Commenced in January 2007
Paper Count: 30850
The Influence of National Culture on Consumer Buying Behaviour: An Exploratory Study of Nigerian and British Consumers
Abstract:Despite the considerable body of literature investigating the influence of National Culture (NC) dimensions on consumer behaviour, there is a lack of studies comparing the influence of NC in Africa with Western European countries. This study is intended to fill the vacuum in knowledge by exploring how NC affects consumer buyer behavior in Nigeria and the United Kingdom. The primary data were collected through in depth, semi-structured interviews conducted with three groups of individuals: British students, Nigerian students in the United Kingdom, and Nigerian-based students. This approach and new frontier to analyze culture and consumer behaviour could help understand residual cultural threads of people (that are ingrained in their being) irrespective of exposure to other cultures. The findings of this study show that Nigerian and British consumers differ remarkably in cultural orientations such as symbols, values and psychological standpoints. This ultimately affects the choices made at every stage of the decision building process, and proves beneficial for international retail marketing.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1127286Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2160
 J. E. Rudd, and D. R. Lawson, Communicating in Global Business Negotiations. London: Sage Publications Inc, 2007.
 L. G. Schiffman, and L. L. Kanuk, Consumer Behaviour. New Jersey: Prentice-Hall International, Inc.
 D. McCort, and N. K. Malhotra, “Culture and consumer behavior: toward an understanding of cross-cultural consumer behaviour in international marketing,” Journal of International Consumer Marketing, vol. 6, no. 2, pp. 91-127, 1993.
 A. F. C. Wallace, Culture and Personality. New York: Random House, 1965.
 Ph. Kotler, G. Armstrong, J. Sanders, and V. Wong, Principles of marketing. Bucharest: European edition, 1999.
 K. Jung, and A. K. Kau, “Culture’s influence on consumer behaviors: differences among ethnic groups in a multiracial asian country,” Advances in Consumer Research, vol. 31, pp. 366-372, 2004.
 M. De-Mooij, and G. Hofstede, “Convergence and divergence in consumer behavior,” Journal of Retailing, vol. 31, pp. 78, 61–69, 2002.
 C. Y. Leng, and D. Botelho, “How does national culture impact on consumers?,” Brazilian Administration Review, vol. 3, pp.260-275, 2010.
 J. Tomlinson, “Globalization and Cultural Identity,” unpublished.
 M. Huijser, Cultural Advantage: A New Model for Succeeding with Global Teams. London: Intercultural Press, 2006.
 G. Hofstede, Culture's Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations. London: Sage Publications Ltd., 2003.
 A. A. Jekayinfa, “Implication of competitive ethnicity in the process of nation building in Nigeria,” Nigerian Journal of Social Studies, vol. 4, 2002.
 G. Hofstede, Culture’s Consequences: International Differences in Work-Related Values. Beverly Hills: CA: Sage, 1980.
 A. L. Kroeber, and C. Kluckhohn, Culture: A Critical Review of Concepts and Definitions. Cambridge: MA: Peabody Museum, 1952.
 V. Taras, J. Rowney, and P. Steel, “Half a century of measuring culture: Review of approaches, challenges, and limitations based on the analysis of 121 instruments for quantifying culture,” Journal of International Management, vol. 15, pp. 357–373, 2009.
 F. S. Soares, Hofstede's “Dimensions of Culture in International Marketing Studies,” Journal of Business Research, vol. 60, pp. 277–284, 2007.
 I. Doole, and R. Lowe, International Marketing Strategy: Analysis, Development and Implementation. Hampshire: CENGAGE Learning, 2012
 R. Tung, “Strategic human resource challenge: managing diversity,” The International Journal of Human Resource Management, vol. 6, no. 3, pp. 482-494, 1995.
 F. S. Soares, “Hofstede's Dimensions of culture in international marketing studies,” Journal of Business Research, vol. 60, pp. 277–284, 2007.
 K. Dunn, “Globalization and the consumer: what the marketer needs to know,” unpublished.
 S. C. Jain, International Marketing Management. Boston, MA: PWS-Kent Publishing Company, 1987.
 H. Assael, Consumer Behavior and Marketing Action. Ohio, South Western College Publishing. Cincinnati, 1998
 J. Bullmore, Alice in Disneyland, a creative view of international advertising. In: J. P. Jones, ed. International advertising: Realities and myths. Thousand Oaks, CA: Sage., pp. 41–56, 2000.
 T. Levitt, The globalization of markets. Harvard Business Review, vol. 61, pp. 92-102, 1983.
 W. G. Zikmund, Exploring Marketing Research. New York: The Dryden Press, 2003.
 M. Saunders, P. Lewis, and A. Thornhill, Research Methods for Business Students. Essex: Pearson Education Limited, 2012.
 D. R. Cooper, and P. S.Schindler, Business Research Methods. The University of Phoenix, 2008.
 P.N. Ghauri, and K. Grønhaug, Research Methods in Business Studies. London: Prentice Hall, 2005.
