NDLI: The power of social influence: East-West Comparison on Purchasing Behavior

Content Provider	IIM Kozhikode
Author	Maram, Hari Krishna Kongsompong, Kritika
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.
Starting Page	649
Ending Page	655
Page Count	7
File Format	PDF
Part	Consumer markets & marketing
Language	English
Publisher	Indian Institute of Management Kozhikode
Publisher Date	2007-04-10
Access Restriction	Open
Subject Keyword	Cross-Cultural Social Influence Consumer Behavior, Purchasing Decision
Content Type	Text
Resource Type	Article

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