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    International Consumer Product Testing Across Cultures and Countries: Canada

    Published: May 2007

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    Canada is located in the northern half of North America, and covers a land mass of 9 97 610 km2. The southern Canadian border of 8892 km is shared with the United States. Much of the Canadian population is concentrated along this border. Canada is divided into ten provinces and three territories. There are six time zones across Canada. Newfoundland is 3 hours and 30 minutes behind Greenwich Mean Time (GMT). Other time zones are the Atlantic (4 hours behind GMT), Eastern (5 hours behind GMT),Central (6 hours behind GMT),Rocky Mountain (7 hours behindGMT) and the Pacific, 8 hours behind GMT.

    Canada is divided into several regions, each with a unique climate and landscape. The Pacific Coast has a moderate climate, with relatively dry summers and mild, wet winters. Other geographical areas of interest include the Rocky and Coastal mountain ranges, the plains of Alberta, Saskatchewan, and Manitoba, the rocky Canadian Shield region, and the cold Arctic region, north of the tree line. Only 12% of Canada’s land is suitable for agriculture. In general, summer temperatures in the milder regions can reach 35°C and higher, while winter temperatures of −25°C are not uncommon.

    Canada is essentially stable politically and is undergoing no internal civil conflicts. Canadians as a whole are considered more conservative than their American counterparts. The Canadian infrastructure is highly developed for communication and transportation.

    Canadian consumers are similar to other North American cultures (i.e., United States), but some cultural differences may affect research results. Canada recognizes two official languages, English and French. Of Canada’s 30 million people, 59 % declare English to be their mother tongue, 23 % state French as their first language and 18 % have more than one first language or their mother tongue is neither English nor French. More than two-fifths of Canadians have one origin other than British, French, or Aboriginal. Canadians take pride in their multiculturalism; Canada became the first country in the world to adopt a multiculturalism policy in 1971.

    Author Information:

    Cameron, Arlene
    ACCE, Mississauga, Ontario

    Goldman, Anne
    Director of Consumer Guidance Research, ACCE, Mississauga, Ontario

    Findlay, Chris J.
    Compusense Inc., Guelph, Ontario

    Committee/Subcommittee: E18.08

    DOI: 10.1520/MNL11104M