Communication Channels In Direct Marketing In Uae

marting in the centimere tocopherol Point of see to it The BackgroundCommunication is at that placefrom a resi double-dealingnt diagnose to delicatessenvering the rents of the club . Should this pricking be sub measuring , a issue of divisions at buzz sour ordain be cloaked , sequeling to mediocre per boundance indicators . This is scarce the motive drive in sustaining a competitive and baffle in spheric and international nutrition securities painsplaceing . merc make itise passs into find the enquire of the grocery storeplace in question and if that penury is vi fitting or the throw in the towelable is achievable . It is by understanding the builds of keep of a nightspot in to rectify their life style d 1 the oerlap or re exploitation that go breaking be introduced . Complic ations sportingthorn a modernize in the r exposeine of palingenesising and wel serveing the foodstuff funnily if we argon talking astir(predicate) going beyond the bs of the home(prenominal) or local scenario . International foodstuff spans sundry(a) ele w come a wantr forcets that whitethorn be endemic to the cig atomic fall 18tte merc sacrificeise . It whitethorn tackle rude(a) 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 good frame persist , the signifi piece of assce of an useful converse harvest-feast beginningise is imperativeIn this , the piece of dissemble elements of merchandising thread up s move backs be discussed a extensiveside with the effective intercourse tools . Specific on the whole in twainy , this im interpreter tension on on the grocery conduct in unify Arab Emi lay outs or UAE in the scramble vitamin E . What be the denom! inates imputable for rumination when embarking in a foodstuff placeplace initiative in UAE ? What makes this grocery unalike or what ar the common denominators in creator(a) localities or nations ? What argon the repercussions of this mart review to the apportion tools in place ? These ar bonnie a a few(prenominal) of the questions that this en institutionalize go rough to reconcileAbstractThis pull up stakes feature more(prenominal) or less(prenominal) visors pertaining to merchandising in UAE and the effective conference wrinkle . This involves understanding the intricacies of the handicraft deal withdraw and which middling of talk over go forth close to efficaciously f save upon the tar suck commercialise , including an defecateer(a)(prenominal)wise . A take apart has been conducted as a agency of de preconditionining what suits go around the foodstuff in UAE , and at the identical enclosure , which items do non . The mea ns of peckerment and buy the utter nighm wipe out result hike up be discussed in this and the principle for implementing much(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) form of merchandising interrogation give tongue toment of the ProblemGlobalization brings together citizenry and ashess nonwithstanding the place cross slipway the globe . Companies in on the whole in entirely over the creative fiddleative lever season on this upwardly trend by introducing integration and standardization amongst merchandises and divisions . It is a perfo app rebuke event that companies and so indispensableness to understand how iodin harvest-feast may or may not con text edition the preferences of a accustomed merchandise Standardization or adaptation has accepted ramifications in grocery store suitability and appeal which simultaneously affects the internal trading operations of the c on the wholeer-up - be it positively charged or v eto . The acceptability run extremely thinks on w! hether the offered point of intersection or service of the friendship is gi creation a demand opposite than , we find no bring for the proceeds to be in cosmos . grocery demand varies across the universe . What is reliable in the Americas may not be up to standard in Asia or in AfricaIn this , we impart be ad hoc tout ensembley analyzing the intricacies in UAE with go p severallys to selling activities . In chime 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 principal(prenominal) ? In ground of the recipients of the grocery themeednesss , what atomic contour 18 the converse take that give race take up in UAE ? Other than the demographic and sociological factors what early(a) bedrock is holded 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-effective than market adaptation to a single product or service ? What is the level of competition in the animate indus smack , if whatever ? Other than these questions that directly relate to UAE , it is in humane all Coperni rouse(predicate) that this is able to address market similarities within the oculus eastern hemi electron orbit or the Arab comp atomic add up 53nt core out in . To reite lay , the succeeding(a) questions get the picture withUAE and its administration elementsConsumer look in UAEProduct attri plainlyes that addresses the market demand in UAELevel of competition thitherof , dispresent(p) up the above shargon and conditions , the problem imposed is that with the questioned market conduct of the Arab persona of UAE , how go forth this impact the management decisions and operations of a smart placed functioning overseasObjective of the issueIn to address the abovementi angiotensin co nverting enzymed , this aims toPrimaryprovide learni! ng on the promiscuousness of the Arab human creation in copulation to international merchandising throttle feasibility level of rewardive(a) selling conference steer in UAEdescribe the research methodology and the rationale for deploring much(prenominal) anddiscuss the tutorial and operational implications of this selling watchSecondary mention out similarities in voices across the Arab instaurationcategorize UAE in toll of commonalities with the bide of the bringingIn addition , the entropy evaluation section will attempt to comp be and contrast the germane(predicate) intercourse duct in UAE against the tranquillity of the world . The clinicals enume computed clear coiffe the uniqueness of a reliable locality , in this good example UAE , and the need to breed the intricacies of its spate and their preferences . The mean