Effect of Culture in Consumer Buying Behaviour: An Exploratory Study of Indian Retail Market (original) (raw)
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Purpose: There are over 1000 French subsidiaries in India. The research found that "culture" was an important area of concern for these businesses. However, little research has been done to understand the impact of culture on business in these two countries. The objective of this study is to understand the impact of culture on these businesses. Methodology: A survey using Hofstede's cultural dimensions and consumer decision-making styles studied the behavior of Indian and French consumers. The sample included 47 Indians and 39 French students undergoing their postgraduate management program. Findings: The study which partially supported Hofstede's cultural dimensions found Indians and French to be quality conscious, price-conscious, impulsive, and not brand loyal. However, while Indian consumers were more brand conscious and innovative, French consumers were confused with over choice. Implication: Implications for marketing in both countries, though similar, emerge differently due to demographic profile changes. Contribution: The study contributes to furthering the understanding of the cultural dimension for the success of Indo-French subsidiaries.