Consumers’ behaviors in multicultural context: An exploratory study on low product involvementAuthors
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Purpose - The purpose of this research aims to explore the consumers’ behaviors in multicultural context, for low product involvement.
Design/Methodology/Approach - Researchers of this study had chosen a qualitative research which is in accordance with the purpose. Eight interviews were led with respondents from seven different nationalities having lived in multicultural environment. The goal was to analyze which behaviors come up when consumers are guided by six particular external and internal factors in their consumption (namely culture, reference groups, situational factors, personal needs and motives, attitudes and consumer orientation towards multiculturalism).
Findings - Firstly, findings showed that consumers are guided in their behavior by the six mentioned factors in multicultural context for low product involvement. Secondly, six consumers’ behaviors, guided by external and internal factors, have been found during this research.
Research limitations/Implications - As this research is qualitative, not all the aspects of the topic were explored. Another exploratory research could be led to detect other behaviors or other factors guiding consumers’ behaviors in multicultural context. There is also a need for a quantitative research in order to confirmed findings. Thus thanks to this study, marketers have now a broader view on consumers’ behaviors in multicultural context, especially for low product involvement.
Originality/Value - This study is one of the first research conducted about consumers’ behaviors in multicultural context. Researchers deepened the existing literature by exploring and bringing possible consumers’ behavior’ in multicultural context for low product involvement. Existing literature was not as specific as this one concerning factors guiding consumers’ behaviors in multicultural context, as well as concerning low product involvement.
Place, publisher, year, edition, pages
2016. , 83 p.
consumers’ behaviors, multicultural context, low product involvement, external factors, internal factors
IdentifiersURN: urn:nbn:se:lnu:diva-53455OAI: oai:DiVA.org:lnu-53455DiVA: diva2:936399
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
Devine, Åsa, Universitetslektor
Pehrsson, Anders, Professor