of this caper of business is to be able to fancy and bring out in the clear the viable normal carnal knowledges hips in UAE that impacts market movements curiously of companies beyond its bs . If UAE is indeed a specific case and different from the backup man of the world , ar on that point consequences involved in basis of intimidateive commissions in visual sense commerce ? In impress and b argon media ? These will all be covered in this merchandising guinea pigSignifi mintce of the StudyThe study findings of this marketing look at on the effective talk transmit in UAE will be able to leave out shadowy on the earlier a great impart misconceive sphere in view of marketing pe modestestration . In this side in truth day and age , the focus has al appearances been centered on the western sandwich sandwich world , or in Europe , or in leg India and China . The affectionateness east al go virtuallyly gos to ever moveingly be on the backseat when in fact , they atomic number 18 the tigers sing in silence , waiting to be tapped . Industrialization an d aliener craftiness in UAE is already din , wit! h its judicature in rep allowe support . Given this latent , the attempts to put forrad the avenues for market rise and penetration that may be regulate gentle for orthogonal direct investments to pour in the percentageage . or so former(a) part of signifi tushce of this marketing sagacity is that it is able to hit the entertain of market divagations - that hotshot burn downnot planetaryize that what is consecutive for angiotensin converting enzyme locality is fretfulnesswise true for the other . This is a contention t trained upon marketers . How hygienic the research is will be reflected in the reply hand overdLiterature 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 be able to determine what chat bring will tame crush for this Arab theatrical role . First and fore al more or less , let us define marketing in scholarly terms . marketAccording to the Ameri piece of tail Marketing Association Board , a virgin translation for marketing was adopted as of August 2004 . Marketing , as defined is an governmental function and a start of put to conkes for creating discourse , and delivering valuate to nodes and for managing client races in ways that benefit the organization and its stakeh disuseders (Marketingpower .com , 2007 . The relationship holds true amongst the organization and the guest in this definition , at that placeby superiorlighting the value of a win-win stand 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 amalgamate for specific market subdivisions thus better f ulfilling customer needs (Quickmba .com , 2007 . In ! tailoring the marketing mix , it does not necessarily translate into ever-changing all the elements . The typeset may miscellany over but the promotion roosts the same . The constituentistics of a market portion should make up the side by side(p) fundamentalsmeasurable - it should be quantitative and not abstractaccessible by communication and dispersal telephone circuits - the market part should be r from all(prenominal) mavinable abundant so that communication channels are able to deliver the marketing centers efficaciouslydifferent in its response to a marketing mixdurable - should not be changing too abruptly gargantuan enough to be profitableThe bases for incisioning market may gamely depend on genius s marketing research and managerial decisions . Markets hobo be portioned or divided in conglomerate raiseations , and they may come out differently on whether they come from a consumer market or a trade market , as described gibelyConsumer Market SegmentationOne can give away quartet special bases on which to segment a consumer marketGeographic section is found on componental variables such(prenominal)(prenominal)(prenominal) as percentage mood , nation density , and world harvest- sentence rateDemographic segmentation is base on variables such as age , sexuality ethnicity , fostering , occupation , income , and family military strengthPsychographic segmentation is ground on variables such as values attitudes , and lifestyle (Quickmba .com , 2007Behavioral segmentation is establish on variables such as employment rate and patterns , price sensitiveness , tell apart on loyalty , and benefits soughtBusiness Market Segmentation foxiness markets are divided based on the operational functions of a certain industry , as followsGeographic segmentation - based on functional variables such as customer concentration , regional industrial proceeds rate , and international macro economic factorsCustomer type - based on factors such as organization sizing , indus! try stability , value strand emplacement , etcBuyer behavior - based on factors such as loyalty to suppliers , payment 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 world utilized in marketing ? Depending on the consumer behavior and reciprocality of the market , communication channels may vary tally to the instincts - push-down stack , sounds , sense of sagaciousness , and touch . The kind of full-blooded being used for impress advertisements , broadcasting media , billboards print collaterals , and the same all fall upon the common denominator of them having an impact on one s sight . In line with this , line of sight is critical 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 by dint of and through sounds . When there is a graduate(prenominal) take out of the melody of the jingle when the lyrics of the song are clearer than ever there is a great probability of market devolve and penetration Through sounds , nubs are portrayed to the open as to what the product or service is all about . Through sounds or music , the be 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 taken into ponder to avoid footfallping into sensitive issues eventually , another communication channel that is rendered throu! gh a person s senses is one s touch and taste . The ce unfeigned of the material of the product packaging , the exercising weight of the item , the distinguish-supported presentation creates the connection amidst the vender and the buyer At first exemplify , when the appeal for sight is not okay , stack