Worldview Perspective
Insights from Considering Worldviews
Creswell (2014) discusses four philosophical worldviews: post-positivism, constructivism, transformative, and pragmatism that can be applied to the proposed topic for this research is a comparison of brand loyalty among young people in the United States and Kenya. Each perspective carries different ramifications for studying the analysis of brand loyalty amongst the intended demographics. While many areas in Kenya are modernized and have incorporated Western views and a level of modernity, others have not. Therefore, there may also be evidence of competing worldviews in the same population sample or demographic within a country.
The worldview of a people, that is, the way they think of themselves, their problems, others and their material environment, that fundamentally determine their level of scientific, technological and industrial progress is central to understanding a population and is at least partially generated by a social phenomenon (Inokoba, Adebowale, & Perepreghabofa, 2010). To truly understand a target market, it is essential to understand this aspect of a population culture, heritage, and the components of their worldview. While the Western views have spread in parts of Nigeria, especially the northern regions, not all of the country is homogenous (Gerrewold, 2011).
There are also different regions in Africa that have implemented geographical specific marketing programs that bridge cultures. For example, one study uses a qualitative study that used a range of advertisements to investigate...
The study concludes that while there are still some areas of advertising South Africa has not exploited, there has been a significant use of multilingual advertising in the country, which has given rise to the creation of a new social identity and linguistic creativity seldom seen before in South Africa. This suggests that even though foreign brands are marketed in particular regions, this can be done so in a way that is localized to the regions particular country. Thus in many cases the context of the worldview will be depend on the particular brand and the marketing strategies that are associated with it.
While there may be many cultural similarities between the cultures and social interactions that occur in Nigeria and Western countries such as the United States, there are also many differences that are inherent and distinct. In fact, some of these differences are so fundamental that some researchers have developed a distinct discipline to study African-Centered Psychology. African-centered psychology has been instrumental in advancing theory and research that supports the cultural and intellectual autonomy of African descended peoples (Carroll, 2010). Therefore, though these cultures may appear to be similar on a superficial level, there may exist in deeply rooted differences, even on the level of psychology.
There are other instances in which the Nigerian target market might have a unique culture and worldview than that of…
