The Canadian
Market
The best source for information
regarding the Canadian culture and the needs and wants of consumers
is Canadians themselves. In general, Canadians are sincere and polite,
and they enjoy talking about their country and traditions. As with
any international markets, too much comparison of the United States
with Canada can lend itself to more political debate than actual business
or sales negotiation. Although Canada has many similarities to the
U.S., don't make the mistake of assuming that Canada is a 51st state.
Canadian markets have unique and traditions and cultures that affect
buying and business decisions. The fundamental principle of conducting
market research and understanding your customer certainly holds true
when expanding into Canada.
Here are some characteristics
which give insights into Canadian culture:
- Canada is officially
bilingual - French and English - except in Quebec where French is
the official language. While the French-speaking population in Canada
is declining, over 80 percent of the population in Quebec consider
French as their first language. The French that is spoken in Quebec
is different from the formal French language.
- Canadians place a high
priority on education and have strict mandatory education rules.
Most consumers are well educated.
- More than 80 percent
of all Canadians are either Roman Catholic or Protestant. Quebec
and New Brunswick are predominantly Catholic.
- Canada consists of 10
provinces and two territories. A majority of the population lives
within 100 miles of the U.S. border.
- The Canadian people
have a strong tie to European culture. A large percent claim a direct
heritage to England or France. .
Understanding the culture
and traditions of your target market is important no matter who you
do business with. However, when entering into international markets,
we must be even more aware of the differences which can become barriers
if not handled effectively. If you are targeting a particular group
of Canadian customers, or if you are targeting a geographical area,
there is no substitute for effective market research, which includes
cultural understanding.
Business tips
While
all segments of a population cannot be categorized a single way, here
are some tips that experts believe can help you when doing business
with a Canadian customer.
- Show appreciation and
respect for Canadian history and culture.
- Communicate with Canadian
customers from a basis of "partnering". Don't display American arrogance
and assume that the "American way" is the best.
- Be on time. Being punctual
is a sign of respect.
- Business cards are commonplace
in business and social circles.
- Business dress should
be appropriate to the region. Western Canadians are generally more
casual while Quebec is accustomed to a more formal business attire.
Winnipeg is in the center of the country and one finds there a balance
between the casual West and the formal East.
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