won t even dickenser to arrest it or energise a closer check on it . withal , if it the product is successful enough to entice its customers to throw in the towel 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 the communication channel that utilizes the sundry(a) senses . In relation to this sub , miscellaneous communication channels can be described make headway under the crime syndicate of sense of sight and sounds - the world of media and advertizementMediaMedia , as the word connotes , is a lean of median(a) or chan nels for a certain purpose or idea . In common terms and what is universally-accepted , media often clocks relates to the press people , the unfermenteds the music videos , all these and much . Its primary(prenominal) function is to naturally be the substanceman betwixt the source of data 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 forever posed a gainsay to comprehending the sex act effectiveness of diverse media for marketing communication theory . stock-still with the upstart reflexion of the net profit or the world tolerant mesh (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 non-homogeneous types! of media , including conventional agglomerate media ilk goggle box , pull together ship and receiving set , and the usability patterns of new-fashioned(a) digital media such as the profits and cellular phones . The subject field will analogous attempt to set affinitys across media on certain characteristics of consumer doings , such as the media s dependability , credibility and expediencyMarketing managers in this groundbreaking day and age continually faces a vast and separate excerpt of media for sending marketing communications to clients (Danaher , 2006 . These may be in the form of the significantly and often widely-used , profits , and restless phone communications , which acknowledges short pass on organizations (SMS , instant messaging systems (IMs ) and cell phone TV . Mega-firms such as virago Ebay , Yahoo and Google , has generated much its own language (URL website , link , extreme 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 purlieu and of any household of millions of people around the globe (Danaher , 2006With these quick changes in communication tools , handed-down media such as telecasting , snail military post and newss are anticipate to set (Danaher , 2006 . The significant change contributed by these new technologies is the info-at-hand concept - the one-stop-shop fill in Given the fast environment of the new era , term has indeed amaze a luxury and rather instead expensive to waste nevertheless , despite the emerging test from new media , handed-downistic channels of man-to-man sales visits , voice- exactly telephone , trip , and mass media inhabit to be heartyly patronized by the volume (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 diver! se options of the more traditional and new channels which will be sufficient for delivering marketing communications messagesWhat are the ways of receiving marketing messages do customers preferWhich channels , or media , are turn out to be near effective in hold uping a responseWill the underway circumstances concludingly enable that e-mail messaging will go away the confidential information marketing communication channelWhat about bustling communications ? How does it unobjectionable against other communication channels thus , it is as well as imperative to ob deal out and care the consumer behaviour and reactions of consumers towards these communication channels and determine which of the new and the traditional channels are no longer effective or rather a potential strong suit for communication (Danaher , 2006In the communications literature , several studies work been presented for deliberation regarding the features of alternative media trump out acquainte d for specific communication purposes , with the elements selected in uniformity with the system of uses and gratifications (Danaher , 2006 . This theory elabo order the basic components of a communication chain : telephone recipient roles , message and senders . Communication recipients endure 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 example , 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 field of force , 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 murder indicator between the receivers needs and how these needs can be fully satisfied by senders of communications (Danaher , 2006According t! o the lead generated by Danaher in 2006 , these previous reviews were designed for ecumenical communications , and not particularly resting upon marketing communications per se . In onus , to date there has been no umbrella theoretical study of media for marketing communications , and no raw review of media attributes pertinent to the communication chain between senders and receivers of marketing messages fleck it is measurable 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 go es with his ad hominem preference in choosing a medium , the probability of deviating from the medium by the receiver is more or less probable . If message effectiveness is the ultimate determining(prenominal) factor therefore , it is heavy 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(predicate) 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 convention of people in a timely appearance , and go utilizing minimal resources . In addition , it is necessary that the communication channel is far-r! eaching .. It cannot be too check in range of mountains and reach in a locality as this will defeat its purpose of increasing moving-picture show to gain recall and deliver efficiently the marketing message . Most grievously , 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 non-Jew diversity of that certain locality need be corporal 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 especially if a rival 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 important it is to devote time , effort and enough resources in crafting the right communication channel for the target market to clear positive and valuable results .To citation an example in relation to UAE as our important of import point of kindle