www.ccsenet.org/ijbm International Journal of Business and Management Vol. 6, No. 2; February 2011 ISSN 1833-3850 E-ISSN 1833-8119 276 The Consequences of Cross Cultural Differences on Consumers’ Awareness to Product Multiplicity: A Theoretical Discussion Mohammad Sogir Hossain Khandoker (Corresponding author) Associate Professor, Department of Finance, Jagannath University, Dhaka 1100, Bangladesh Tel: 880-1190-476-187 E-mail: sogir.nu@gmail.com Md. Omar Faruque Lecturer, Department of Finance, Jagannath University, Dhaka 1100, Bangladesh Tel: 880-171-999-3926 E-mail: omar1212faruque@gmail.com Md. Khalilur Rahman Lecturer, Accounting Discipline, Business Studies Group, National University, Bangladesh Tel: 880-171-255-6629 E-mail: khalilnu@gmail.com Abstract Cultural variety in perception to diversity addresses a marketing instrument for which substantial cultural disparity to be expected. Consumers’ perceptions of variety differ from the actual variety provided by a manufacturer or trader. Literature indicates that consumers’ benefits and cost of perceive variety differ methodically across cultures. Self-sufficient consumers in idiosyncratic cultures place a quality on choice, on variety seeking and on personal sovereignty. Current cultural theory suggests that they also stumble upon greater cognitive and touching costs than individuals in collectivistic cultures when eventually choosing. The objective of this paper is to point out specific implications. First, theories on variety awareness and variety seeking are discussed in order to highlight consumers’ benefits of variety. Second, theories of behavioral decision-making are reflected and consumers’ costs of variety are illuminated. Third, theories and results of cultural psychology are reviewed with regard to fundamental psychological processes about consumers’ reaction to variety. Keywords: Cross-cultural studies, International marketing, Homogeny, Consumer behavior 1. Introduction The question of homogeny or alteration is one of the heart issues in international marketing. Multi-domestic strategies have been compared to adaptive strategies with regard to the overall marketing mix, but also individual marketing mix instruments. Out of those, advertising has received most attention. Although some researchers argue that markets are homogenous and firms should accordingly apply similar strategies across countries, the widespread view seems to contradict this notion. Most researchers concur that cultural differences lead to different consumer responses across countries. Substantiation indicates that cultures differ with regard to brand perceptions, perceptions of risk and brand loyalty, as well as effectual advertising. Therefore, an assured degree of adaptation of marketing strategies is necessary for optimal overall value creation. International marketers should be careful about understanding cultural differences when mounting marketing activities. Cultural difference in actual advertisements and their provoked reactions have been comprehensively examined. Regarding this marketing mix variable, cross-cultural study shows offering a broad product line seems to be chiefly conducive to superior market share performance. Overall, product variety has been of escalating interest to marketing researchers. Indeed, sizeable effort has been invested in studying consumers’ reactions to variety and optimal strategies for providing variety. The magnitude of variety lies in the fact that industries are becoming gradually more competitive. Deregulated, globalization and information easily handy by consumers, results in a growing need to meet consumers’ preferences as closely as possible and equally important, develop a long-term affiliation with customers. At the equivalent time, today’s conglomerate companies are outfitted with management techniques and technologies such as elastic manufacturing, modularization and the use of standardized components, as well as stretchy supply chain management. The cost efficient production capacities for manufacturing a wide variety of items, and the stipulate for closely meeting