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The Influence of National Culture on Consumer Buying Behaviour: An Exploratory Study of Nigerian and British Consumers

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journal contribution
posted on 28.02.2022, 17:11 authored by Mohamed Haffar, Lombe Ngome Enongene, Mohammed Hamdan, Gbolahan Gbadamosi
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

History

Published in

International Journal of Economics and Management Engineering

Publisher

World Academy of Science, Engineering and Technology

Version

VoR (Version of Record)

Citation

Haffar, M., Enongene, L.N., Hamdan, M. and Gbadamosi, G. (2016) 'The Influence of National Culture on Consumer Buying Behaviour: An Exploratory Study of Nigerian and British Consumers', World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 10(8), pp.3040-3045

Cardiff Met Affiliation

  • Cardiff School of Management

Cardiff Met Authors

Mohammed Hamden

Cardiff Met Research Centre/Group

  • Welsh Centre for Business and Management Research

Copyright Holder

© The Publisher

Language

en