CULTURAL SIMILARITIES AND DIFFERENCES IN CONSUMER BEHAVIOUR
Tunkkari, Siobhan (2017)
Tunkkari, Siobhan
Centria-ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704265457
https://urn.fi/URN:NBN:fi:amk-201704265457
Tiivistelmä
The purpose of this thesis was to research the influence of culture on consumer behaviour and to determine if there are similarities and/or differences in consumer behaviour between cultures. For marketers all around the world, it is extremely important to understand the needs and behaviours of individuals in order to get a deeper insight to how they choose to purchase products and services. The influence of culture on consumer behaviour is vital to get to terms with. Culture can be defined as the heart of every society, impacting peoples’ needs, wants and behaviour.
In the theoretical part of this thesis, the author has presented theories about consumer behaviour; the factors that influence it such as cultural, social, personal and psychological factors. Also, the decision-making process has been explained. As the topic is based on culture, culture has been explained in detail and Hofstede’s theory on national cultural is included as well as five dimensions that can explain consumer behaviour.
The quantitative method was used as the research method and a questionnaire was designed. The target group was international students studying Business Administration at Centria. The questionnaire was conducted on 15th March 2017 at the Talonpojankatu campus in Kokkola.
The results show that there were mostly similarities between the cultures but there were also small differences. Similarities in the way people thought and made decisions as well as what kind of products respondents purchased. Alike, the most notable difference found in the research concerned food issues, some factors influencing purchase decisions and how their families and families in their culture typically make decisions.
In the theoretical part of this thesis, the author has presented theories about consumer behaviour; the factors that influence it such as cultural, social, personal and psychological factors. Also, the decision-making process has been explained. As the topic is based on culture, culture has been explained in detail and Hofstede’s theory on national cultural is included as well as five dimensions that can explain consumer behaviour.
The quantitative method was used as the research method and a questionnaire was designed. The target group was international students studying Business Administration at Centria. The questionnaire was conducted on 15th March 2017 at the Talonpojankatu campus in Kokkola.
The results show that there were mostly similarities between the cultures but there were also small differences. Similarities in the way people thought and made decisions as well as what kind of products respondents purchased. Alike, the most notable difference found in the research concerned food issues, some factors influencing purchase decisions and how their families and families in their culture typically make decisions.