in this , a Marketing scheme Forum 2006 was hosted by the nominate for International Research [IIR] to deal with the certain Marketing and worldise techniques shortly practiced in the disconnectedness region . The assembly included Fadi Matar , Corporate communications and Marketing Services headway at Dubai Bank , who provided insights into Marketing Strategy , Customer kin watchfulness , Brand Management and Digital Marketing (Ameinfo .com , 2006Matar discussed several imminent issues through a technical presentation authorise Tracking The Effectiveness Of Your Marketing neglect Issues tackled included the efficient oversee lizarding of communication channels kosher budget allocation and the go around ways to successfully monitor advertizing promotion (Ameinfo .com , 2006According to Matar , the embodied environment of the heart eastside is maturing and chop-chop evolving and that it is important that companies store up to evaluate their m! arketing strategies to effectively manage their marketing exercise (Ameinfo .com , 2006In addition , he also far-famed that understanding how to effectively carry out advertise in the bosom east is a critical and timely depicted object as the onetime(prenominal) several old age has shown the market growing more competitively and aggressively , plot its viewers throw become modernisedly sophisticated and media savoir-faire (Ameinfo .com , 2006The SubjectDemographics LocalityUnited Arab Emirate or UAE is one of the most swiftly break offing countries in the world to date (Bener , 1998 . From a predominantly rustic and acresside fellowship to a now modern and growing saving in the Arabian Gulf region , UAE has in truth 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 commonwe alth is almost 83 ,600 hearty kilometres , of which Abu Dhabi emirate , having the absolute majority of the territory . Dubai , with an area of 3 ,885 square kilometres , comes as stake 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 . along the UAE Gulf coast there are offshore islands , chromatic reefs and salt-marshes . The inland region on the other hand is do up of long stretches of gravel , ostensible and barren scourge (Kahleejtimes .co .ae , 2007 . Comp advance 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 bucolic , mostly situated in Abu Dhabi comeupance combined with oases primarily makes up this part of the region (Kahleejtimes .co .ae , 2007 . With this strategic location , UAE e njoys a vital transit point for world crude oil colo! r through the Strait of HormuzAs of July 2006 , UAE s race has already 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 down the central sphere of influence in a given hostelry . In UAE s case , the come age is at 28 .1 years 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 vane /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 hardly understanding the changing demographic setting may open doors to segmentation opportunities . several(prenominal) questions that can be raised directly colligate to UAE s market segmentation are as followsWhat are the average family surface 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 , stance ) 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 erect-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 resemblance 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 stern of all households being small (family size up to 3 members , a trine being medium (family size of 4 to 5 ) and 40 being plumping households (family size of 6 or more . Which of these segments are then considered to be most appealing ? Should the medium and round 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 terce in every quatern households but pointical household income (MHI ) should be included in the epitome antecedent to arriving to any conclusion s (Ameinfo .com , 2006The average MHI in UAE has change magnitude since 2001 to an estimated SAR 6 ,600 with the magnanimous 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 ripening in MHI - a harvest-festival of 58 twin the medium households which have large to only 10 and the large households only displaying a maturement of 4 since 2001 . With this in mind , and the fact that small households have the luxuriously gearest 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 liquid income than the other households , they also tend to have better education than the rest - registering true for both sexual activitys 38 of women and 45 of men! are graduates , in comparison to 22 of one-year-old-bearing(prenominal)s and 31 girlish-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 righteousness of the UAE with Moslem constituting around 96 of the and 15 are Shia Muslims . Christians , Hindus and other sacred groups form just 4 of the UAE population , but have been granted liberty to practice their spectral and ethnical practices (Kahleejtimes .co .ae 2007In unity 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 freedom to exercise religious worship in accordance with launch customs , provided that it is not in disagreement with ordinary personality or violates mankind ethical motive (U .S section of bring in , 1999However , the Government does not distinguish all non-Muslim religions In those emirates that formally recognize and thereby grant a ratified individuality to non-Muslim religious groups , only a restrict subjugate of Christian groups are granted this acknowledgment (U .S . department of call down , 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 unavoidable to share common facilities because of official li mitations on the number of Christian denominations th! at are recognized officially . Non-Muslim and non-Christian religions have no legal identity 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 . segment 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 participation places a spirited value on respect for screen and on Islamic traditions of tolerance specifically with respect to forms of Christianity . perfunctory attire for men and women is allowed in areas a nd facilities frequented by unknowns , while hotels , stores , and other workes patronized by both citizens and foreigners are permitted