Influence of Cultural Differences on Consumer Behavior Assignment Sample

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Introduction

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Background

The cultural differences are defined as the deviation between the language and the culture which is followed by the different country. Every country has their working pattern and culture that needs to be followed by all the companies operating in it. Also, consumer behaviour is defined as the actions and decisions that a person takes to decide whether they will buy the product or the service or not. Within the global business, cultural differences create major issues within the buying behaviour and patterns of the consumers. It is particularly because of the reason that every consumer is different and the cultural values selected by them are also different. Thus, it is necessary for the company they consider the cultural values of the consumer and add them within the products and services offered (Kim, Kim and Hwang, 2020). Hence, for the companies to be successful it is very necessary that the appropriate cultural values are included within the working of the company. In case the company will not be focusing on cultural values then the customers will not be directed towards buying the product and services of the business. Thus, it is mandatory for the company that they effectively try to improve the overall working efficiency. For this it is necessary that all the cultural differences are eradicated from the working and as a result of this the consumer will be motivated towards buying the product and services of the company. The present study is based on the evaluation of the retail companies and how they evaluate the cultural values while promoting their business. for the business to get successful they must consider the cultural values as it will result in better control of the work and will attract more consumers. The present study will evaluate the relationship between the cultural dimensions and consumer behaviour and patterns.

Aim and objectives

Aim To assess the influence created on consumer behaviour due to cultural differences. A study on the retail market.

Objectives

• To examine the association between key cultural dimensions including individualism, power distance, and masculinity, and consumer behaviour metrics such as brand loyalty, impulse shopping, and price sensitivity using statistical analysis of secondary data.
• To develop a conceptual framework linking cultural dimensions to specific consumer behaviours by analysing previous academic studies and industry data on culture's effect on consumption.
• To validate the proposed conceptual framework through comparative case studies of global retailers entering new country markets and adapting strategies to align with cultural differences.

Research questions

1. What is the association between the cultural dimensions and the different consumer behaviour metrics?
2. What is the link between the cultural dimensions to some specific consumer behaviour stating the effect of culture on the consumption pattern?
3. What are the strategies which retailers use for aligning with the cultural differences when entering into any new market?

Significance of the Research Topic

For becoming successful it is very necessary for the companies that they effectively consider the cultural differences while operating within the global market. The reason behind the fact is that within the global market people belonging to different cultures are present. Hence, it is mandatory for the company that they effectively take care of all these aspects so that the overall working can be managed. The importance of current research topic is that it will help the retail companies in evaluating the fact that how they can use the cultural differences to evaluate the consumer behaviour. The behaviour of the consumer is directed with the cultural values and beliefs to a great extent (Miao et al, 2020). Thus, it is mandatory for the companies to include all these cultural aspects into practice so that the overall working of the company can be improved. Moreover the current study will help all the retail companies to explore these different cultural aspects and try to improve the consumer behaviour effectively. Also when the cultural aspects are included in the product or the service then it helps the company in attracting the consumer behaviour towards the company. Also cultural preferences are increasing and as a result of this the current study will help and guide the retail companies in adapting to all the reason cultural activities into practice. When these latest cultural activities will be included then it will be helping the business in attracting large number of customers easily and effectively.

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Rationale for the Topic of Research

In order to secure a competitive position within the environment it is necessary that the consumer behaviour is directed towards the company. It is mandatory that the customers prefer the product and services of the companies so that the business get successful. Already the competition is intense and in case the company will not be evaluating the consumer behaviour than it will be affecting the sales of the business. Thus, it is mandatory for the company to analyse the different factors which affect the consumer behaviour in a positive manner. Also it is necessary for the company to have proper knowledge of the different cultural dimensions that need to be considered while working in the global market (Shavitt and Barnes, 2020). Hence, the importance of the current research topic is that it will assist the retail companies in evaluating that how the cultural differences affect the consumer behaviour and what are the strategies to manage it effectively. In addition to this another reason for the selection of the current research topic is the academic and personal interest of the researcher. It is of the interest area for the researcher and because of this the research is conducted over the current research topic that is influence of cultural differences on consumer behaviour.

Dissertation structure

Chapter one: Introduction

The first chapter of the dissertation relates to providing overview of the whole research topic. It outlines the objective for which the current study is conducted. Moreover, it provides the brief overview of whole dissertation and the reason for selecting the particular research topic.

Chapter two: Literature Review

Literature review is another chapter which includes the secondary information relating to the topic of the research. It includes evaluation of the different books, articles, journals and other secondary sources to analyse the topic of research in detail. It includes evaluation of the views of different authors and scholars relating to the topic of the research.

Chapter three: Research Methodology

Next chapter is the research methodology which includes the evaluation of all the methods selected for the completion of the study. It outlines the evaluation of the various methods selected and the reason for its selection. It includes taking decision relating to the type of research, philosophy, approach and other data collection methods used in the current study.

Chapter four: Data analysis and findings

Thereafter comes the data analysis section which includes the evaluation of the collected data. After the collection of the data it is analysed to evaluate that whether the objectives have been attained or not. Analysis of the data is very necessary because without the effective and critical evaluation of the data the objectives of the study cannot be achieved. Thus, the data analysis is very important chapter for completing the objectives of the study.

Chapter five: Conclusion and Recommendations

At last comes the conclusion and recommendation chapter. This chapter includes the summarisation of all the key findings outlined within the present study. In addition to this, according to the finding the recommendations are made towards the improvement of the research. It is particularly necessary to recommend some steps for improving the overall study.

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References

Books and Journals

• Kim, W., Kim, H. and Hwang, J., 2020. Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 53, p.101963.
• Miao, M., Jalees, T., Qabool, S. and Zaman, S.I., 2020. The effects of personality, culture and store stimuli on impulsive buying behavior: Evidence from emerging market of Pakistan. Asia Pacific Journal of Marketing and Logistics, 32(1), pp.188-204.
• Shavitt, S. and Barnes, A.J., 2020. Culture and the consumer journey. Journal of Retailing, 96(1), pp.40-54.