the affluent and booming economy . An optimistic rate of 51 .2 of Internet users in the UAE reported buy products and HYPERLINK http /business .maktoob .com /Report-668-UAE_Internet_users_sp ent_over_US_1_15_billion_in_B2C_e_commerce_over_the_past_12_months .aspx _new services online and through their wandering handsets over the pa st 12 months . From the stare findings , the group ! estimates e-commerce users in the UAE to pass by 1 .16 million consumers who have spent over US 1 .15 billion over the past 12 months (Businessmaktoob .com , 2007Recently , on September 7 , 2007 , a new major come after of the Internet users in the UAE , was reason by the Arab Advisors Group . The survey covered the Internet usage patterns , e commerce and cellular usage and habits of the Internet users (Businessmaktoob .com , 2007 . With the booming economy of the UAE , its escalating population and wide adoption of HYPERLINK http /business .maktoob .com /Report-668-UAE_Internet_users_sp ent_over_US_1_15_billion_in_B2C_e_commerce_over_the_past_12_months .aspx _new Internet , provide an example context for a thriving e-commerce scene . The survey revealed a massive size for B2C e-commerce in the country . This opens up further opportunities for global and regional e-commerce players to tap into this growing market - verbalize by Mr . Jawad Abbassi , reveal and General Ma nager of Arab Advisors Group (Businessmaktoob .com , 2007The survey was conducted by having answerers receive an telecommunicate shot in their inbox to ask them to fill the survey . The online survey generated replies from 1 ,108 responsives , which was delivered across on the general Internet population , including both genders and all age groups in the UAE . The online survey yields a confidence level of 99 with a moulding of error of less than 3 (Businessmaktoob .com , 2007Mr . Hussam Barhoush , Arab Advisors research analyst noted in the survey report that the majority of UAE e-commerce users make their payments through honorable mention cards with an 83 .8 e-commerce users reported Following credit cards , 31 .7 of e-commerce users reported using bank account transfers for their payments (Businessmaktoob .com , 2007The survey questionnaire was composed of devil main sections Telecommunications and InternetTelecommunicationsCellular subscriptions3G Cellular servicesIntern etInternet usage trendsInternet subscriptionInternet ! usageHYPERLINK http /business .maktoob .com /Report-668-UAE_Internet_users_sp ent_over_US_1_15_billion_in_B2C_e_commerce_over_the_past_12_months .aspx _new Internet access methods and costsInternet user s sociability on the InternetE-commerceE-Banking and E-Government servicesUAE Market AnalysisIssues and ChallengesGiven the reputation of the Arab world , what are its predominant features that may pose as some challenges in the eyes of a marketing manager These may be in the form of environmental issues or political restrictions . Some areas of concern may be as followsConservative record of the globe , especially with regard to its prevailing Islam religionSustainability of the rapidly growing economyOpenness of the society to change and diversification of lifestyle and product offeringsPolitical and security dilemmas andReadiness to scotch itself to a multi-cultural societyThese are just to prepare a few of the governing issues and challenges in UAE that should be taken i nto consideration when communication or speaking with the Arabian community . With the threats or circumstances to be dealt with , it is also necessary to remnant it off with a set of opportunities for growth and developmentOpportunitiesGrowing economy and high level of FDIKeen interest of the lower classes for educationRecognition of the government of Non-Muslim religionsHigh usage pattern of e-commerce in the societyBooming real estate industryGrowing demand on the healthcare systemKey Customer SegmentsWhen identifying the high-yield customer segments in the UAE , the equivalent or corresponding market positioning should also be determined . In so doing , the appropriate marketing strategies will be carried out and implemented accordinglyYouthSkilled professionalsThe exceedingly-mobile female individualsSmall but affluent family householdsThe business-savvy individualsMarketing Ethics in UAEThe working morals in any given society remains to be a major priority in any form o f transactions or negotiations . It displays mutual ! respect and understanding of all parties involved for establishing trust and confidenceIn the UAE , ethical negotiation practices are deemed highly significant and are bases for credibility in the industry . When undergoing business ventures based partnerships , the main criterion lies on one s reputation and past behaviors towards other business dealingsThis form of relationship marketing is highly respected in the UAE especially when pertaining to B-B undertakings . It should also be given some attention as to what is the validity of UAE s ethical considerations versus the universal applications , for what is true in a given society may not always be correct for the rest of the worldUAE s prevailing emphasis on trust as natural covering and final is to be regarded as an established practice in the Arab region , more so if you are a foreigner in their land . This trust-based transpose has proven to be the most effective and efficient negotiation process in the region It serve s as the backbone of the majority of their trade dealings and contracts . In addition , it is the most authoritative factor in web building and rapport sweetener . Should you be black-listed in the trade or non-trade sector , it may take a while for you to recover given the populace s high inclination to one s reputation . Finally , work ethics is also seen as an investment - of time , effort , research resources , manpower and infra grammatical construction . It is not solely based on monetary terms , but on the relationship that will build empires and the like Research MethodologyThe adaptation of a research study entails evaluating the following components , as followsSample characteristicsMethod of Hypothesis TestingContents of the QuestionnaireSize or number of respondentsIn the process of the marketing research , what are the facets of the key market segments that should be discussed or tapped intomacro environmental dimensionattitudinal dimensionlifestyle dimensionTo r evue , our main objective is to determine which commu! nication channel will work best in the UAE given the market pro , trends , issues challenges and nature spending behaviours . In this study , we will be assessing various types of communication channel or media , including traditional mass media like television , mail and radio , as well as new digital media . sign comparisons such as the following will serve to measure the relevance of the studyTo compare legion(predicate) a(prenominal) old and new media channels in terms of a range of attributes suchas perceived reliableness , trustworthiness and convenienceTo compare the relative effectiveness of various communication channels in termsof how a marketing scheme is evaluated by a recipient . That is , are some channelsbetter than others at getting communication recipients to consider