Exploring Cross-Cultural Differences in Consumer Decision-Making Processes

EasyChair Preprint 13766

Abstract

Globalization and the increasing interconnectedness of markets have led to growing interest in understanding how consumer decision-making processes vary across different cultural contexts. This research paper aims to explore the cross-cultural differences that influence the ways in which consumers navigate the decision-making journey, from problem recognition to post-purchase evaluation.

Drawing on theoretical frameworks such as Hofstede's cultural dimensions and the theory of planned behavior, the study investigates how factors like individualism-collectivism, uncertainty avoidance, and power distance shape consumer attitudes, norms, and perceived behavioral control in the decision-making process. The research design incorporates a mixed-methods approach, including qualitative interviews with consumers from diverse cultural backgrounds as well as quantitative surveys to test hypothesized relationships.

The findings reveal significant variations in the relative importance placed on product attributes, information search behavior, the role of social influence, and post-purchase satisfaction across cultures. These differences have important implications for the development of effective marketing strategies, product positioning, and consumer engagement approaches tailored to specific cultural contexts.

The paper contributes to the existing body of knowledge on cross-cultural consumer behavior and decision-making, offering practical insights for multinational organizations seeking to enhance their understanding of global consumer segments and develop more culturally relevant marketing practices.

Keyphrases: Behaviour, consumer, market

@booklet{EasyChair:13766,
  author    = {Kaledio Potter and Favour Olaoye and Lucas Doris},
  title     = {Exploring Cross-Cultural Differences in Consumer Decision-Making Processes},
  howpublished = {EasyChair Preprint 13766},
  year      = {EasyChair, 2024}}