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Cultural Influences on Impulse Buying

This study examines the influence of culture on impulse buying behavior. A survey was administered in Sweden, Turkey, and Vietnam to understand how cultural dimensions like individualism/collectivism, power distance, and masculinity/femininity impact impulse purchases. Prior research has found culture influences consumer behavior but inconsistencies remain. The study aims to expand knowledge of this topic by analyzing the relationship between these cultural factors and impulse buying across different national cultures based on Hofstede's model of cultural dimensions. The hypotheses are that individualism/collectivism, power distance, and masculinity/femininity each have an impact on impulse buying.

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6 views2 pages

Cultural Influences on Impulse Buying

This study examines the influence of culture on impulse buying behavior. A survey was administered in Sweden, Turkey, and Vietnam to understand how cultural dimensions like individualism/collectivism, power distance, and masculinity/femininity impact impulse purchases. Prior research has found culture influences consumer behavior but inconsistencies remain. The study aims to expand knowledge of this topic by analyzing the relationship between these cultural factors and impulse buying across different national cultures based on Hofstede's model of cultural dimensions. The hypotheses are that individualism/collectivism, power distance, and masculinity/femininity each have an impact on impulse buying.

Uploaded by

danyal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

THE INFLUENCE OF CULTURE ON IMPULSE BUYING

Paper Introduction
This study aims to expand the understanding of impulse buying behaviour by looking further
into the role of culture in cross-cultural contexts. A cross-cultural questionnaire was
administered across three countries, namely, Sweden, Turkey and Vietnam.

Researchers have examined impulsive buying from different perspectives for decades, and
inconsistencies remain in understanding this concept. Retail outlets the world over are
anxious to attract customers by using external and internal stimuli to create differentiation
and value proposition. Around 70 percent of offers in retail outlets rely upon imprudent
purchasing, so retailers make their inside and outer feel alluring to persuade customers to
remain on their premises for an all-encompassing period, subsequently animating incautious
conduct. Imprudent purchasing is certainly not another wonder. It has been widely inquired
about for a considerable length of time. In any case, there are numerous irregularities in its
conceptualization. The writing in the mid-1950s shows that the relationship between hasty
purchasing changes starting with one item classification then onto the next. Along these lines,
the heft of the exploration in that time concentrated on looking at the connection between
various item classifications and hasty purchasing conduct. Culture impacts drive purchasing
conduct of subjects with various social foundations. Nonetheless, the discoveries additionally
demonstrate that different elements may influence motivation purchasing [Link]
cultural role on impulse buying was brought up by a few researchers in the literature, but
Hofstede’s model of four cultural Dimensions and their relationship to impulse buying
behaviour is tested for the first time in the literature across three different countries: Sweden,
Turkey and Vietnam, which, respectively, represent northern Europe, southern Europe/a part
of West Asia and South East Asia.
Research Problem
Impulsive buying behaviour, is problematic for consumers, but, on the other hand, is used as
a tool by retailers for increasing sales. This study aims to expand the understanding of
impulse buying behaviour by looking further into the role of culture in cross-cultural
contexts. So, what is the impact of Individualism/Collectivism, Power Distance and
Masculinity/Femininity on Impulsive Buying?

Research Objectives
To find the relationship between culture and Impulsive Buying and Dimensions of culture
and their Effect on Impulsive Buying

Model

According to Hofstede’s Model of Four Cultural Dimensions


Hypothesis
H1: Individualism/Collectivism has an impact on Impulsive Buying
H2: Power Distance has an impact on Impulsive Buying
H3: Masculinity /Femininity has an impact on Impulsive Buying

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