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http://hdl.handle.net/2259/321
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| 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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Files in This Item:
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Size | Format |
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| 649-655.pdf | | 181Kb | Adobe PDF | View/Open |
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