Culture and Consumer Behavior—A Study of Trinidad & Tobago and Jamaica

Sherrard Spiers, Raghava R. Gundala, Mandeep Singh


This study examines the impact of culture on consumer behavior in two Caribbean countries namely Trinidad &
Tobago, and Jamaica. A set of hypotheses are developed to understand the impact of culture on consumer
behavior. Data is collected by surveying consumers from both countries. The findings of the research suggest
there is a relationship between family structure, language (local dialect), values and beliefs on consumer
behavior in both Trinidad & Tobago and Jamaica.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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