The Effect of Cultural Orientation on the Purchasing Decisions of Consumers : a Cross Cultural Comparative Study

• Autorzy: Emmanuel Selase Asamoah , Miloslava Chovancová

Warianty tytułu

Wpływ orientacji kulturowej na decyzje zakupowe konsumentów : międzykulturowe badanie porównawcze

• Języki publikacji: EN

Abstrakty

EN

Background. Cultural values are important aspects of the self of consumers. As businesses have become more and more global, the cultural differences among consumers play an important role in the development of effective marketing and branding strategies. This is because the cross-cultural phenomenon occurs as a result of the diverse cultural components that exist among consumers and it is a significant factor that influences buying behaviour in consumer markets.
Research aims. The main objective of this study is to analyse the cultural orientation (cultural dimensions) of consumers in the Czech Republic and Ghana with reference to the different age groups and sex.
Methodology. The convenience sampling method was used to select respondents for the study. A total of 1253 respondents were selected from the Czech Republic and Ghana. There were 460 respondents from the Czech Republic and 793 respondents from Ghana. Data analysis was performed with inferential statistics.
Key findings. The study revealed that with regard to the first hypothesis there were no significant differences between three of the dependent variables and sex in the Czech Republic. The p-value for the analysis on power distance was 0.161, collectivism and individualism was 0.110, and long term orientation was 0.493. There were significant differences between sex and two of the dependent variables (masculinity and femininity and uncertainty avoidance). The p-value of the test of masculinity and femininity and sex was 0.000, whiles that of uncertainty avoidance and sex was 0.007. However, in Ghana, the results showed that there is no significant difference between sex and the cultural orientation of the respondents. The p-value recorded for all the five questions that access the cultural dimensions among consumers in Ghana were more than the significant level of 0.05. Concerning the second hypothesis, it was revealed that in the Czech Republic there was a statistical significance between the ages of the respondents and the cultural dimensions. The p-value of all the five cultural dimensions was less than the significant level of 0.05. In Ghana, there was no statistical significance between the ages of the respondents and the cultural dimensions of collectivism and individualism (p-value 0.230) and masculinity and femininity (p-value 0.728). However, there was statistical significance between the age of the respondents and 3 of the cultural dimensions, namely power distance (p-value 0.011), uncertainty avoidance (p-value 0.000), and long term orientation (p-value 0.000).
Conclusions. The study concludes that the cultural dimensions should be used as pre-predictors to determine how consumers differ or converge in their behaviour in different countries. This is how culture can serve the purpose in defining consumer behaviour and enable managers develop strategies for specific markets. (original abstract)

Tło badań. Wartości kulturowe są ważnymi aspektami jaźni konsumentów. W miarę, jak firmy stają się coraz bardziej globalne, różnice kulturowe pomiędzy konsumentami odgrywają ważną rolę w rozwoju skutecznych strategii marketingowych i brandingowych. Dzieje się tak, ponieważ międzykulturowy fenomen występuje w wyniku zróżnicowanych składników kulturowych, jakie istnieją pomiędzy konsumentami, i jest to istotny czynnik mający wpływ na zachowanie na rynkach konsumenckich.
Cel badań. Głównym celem tego opracowania jest analiza orientacji kulturowej (wymiarów kulturowych) konsumentów w Republice Czeskiej i Ghanie w odniesieniu do różnych grup wiekowych i płci.
Metodologia. Zastosowano metodę doboru przypadkowego w celu wyselekcjonowania respondentów dla tego badania. Wybrano łącznie 1253 respondentów z Republiki Czeskiej i Ghany. Z Republiki Czeskiej było to 460 respondentów, a z Ghany 793 respondentów. Analiza danych została przeprowadzona przy pomocy statystyki konkluzyjnej.
Kluczowe wnioski. Badanie pokazało, że w odniesieniu do pierwszej hipotezy nie było istotnych różnic pomiędzy trzema zmiennymi zależnymi oraz płcią w Republice Czeskiej. P-wartość dla analizy dystansu władzy wyniosła 0.161, kolektywizm i indywidualizm wyniósł 0.110, a orientacja długoterminowa - 0.493. Istotne różnice zaobserwowano pomiędzy płcią a dwiema zależnymi zmiennymi (męskość i kobiecość oraz unikanie niepewności). P-wartość dla próby męskości i kobiecości oraz płci wyniosła 0.000, podczas gdy ta dotycząca unikania niepewności - 0.007. Jednakże w Ghanie wyniki wykazały, że nie istnieje istotna różnica pomiędzy płcią a orientacją kulturową respondentów. P-wartości zarejestrowane dla wszystkich pięciu pytań które dotyczyły wymiarów kulturowych pomiędzy konsumentami, w Ghanie były wyższe niż poziom istotności wynoszący 0.05. Co się tyczy drugiej hipotezy, odkryto, że w Republice Czeskiej istnieje poziom istotności pomiędzy wiekiem respondentów a wymiarami kulturowymi. P-wartość wszystkich pięciu wymiarów kulturowych była niższa niż poziom istotności wynoszący 0.05. W Ghanie nie odnotowano poziomu istotności pomiędzy wiekiem respondentów a wymiarami kulturowymi kolektywizmu i indywidualizmu (p-wartość 0.230) oraz męskości i kobiecości (p-wartość 0.728). Poziom istotności był jednak pomiędzy wiekiem respondentów a trzema wymiarami kulturowymi, tj. dystansem władzy (p-wartość 0.011), unikaniem niepewności (p- -wartość 0.000) oraz orientacją długoterminową (p-wartość 0.000).
Wnioski. Badanie wskazuje, iż wymiary kulturowe powinny być używane jako wstępne czynniki prognostyczne w celu ustalenia, jak różnią się konsumenci lub upodabniają się do siebie w swoim zachowaniu w różnych krajach. To właśnie w ten sposób kultura może posłużyć do określenia zachowania konsumentów i umożliwić menedżerom opracowanie strategii dla konkretnych rynków. (abstrakt oryginalny)

Słowa kluczowe

EN

Consumer; Consumer behaviour; Comparative examination; Buying behaviour

PL

Konsument; Zachowania konsumenta; Badania porównawcze; Zachowania nabywcze

• Czasopismo: International Journal of Contemporary Management
• Rocznik: 2016
• Tom: 15
• Numer: nr 1
• Strony: 7--32

Twórcy

autor

Emmanuel Selase Asamoah

• University of Professional Studies, Accra

autor

Miloslava Chovancová

• Tomas Bata University in Zlin, Czech Republic

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Identyfikatory

DOI

10.4467/24498939IJCM.16.001.4834