 M. Easterby-Smith, R. Thorpe, and A. Lowe, Management Research: An Introduction. London: Sage Publications, 2002.
 S. Tai, and J. Tam, “Lifestyle analysis of female consumers in Greater China,” Psychology and Marketing, vol. 14, no. 3, pp. 287-307, 1997.
 A. K. Kau, S. K. Tambyah, S. J. Tan, and K. Jung, “Understanding Singaporeans: values, lifestyles, aspirations, and consumption behaviours,” World Scientific Publishing Company, pp. 17-28, 2004.
 F. S. Lai, S. C. Chong, B. K. Sia, and B. C. Ooi, “Culture and consumer behaviour: comparisons between Malays and Chinese in Malaysia,” International Journal of Innovation, Management and Technology, vol. 1, no. 2, pp. 180-185, 2010.
 K. S. Fam, D. S. Waller, and B. Z. Erdogan, “The influence of religion on attitudes towards the advertising of controversial products,” European Journal of Marketing, vol. 38, no. 5/6, pp. 537-555, 2004.
 A. Jankowicz, Business Research Projects. London: Thomson Learning, 2005.
 J. Adams, H. T. A. Khan, R. Reaside, and D. White, Research Methods for Graduate Business and Social Science Students. New Delhi: SAGE, 2007.
 M. Halliru, “Culture and values in consumer behaviour: the Nigerian experience,” International Journal of Arts and Commerce, vol. 2, no. 10, pp. 103-113, 2013.
 I. Doole, and R. Lowe, International Marketing Strategy: Analysis, Development and Implementation. Hampshire: CENGAGE Learning, 2012.
 T. Nayeem, “Cultural influences on consumer behaviour,” International Journal of Business and Management, vol. 7, no. 21, 2012.
 R. Payne, Polarising the audience: Meiji kabuki spectators' receptivity to foreign cultural material. In S. Bouterey, F. Y. Ji, J. H. Lin and X. H. Liu (Ed.), East Meets West: culture, literatures and languages in the global age: Beijing: Beijing Normal University Publishing Group, 2013, pp. 223-249.
 G. D. Gregory and JM. Munch, “Reconceptualizing individualism-collectivism in consumer behaviour,” Advances in Consumer Research, vol. 23, pp.104-110, 1996.
 G. Hofstede, “The cultural relativity of the quality of life concept,” Academy of Management, vol. 9, no. 3, pp. 389-398, 1984.
 G. Hofstede, Cultures and Organizations: Software of the Mind. London: McGraw-Hill, 1991.
 G. Hofstede, Culture’s consequences. London: Sage SAGE Publications, In, 2001.
 M. Hui, A. Joy, C. Kim, and M. Laroche, “Equivalence of lifestyle dimensions across four major subcultures in Canada,” Journal of International Consumer Marketing, vol. 5, no. 3, pp. 15-35, 1993.
 J. B. E. M. Steenkamp, and H. Baumgartner, “Assessing measurement invariance in cross-national consumer research,” Journal of Consumer Research, vol. 25, no. 1, pp. 78-90, 1998.
 R. F. Baumeister, “Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior,” Journal of Consumer Research, vol. 28, pp. 670-676, 2002.mooji
 C. Ogbonna, Cultural Issues about doing Business in Nigeria. Central Ostronbotbnia: University of Applied Sciences Press, 2010.
 D. Luna, and F. G. Gupta, “An integrative framework for cross-cultural consumer behaviour,” International Marketing Review, vol. 18, no. 1, pp. 45-69, 2001.
 C. L. Mariana, G. I. Raluca, and G. Gratiela, “Culture - Major Determinant of the European Consumer Behavior,” Annales Universitatis Apulensis Series Oeconomica, vol. 11, no. 2, pp. 1019-1024, 2009.
 J. C. Usunier, Marketing across Cultures. London: FT Prentice Hall, 2000.
 D. Kjeldgaard, and S. Askegaard, “The Globalization of Youth Culture: The Global Youth Segment as Structures of Common Difference,” Journal of Consumer Research, vol. 33, pp. 231–47, 2006.
 M. De-Mooij, “The future is predictable for international marketers: Converging incomes lead to diverging consumer behaviour,” International Marketing Review, vol. 17, pp. 103–113, 2000.
 M. De Mooij, Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, 2010.
 H. Spencer-Oatey, Culturally speaking: Culture, communication and politeness theory. London: Bloomsbury Publishing Plc., 2008.