Cross-cultural differences in consumer decision-making styles
This article compares consumer decision-making styles between Singaporeans and Australians. Utilizing Hofstede's framework, the paper argues that cultural dimensions influence consumer decision-making styles. It is essential that managers understand cross-cultural consumer decision-making styles to make strategic decisions or effectively handle members of these nationalities. Marked differences were found between the two populations for: brand consciousness, innovativeness and confused by overchoice. The results suggest that some consumer decision-making styles differ due to consumers' cultural values. Managerial implications and future research directions are discussed.
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|Item Type:||Journal Article|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2005 Emerald Publishing|
|Copyright Statement:||Reproduced in accordance with the copyright policy of the publisher.|
|Deposited On:||07 Apr 2008|
|Last Modified:||29 Feb 2012 23:25|
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