Marketing Consumer Behavior

Case Analysis The Internalization of the U.A.E. Introduction United Arab Emirates (U.A.E.) consists of small emirates of the Abu Dhabi, Sharjah, Dubai, Ras Al-Khaimah, Umm Al-Qaiwain, Ajman, and Fujairah. Earlier U.A.E. was having culture with two main orientations i.e. nomadic desert oriented Bedouins and sea oriented culture which primarily focused on sea trading and pearling. These two subcultures were politically, socially, and economically interdependent, leading to common culture as well as social identity. The country has small local population but because of their oil wealth, rapid growth in the population was seen. Moreover, U.A.E. is the country that high showed growing economy with rapid diversification into areas likes tourism, logistics, manufacturing, finance and banking. This massive growth in the economy resulted in their dependence on the expatriate labor, majority of the expatriates from India, Iran, Pakistan, Sri Lanka, Philippines, and Bangladesh. The other group belongs from Europeans, Arabs, and Americans. This is the reason why U.A.E. is known for its multitude of the people that are residing in U.A.E. These people belong from diversified cultural backgrounds. Here, culture refers to the underlying values, believes and practices that determines the human behavior as well as social interactions. In other words, it