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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název periodika

International Journal of Contemporary Management

ISSN

2449-8920

e-ISSN

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Svazek periodika

15

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

25

Strana od-do

7-32

Kód UT WoS článku

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EID výsledku v databázi Scopus

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