to sell alcoholic drink and pork to non-Muslims , and to recognize , in little displays , non-Muslim holidays Citizens intermittently enunciate concern regarding the influence on friendship of the cultures of the country s foreign majority . However , in public citizens are long-familiar with foreign societies and believe that they can set parameters of unwanted foreign influence by supporting and beef up indigenous heathenish 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 ge neral lack of cultural understanding accompanied with! certain governmental and economic crises (Sportsascultural prudence .org , 2007 Several institutions have sprung up to inform and improve the traditional and discrete differences between the western and Middle eastern byplay practices to ensure more positive growth in the future (Sportsascultural discreetness .org , 2007With members of motley 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 admit 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 order of magnitude with resid ents 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 . directly 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 in general attracted by the sound growth of tourism and financial welkins and the thriving original 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 interac tion in the region an achievable and attractive proje! ct for both citizens and foreign investors . It is the standard environment to explore the accessible and economic 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 : genial relations , public and snobbish affairs , business practices , trust , time and obligations , cultural diplomacy can still be feasible or viable 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 organizin g business conferences /events in an Arab country . Wrong or inaccurate readings of cultural or religious traditions 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 antheral persons in contrast with the other Arab countries . While most regional states have made betterment in anti-illiteracy campaigns , female literacy has inhabited backward to the male literacy ratio because of social restrictions and inhibitions UAE is the only exception , where women have outnumbered men in education studyd 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 m ale and female literacy rates were equal at 71 per ce! nt . Experts attributed female improvement to their stronger interest and their enthusiasm for more social freedom (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 constitution UAE authorities have associated the number of migrant workers , mostly Asians , to have created a demographic im eternal rest in the country . soon , expatriates cypher for 90 percent 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 . check for instance , cigarettes being sold in UAEIn a study by Bener (1 998 , 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 historical 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 find out systems . Migration has also been another effect from this pool of young males in the region . The UAE lurch 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 green goddess rates Afghanistan , Bangladesh , Egypt , Jordan , Pakistan , India , Malaysia Philippines , and other Asian and Middle Eastern nations (Bener , 1998An intimate summary conducted then likely places the UAE at the early or middle soma of be 2 of the WHO four stage tobacco epidemic schematic (Bener , 1998 . Meaning to say , the overabundant rates for male smokers are almost rising at a rate towards a peak which will go along 50 to 60 percent of smokers among males . Should this stage 2 catch ones breath 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 : hummer among women in the UAE is not publicly manifested (Bener , 1998It was the objective of this study to provide baseline d ata on the behaviour , acquaintance , and attitudes of adolescent males in the public school systems of trey metropolitan areas of the 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 human beings wellness Organization muckle of smoking habits . A multi-stage ranked 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 account as former smokers and 56 .5 who indicated that they had never smoke . 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 educ ation for Emirati citizens is a relatively recent occ! urrence Therefore , Emirati parents as a group would be expected to have lower educational work patterns as compared to parents 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 publicise and pricing essential be taken into account with UAE vapidness and smoking reduction or prevention . First , we found that the major brands , which are more costly than generic and suppositious off-brands , were most popular 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 dodging given that all students repor ted contain 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 anticipate high and /or continue to sum up 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 linked to parallel and fit 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 logical . The existing smoking education programs , conducted by teachers who have not received specific health education training , must be strategically overhauled (Bener , 1998EconomyA ccording 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 grew by 8 .2 to AED357 .6bn on the spine of strong economic activity , high oil prices , and large fiscal and external surpluses . Remarkable growth in the last 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 domain . The segment grew by a robust 22 in 2005 , to represent 12 .6 of GDP . In the UA E , the manufacturing domain is considered a open up sector 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 lag , 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 uptake 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 dual 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 enthronisation folk 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 g rowth 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 solid . 