Year: 2021
Type: dissertation
Study design: Observational Study
Abstract: This dissertation explores the impact of culture on the Tunisian consumer behavior.It considers culture as viewed by McCracken (1986) and operationalized by Hofstede's framework of national culture, which encompasses five dimensions of culture; namely individualism (versus collectivism), masculinity (versus femininity), long-term orientation (versus short-term orientation) power distance, and uncertainty avoidance.This study is conducted at the individual level to evaluate how far each dimension of culture can affect the consumer purchase decision.The study also analyzes the influence of country-of-origin and quality judgement on the purchase intention of Tunisian consumers towards Japanese products.The importance of these questions stems from the understanding that culture, as a concept, has an undeniable influence on every aspect of consumer behavior.Via an online survey and through convenience sampling, 435 usable responses were collected in the confine of this study.Data analysis was conducted using SmartPLS (3) software, and Partial Least Square Structural Equation Modeling (PLS-SEM) was carried out to examine the causal effect between culture's dimensions, country-of-origin, and purchase behavior of Japanese products in terms of product evaluation and purchase intention.The study showed that cultural orientation has influenced the intention to purchase Japanese cars, albeit its moderate size.This influence is more significant when a positive perception of Japanese products is present.The main findings of the study are described as follows: masculinity and power distance have a significant negative effect on purchase intention, whereas self-construal, uncertainty avoidance, and long-term orientation have no substantial influence on purchase intention.The results also show that country-of-origin has a significant positive effect on the intention to buy Japanese products.This study's major contribution is to establish empirical evidence to the following assumption: consumer's intention to purchase Japanese products can be motivated by their iii cultural values and the product's country-of-origin.The findings of this research suggest that marketers should consider the cultural characteristics of consumers and their attitudes towards foreign products in their marketing strategies.The study's practical implications can enhance Japanese products' sales and consumption in the Tunisian context.
DOI: 10.15068/0002002116
Author: Khouaja Amal
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7144055504