The Effect of Cultural Orientation on the Purchasing Decisions of Consumers: a Cross Cultural Comparative Study

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43875365" target="_blank" >RIV/70883521:28120/16:43875365 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The Effect of Cultural Orientation on the Purchasing Decisions of Consumers: a Cross Cultural Comparative Study

Original language description

Background. Cultural values are important aspects of the self of consumers. As businesses have become more and more global, the cultural differences among consumers play an important role in the development of effective marketing and branding strategies. This is because the cross-cultural phenomenon occurs as a result of the diverse cultural components that exist among consumers and it is a significant factor that influences buying behaviour in consumer markets. Research aims. The main objective of this study is to analyse the cultural orientation (cultural dimensions) of consumers in the Czech Republic and Ghana with reference to the different age groups and sex. Methodology. The convenience sampling method was used to select respondents for the study. A total of 1253 respondents were selected from the Czech Republic and Ghana. There were 460 respondents from the Czech Republic and 793 respondents from Ghana. Data analysis was performed with inferential statistics.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2016

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

International Journal of Contemporary Management

ISSN

2449-8920

e-ISSN

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Volume of the periodical

15

Issue of the periodical within the volume

1

Country of publishing house

PL - POLAND

Number of pages

25

Pages from-to

7-32

UT code for WoS article

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EID of the result in the Scopus database

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