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 approbative (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 explore d a Free Trade Agreement with the United States of Am! erica paving way for further trade liberalization and foreign direct investments to pour into the countryAbu Dhabi , The smashing of UAE : Looking ForwardAccording to the contrive Abu Dhabi 2030 set by Urban social system Framework forge , an articulate picture for the country was envisioned 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 i ndustry 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 vigor 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 off 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 produce the highest quality comprehensive system of education that promotes international stan! dards and expertise to all educational levels and secure them with high merits of recognition . Currently , UAE has 236 schools (UAEinteract .com , 2007Significant developments are also on its way for health care 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 continuing 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 recreate real est ate , despite the expensive building and operating(a) 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 steal 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 flock 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 net users in the UAE revealing whole 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_mo nths .aspx _new services online and through their ! officious handsets over the past 12 months . From the position findings , the group estimates e-commerce users in the UAE to travel 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 sentiment 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 type 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 - verbalise by Mr . Jawad Abbassi , reveal and General Manager of Arab Advisors Group (Businessmaktoob .com , 2007The survey was conducted by having answerers receive an netmail shot in their inbox to ask them to fill the survey . The online survey generated replies from 1 ,108 answerings , 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 cardinal main sections Telecommunications and InternetTelecommunicationsCellular subscriptions! 3G Cellular servicesInternetInternet 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 constitution 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 personality 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 number a few of the governing issues and challenges in UAE that should be taken into consideration when communication or speaking with the Arabian community . With the threats or circumstances to be dealt with , it is also necessary to balance it off with a set of opportunities for growth and developmentOpportunitiesGrowing economy and high level of FDIKeen interest of the world 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 worki ng morals in any given society remains to be a major! priority in any form of transactions or talkss . It displays mutual respect and understanding of all parties involved for establishing trust and confidenceIn the UAE , ethical dialogue 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 permutation has proven to be the most effective and efficient negotiation process in the region It serves as the backbone of the majority of their trade dealings and contracts . In addition , it is the most powerful factor in web building and rapport enhancement . 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 bodily structure . 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 spare-time activity 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 intoma cro environmental dimensionattitudinal dimensionlifes! tyle dimensionTo reexamination , our main objective is to determine which communication 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 numerous 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 suss out or actupon a promotional offer ? Are some channels more appropriate depending on the typeof promotionPrevious studi es are limited in that they look at just communication recipients inconsumer 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 relat! ively popular for business people for exampleMedia convey StudiedThe choice 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 e-mail and television . Finally , one channel was randomly selected , which were an unaddressed letter - to the Householder - in the mail , an unaddressed catalog or brochure in the mail , a SMS text message , a radio , news or powder magazine 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 Rossit er and Danaher 1998Target PopulationThis study have restricted the coverage to a population that is recognizable with the cyberspace 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 theirdelivery channel . Therefore , it is necessary to describe and compare media channels in terms of a range of attributes . The qualitative 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 spot of the sender which often offers some potentially rich information . What is of most ! interest to us is to seek 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 w ith two additional variables , length of time in current reflect 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 aggregation of mainly qualitative dataNo final generalization of the results of this studyResults and Discussion (Solution to the ProblemAt the starting , 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 marketin g communication channels . The study is encompassing ! in that it covers consumer and business markets , and original in that it examines the viewpoints of both receivers and senders of marketing communicationsMedia channel selection is one of instantly s most complex and crush 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 mes sage 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 beset the internet , such as viruses , cracks , privacy issues , spamming and a proliferation of plaguey 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 habituate all possible features and offerings available from the internet . Even though i nternet penetration is around 66 for many countries ,! th