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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/321

Title: The power of social influence: East-West Comparison on Purchasing Behavior
Authors: Maram, Hari Krishna
Kongsompong, Kritika
Keywords: Cross-Cultural
Social Influence
Consumer Behavior,
Purchasing Decision
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: This article compares consumer decision-making endeavors between Indians, Thais, Taiwanese, Americans, and Australians. Utilising Hofstede's framework, the paper argues that cultural dimensions influence consumer decision making endeavors. It is essential that managers understand cross-cultural consumer decision-making process to make strategic decisions or effectively handle members of these nationalities. Marked differences were found between the two populations for: group harmonization, peer support, conflict avoidance, and social influence in purchasing behavior. The results suggest that consumer decision process differs due to consumers' cultural values. Managerial implications and future research directions are discussed.
Description: PART VI – CONSUMER MARKETS & MARKETING |Pages 649-655|
URI: http://hdl.handle.net/2259/321
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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