Tune Into Buyers’ Preferences

Multiple Buying Preferences
While retailers may develop a strategy to increase online sales in BRIC countries, what they really need is a collection of strategies specific to each market. A common mistake is assuming that there's one online model that will work for all BRIC countries. For example, consider how hierarchical each country is. Is it collectivist or individualist? Russia is the most hierarchical, meaning that status markers are very important in its society. Brazil, India and China are less so, but all of these cultures are much more collective than in the U.S., where individualism reigns and class distinctions are temporary.