Cultural Influences on Consumer Behaviour

Tahmid Nayeem


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.

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