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Culture and Consumption Motivation Part II

Do cultural dimensions correlate with purchase decisions? In this report, you will set out to address this question. Using the SPSS spreadsheet you submitted last week, you will create an empirical journal article, much like the one you critiqued as your Unit 3 Individual Project.

THE REPORT:

1.Provide a general research background on consumers' motivation to buy.

2.Describe the data collection process.

3.Demographic Charts & Tables:
â-¦Pie Chart for Gender (add a written description below it)
â-¦A chart for Age (add a written description below it)
â-¦Descriptive Statistics of the 6 Factors (add a written description below them)

4.Four (4) Hypothesis Tests (one of which must be a regression)
â-¦Write out a Null & Alternate Hypothesis (alpha = .05)
â-¦Run the test, state the decision rule

5.Apply the research to the findings of your study. What are the implications for marketers?

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Solution Preview

The response addresses the queries posted in 4602 words with responses.

//As per the directions, we will provide a brief introduction about the topic of the research study. Then, we will write about a research background to understand the motivation to make purchases in the market in context of the perspective of potential customers. It will provide assistance in gaining an insight about the diverse culture dimensions and their influence on buyer behavior.//

Abstract

The article is aimed at analyzing relationship between culture dimensions and buyer behavior to assess the influence of cultural characteristics on the purchase decisions. The study involves the application of survey method to collect and analyze respondent behavior in making purchases. In this context, the study provides detailed overview about the research background on motivation to buy, data collection process, data interpretation, application of findings, marketing implications and conclusion, so that the key research issue can be analyzed properly.

Culture & Consumption Motivation

Introduction

In the contemporary marketplace, culture aspects of consumers are considerably recognized by the marketing professionals for influencing their purchase decisions. Marketers are keenly interested in analyzing the varying needs and wants of the consumers belonging to different cultural backgrounds. Cultural dimensions of people have an interpersonal influence on their purchase decisions in different market situations. It is recognized as an important personality characteristic that determines consumer behavior in making purchases in the competitive marketplace.

Research Background on Motivation to Buy

Culture based interpersonal characteristics are the key elements that determine the diverse aspects of consumer behavior. Consumption pattern among the people belonging to different cultures differ significantly in terms of brand loyalty, perceived risk and decision making. The extent of individualism-collectivism in the society or ethnic group specifies the influence of social and cultural beliefs on the ultimate decision making accompanied by the orientation of consumers in seeking family benefits from the purchases. Socio-cultural attitude towards sex roles has a direct influence on the responsibility of individuals to make purchase decisions (Jung & Kau, 2004). The extent of information sharing among the family members also affects decision making of individuals.

Basabe and Ros (2005) have explained different categories of culture dimensions as identified by Hofstede, which are named as uncertainty avoidance, individualism-collectivism, power distance and masculinity-femininity. These dimensions refer to the social relationships and interaction behavior of individuals towards unique set of personal attributes. Formal deference and status of people in the society also influences purchase decisions with respect to the distance from cultural values and beliefs. Culture can be differentiated on the grounds of emphasis given to the cultural values, which encourages social change and self assertiveness.

Another significant feature of consumer behavior is related to their uniqueness in terms of their belongingness to multicultural environment (Luna & Gupta, 2001). Culture reflects the blueprint of the actions of individuals and society that reveals clear picture of consumption behavior. Cultural principles provide assistance to the individuals in making decisions about the surrounding world (Leng & Botelho, 2010). On the whole, consumer behavior mainly focuses on the individual choices and respective behavior patterns for seeking information about their attitude and intention.

Ethnocentric behavior of consumers towards domestic and foreign products also signifies the perception and cognition to make purchases. In the current business scenario, it is essential for the marketing managers to focus on the interaction of cultural characteristics and consumer behavior to respond effectively for the cross-cultural aspects of individuals. Masculine and feminine characteristics of individuals have a direct influence on purchase behavior with respect to the aspects of brand loyalty and superior quality products (Yoo & Donthu, 2005). Cultural orientation of people changes in terms of variations in their exposure to new social environment. In addition to this, purchase intention of consumers is highly affected by the ethnocentric behavior, which can be easily developed by the individuals from the society (Mooij, 2004). Culture changes occur in terms of adoption of customized values, behavior and norms on the basis of the actions of the societal members. Similarly, basic desires and requirements of the customers also change over time, which needs to be analyzed by the marketing professionals for delivering customized services and product experience to them.

//Now, we will write about the data collection process, which is to be followed for the collection of pertinent data about the research study.//

Data Collection Process

Data collection process is one of the important aspects of the study, which has to be managed and aligned properly. Therefore, culture survey process is identified as the approach to be followed for collecting pertinent data about the assessment of correlation between culture dimensions and purchase decisions of the customers. It is conducted by preparing a questionnaire that includes different dimensions of culture, which are categorized under following specifications, namely uncertainty avoidance, individualism vs. collectivism, power distance, paternalism, masculinity vs. femininity (sex roles) and consumption motivation.

The responses are recorded in terms of 5 point likert scale defined as 1 = strongly disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree and 5 = strongly disagree (Jackson, 2010). The survey questionnaire is provided to 50 survey participants that include both males and females for organizing the field survey process. The responses collected from the participants are recorded in the SPSS spreadsheet for conducting statistical analysis in an integrated way to ensure the reliability and validity of the outcomes (Taylor, 2006). It is further used for the creation of numerical data about the 6 identified factors, which are uncertainty avoidance, individualism vs. collectivism, power distance, paternalism, masculinity vs. femininity (sex roles) and consumption motivation.

Numerical data about 6 factors is obtained by calculating the average of the responses to the listed queries related to specific factor (for 5 factors) and adding the responses for consumption motivation. Survey process has paved way for the collection of detailed responses of the selected participants to analyze the key research issue related to culture dimensions and buyer behavior. The reason behind this is that data analysis can be performed over the collected responses properly through the interpretation of consumers' perspective about the influence of cultural factors on their purchase decisions.

//As per the directions, we will discuss about the main demographic charts and tables to summarize the key points about the survey respondents. Then, we will also provide a brief summary about the key descriptive statistics related to the defined culture dimensions.//

Demographic Charts and Tables:

Below described is the summary about the survey responses of the selected respondents on the basis of the presentation of graphs and tables. This approach is helpful in well aligned presentation and analysis of the responses garnered from the key participants of the survey.

Figure 1: Distribution of Gender

It can be analyzed from the above presented graph that equal proportions of male (54%) and female participants (46%) were included in the survey process. It has paved way for the symmetric assessment of the perception of male and female population in taking purchase decisions.

Figure 2: Distribution of Age

From the figure shown above, it can be analyzed that the survey process included respondents from all the defined age groups. Major proportion of respondents belongs to the age group of 18-21 years (42%) and 22-30 years (44%). It is helpful in collecting diverse perspective of the people about the influence of culture dimensions on their ...

Solution Summary

The response addresses the queries posted in 4602 words with responses.

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