The Influence of National Culture on Consumer Buying Behaviour, An Exploratory Study of Nigerian and UK Consumers.pdf (150.38 kB)
The Influence of National Culture on Consumer Buying Behaviour: An Exploratory Study of Nigerian and British Consumers
journal contribution
posted on 2022-02-28, 17:11 authored by Mohamed Haffar, Lombe Ngome Enongene, Mohammed Hamdan, Gbolahan GbadamosiDespite 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 EngineeringPublisher
World Academy of Science, Engineering and TechnologyVersion
- 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.3040-3045Cardiff Met Affiliation
- Cardiff School of Management
Cardiff Met Authors
Mohammed HamdenCardiff Met Research Centre/Group
- Welsh Centre for Business and Management Research
Copyright Holder
- © The Publisher
Language
- en