Cultural Influences on Consumer Behaviour

Abstract

This study investigates the differences between individualism-collectivism and consumer behaviour in relation to automobile purchases. In this study the author looked at several stages of the consumer decision-making process and identified the possible differences between individualist and collectivist consumers and how it influences purchase decision. Based on a sample of 211 respondents from individualist (Australian-born) and collectivist (Asian-born) backgrounds, an established scale (Cultural Values Scale: Singelis, Triandis, Bhawuk, & Gelfand, 1995) was used to confirm the cultural values among the participants, if the respondents are aligned with the particular group (i.e. Asian-born with collectivism and Australian-born with individualism). Hypotheses were tested using independent sample t-test. Results found that there were no differences in individualism observed between Australian-born and Asian-born respondents; however, there were differences in collectivism observed between these two groups, such that Asian-born participants scored higher on collectivism. Results also found that Asian-born consumers are more brand conscious and involve a number of family/friends in their decision making. In contrast Australian-born consumers do not believe in group decision making and uses internet as the most important source of information. The findings will provide insight into how automobile companies could position themselves with respect to their marketing strategies in different cultural settings.

The Influence of Financial Literacy, Social Environment Factors and Cultural Factors to Consumption Behaviour, (Survey on Faculty 0f Economics Students, Manado State University-Indonesia)

“…This means that the estimated regression model is feasible, with a simultaneous contribution of 83.5%. This finding supports Lusardi & Mitchell (2010), Chen and Volpe (2002), Lutfi & Iramani (2008), Setiadi, (2013), , Kotler and Keller (2006), Inderjeet Sethi and AS Chawla (2014), Nayeem, Tahmid (2012) who revealed that consumption behavior is generally influenced by factors explained in this research. Empirical results describe that financial literacy, social and cultural factors give a real contribution to consumer consumption behavior.…”

Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention

“…Culture is one of the most important aspects that determine brand fondness and consumer behavior. People of the same culture also share language, behavioral patterns, and values (Cobb-Walgren et al, 1995;Nayeem, 2012). Hence, it is easier to build communication at a general, rather than at an individual level (Nayeem, 2012).…”

“…People of the same culture also share language, behavioral patterns, and values (Cobb-Walgren et al, 1995;Nayeem, 2012). Hence, it is easier to build communication at a general, rather than at an individual level (Nayeem, 2012). However, buying intentions and the reasons that consumers choose a specific product reflect their behavior, either individually or as a group.…”

Understanding The Relationship Between Brand Awareness And Gen Y Decision Making

“…This renewed interest in branding and strategy has also triggered researchers to study universities as brands (Nayeem (2012). This study benefits to researchers in the future about the effect of consumer decision making in the context of improving brand awareness.…”

“…Brand Awareness is buyer aware of the existence of the brand but the knowledge about it is limited and obviously has no particular emotional attachment to it as a result he may or may not think of purchasing the brand (Nayeem, 2012).Brand awareness does not mean to merely know the name of the brand or to have seen it before, it rather means that consumer can associate the name, logo and something similar in his mind (Yildram, 2010).…”