A review of cross-cultural variations in consumer behaviour and marketing strategy

Francis. O. Boachie-Mensah, Rosemond Boohene


People’s habits, their aspirations in life, the roles they fill, how they relate to other people, their perception of things, the products they feel they need and the nature of their consumption patterns reflect, more or less, the influence of culture. This paper, therefore, examines the literature on the nature of nature of culture and cross-cultural variations in consumer behaviour. In this paper, we analyze the marketing implications of cultural differences and similarities that exist between the people of two or more nations. The review mainly examines some theories of culture, variations in cultural values, cultural variations in nonverbal communications and, finally, marketing implications of cross-cultural variations that exist between people of different nations.

Key words: Cross-Cultural variations; Consumer behaviour; Marketing strategy


Cross-Cultural variations; Consumer behaviour; Marketing strategy

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DOI: http://dx.doi.org/10.3968/j.ibm.1923842820120502.1175


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