How national culture on consumers' decision-making stylesa comparative study among Americans, Brazilians, Chinese, and japanese in the purchase of cell phones

Resumo

The influence of the national culture on consumer decision-making styles is investigated using a sample of Americans, Brazilians, Chinese, and Japanese consumers who have purchased a cell phone in the past three years. To make the research possible, a survey was used as a method of data collection. It relates Hofstede’s cultural classification typology with Sproles and Kendall’s consumer style inventory (CSI). The multivariate analysis of variance (MANOVA) results indicate six decision-making styles together with other consumer behavioral characteristics that can be used to distinguish and profile consumers who purchase cell phones. Empirical findings reveal that among Americans, Brazilians, and Japanese; Americans are the most quality conscious, brand conscious, innovative, and hedonistic shoppers; Brazilians are the most loyal, and Japanese, the most confused by overchoice consumers. Conceptual contributions and managerial implications are discussed.

Ficha do documento

Tipo

Dissertação

Ano

2009

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/11007

Palavras-chave

National cultureDecision-making styleHofstedeConsumer Style Inventory (CSI)Administração de empresasProcesso decisório - Estudos interculturaisComportamento do consumidor - Estudos interculturais