Cultural Influences on Consumer Behavior: A Cross – Cultural Study

Abstract

This study investigates the impact of cultural factors on consumer behavior through a comprehensive cross-cultural analysis. The globalization of markets has intensified the need for understanding how cultural nuances shape individuals' preferences, attitudes, and purchasing decisions. This research employs a multi-dimensional approach, drawing on both quantitative and qualitative methods to explore the intricate interplay between culture and consumer behavior. The study encompasses a diverse set of cultures, considering both individualistic and collectivistic societies, high-context and low-context communication styles, and varying degrees of cultural tightness and looseness. A mixed-methods design incorporates surveys, interviews, and observational techniques to capture the complex layers of cultural influence on consumers across different regions.