Cultural Influences on Consumer Behaviour

This study investigates the differences between individualism-collectivism and consumer behaviour in relationto automobile purchases. In this study the author looked at several stages of the consumer decision-makingprocess and identified the possible differences between individualist and collectivist consumers and how itinfluences purchase decision. Based on a sample of 211 respondents from individualist (Australian-born) andcollectivist (Asian-born) backgrounds, an established scale (Cultural Values Scale: Singelis, Triandis, Bhawuk,& Gelfand, 1995) was used to confirm the cultural values among the participants, if the respondents are alignedwith the particular group (i.e. Asian-born with collectivism and Australian-born with individualism).Hypotheses were tested using independent sample t-test. Results found that there were no differences inindividualism observed between Australian-born and Asian-born respondents; however, there were differencesin collectivism observed between these two groups, such that Asian-born participants scored higher oncollectivism. Results also found that Asian-born consumers are more brand conscious and involve a number offamily/friends in their decision making. In contrast Australian-born consumers do not believe in group decisionmaking and uses internet as the most important source of information. The findings will provide insight intohow automobile companies could position themselves with respect to their marketing strategies in differentcultural settings.