Cultural Influences on Consumer Behaviour

Abstract

This study examines the distinctions between consumer behaviour and individuality versus collectivism in regard to the buying of cars. The author of this study examined various stages of the decision-making process for consumers. Process and determined any potential distinctions between individualist and collectivist customers, as well as how it impacts the decision to buy. Drawing from a sample of 211 Australian-born individualist respondents, backgrounds that are collectivist (of Asian descent), a recognized scale (Cultural Values Scale: Singelis, Triandis, Bhawuk, If the respondents are in agreement, & Gelfand, 1995) was utilized to validate the cultural values among the participants. With the specific group (for example, Australian-born individuals who value individuality and Asian-born individuals who value collectivism). The independent sample t-test was utilized to evaluate the hypotheses. The findings showed that there were no variations in There were distinctions in the individuality shown by respondents who were born in Asia and Australia. Between these two groups in terms of collectivism, with Asian-born individuals scoring higher on a collective mindset. The findings also revealed that Asian-born consumers involve several brands and are more brand aware. Friends and family before making decisions. Conversely, Australian-born customers don’t think that decisions should be made collectively. Creating and using the internet as the primary information source. The results will offer perception into How auto manufacturers should set themselves up in terms of their marketing approaches in various cultural contexts.