Behavior

International Journal of Business and Management; Vol. 7, No. 21; 2012 ISSN 1833-3850 E-ISSN 1833-8119 Published by Canadian Center of Science and Education

Cultural Influences on Consumer Behaviour

Tahmid Nayeem1

1

Swinburne University of Technology, Australia Nayeem, Swinburne University of Technology, Australia. E-mail:

Correspondence: Dr Tahmid tnayeem@swin.edu.au Received: August 23, 2012 doi:10.5539/ijbm.v7n21p78 Abstract

Accepted: September 7, 2012

Online Published: October 18, 2012

URL: http://dx.doi.org/10.5539/ijbm.v7n21p78

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...