canvass or actupon a promotional offer ? Are some channels more appropriate depending on the typeof promotionPrevious studies are limited in that they look at just communication recipients incon sumer markets . By contrast we also reviewed the senders of marketingcommunications , with a view to examining any differences between how sendersthink recipients perceive each channel and what recipients actually perceive . Westudy senders and receivers in both consumer and business markets (Danaher , 2006From this study , we have separated the issues pertaining to customer from business segments . Respondents gathered were 500 pax sampling size - 250 from consumer segments and another 250 from the business sector Pros were determined , interests , field of work , consumer behaviour and spending patterns , vis-a-vis the sphere of influence involved in the purchasing process Customer SegmentsMarketing communications are delivered both to consumers in their homes andbusiness people in their workplace . The media choice for the consumer and businesssegments is often very unalike , with broadcast media being more commonly used forconsumers and print media more relatively popular for business people for exampleMedia convey StudiedThe c! hoice of media channels has long been an issue in media cookery (Rust 1986Rossiter and Danaher 1998 . Renewed interest in media selection has been precipitated by the net income and mobile phones . There are numerous ways for marketing communications to be delivered , ranging from word of mouth , to television to postal mail . In this study we restrict ourselves to 3 main media channels , discussed below , that comprise the bulk of marketing communication activity and expenditure : telephone telecommunicate and television . Finally , one channel was randomly selected , which were an unaddressed letter - to the Householder - in the mail , an unaddressed compile or brochure in the mail , a SMS text message , a radio , news or pickup advertisement and a door-to-door solicitation . Business receivers required slight changes to the wording of some channels to reflect the different environment (Rust 1986 Rossiter and Danaher 1998Target PopulationThis study have restricted the co verage to a population that is recognizable with the net income and mobile phones . Hence , respondents recruited by telephone wereinitially screened to ensure they were at least 18 years of age , had daily access to the internet and had a mobile phoneChannel AttributesIn our everyday lives we are open to many advertising messages , most of whichare not relevant to us . However , some messages are easier to dismiss because of their lurch channel . Therefore , it is necessary to describe and compare media channels in terms of a range of attributes . The soft phase of our study revealed many channel attributes , which we capture with a final list of attributes which include trustworthinessconvenience , information-rich material and reliablenessSenders versus ReceiversIn the study , the communication chain is further looked into . It is important to also capture the view of the sender which often offers some potentially rich information . What is of most interest to us is to see k out differences between the way receivers perceive ! each communication channel and what the senders of such communications think receivers perceive about each channel . Senders also use their experience from previous campaigns when making assessments about channel attributes , as was apparent in the qualitative researchDemographic elementsSince there is differing familiarity of the communication channels among people , it ispossible that the outcome evaluations depend on the demographic status of the respondent . For the consumer segment such as the one abovementioned in the UAE , the demographic variables are age , gender employment status , personal income , education , household structure length of time at current address and internet usageFor the business segment the demographic variables relate to both the respondent andthe company where they are currently employed . The personal demographic questions are the same as for the consumer segment , along with two additional variables , length of time in current theorize and number of employees in the company (Rust 1986 Rossiter and Danaher 1998Limitations AssumptionsNumber of products , this case the traditional and new mediaSample sizeSocial desirability biasResearch limited at its exploratory with a allurement of mainly qualitative dataNo final generalization of the results of this studyResults and Discussion (Solution to the ProblemAt the scratch line , this qualitative research study aimed to investigate the following aspects of communication channels in the UAEUAE and its governing elementsConsumer behavior in UAE (UAE and Market AnalysisProduct attributes that addresses the market demand in UAELevel of competitionThis portion is written to recap the results gathered in the research along these linesIn this research , we have conducted a large-scale review of the behaviour of the Arab region to obtain a better acquaintance and overview of the effectiveness of new and old marketing communication channels . The study is encompassing in that it covers c onsumer and business markets , and original in that i! t examines the viewpoints of both receivers and senders of marketing communicationsMedia channel selection is one of instantly s most complex and jam issues for marketing managers in many countries around the globe . Study have shown that senders tend to rate newss and magazines as channels that ought to generate higher purchaseintentions compared with television and mail , for example . However receivers themselves do not categorize newss and magazines forwards of other mass media , or personally addressed mail . Receivers rate them identically in terms of effectiveness . They do , however , rate email SMS , the telephone and door-to-door channels as being significantly less effective than all other mediaIn summation , the major findings for marketing communications are aligned with theoretical frameworks for general communications , namely communications are more effective when senders transmit their message via channels and with attributes that receivers prefer (Bener , 1998 The lesson therefore is that senders need to be sensitive and alive(predicate) of receivers preferences and adjust their message and model of delivery accordinglyIn today s global situation , any marketing stance will be in agreement that the internet has changed and will continue to change the way that marketing is conducted . Indeed , the rise of the internet and other digital delivery channels is the main impetus for our studyHowever , a number of issues have continued to harry the internet , such as viruses , cracks , privacy issues , spamming and a proliferation of maddening and disruptive advertising messages , which includes pornography . These negative perceptions have contributed to a cautious usability of the internet such as online bill payment and banking Results continue to show a general unwillingness to expend all possible features and offerings available from the internet . Even though internet penetration is around 66 for many countries , th