Hofstede Dimensions- Buyer Behavior in India and Portugal Marketing of the 20 April Hofstede Dimensions- Buyer Behaviour in India and Portugal It is indeed true that the cultural dimensions of any country as ascribed by Geert Hofstede do have immense repercussions on the buying behaviour of a country. Thereby, in an academic context, it will be interesting to study the fallout of the cultural dimensions on the buying behaviour in India and Portugal. India has a high power distance index of 77 (The Hofstede Centre, 2015). Thereby this has direct repercussions for the buying behaviour of the Indians in the sense that they are more likely to seek the opinion of the individuals and groups who they deem to be superior.
Thereby any marketing decision needs to be based on the fact that the people affiliated to upper classes are more likely to influence the consumer behaviour of the middle and lower classes in India. In that context Portugal also has a high power distance index resting at 63, somewhat like India (The Hofstede Centre, 2015). Thereby in the case of middle class consumers in Portugal, the tendency to be impacted by the buying choices of the elites will be high.
Similarly India has an individualism score of 48 which is high (The Hofstede Centre, 2015). This necessarily means that Indians while making any purchase are more likely to solicit the opinion of their family and peers. Thereby so far as the consumer behaviour in India is concerned, the opinion of family members and peers matters a lot. In contrast Portugal is a low individualism country. Thereby in Portugal neither are people likely to seek group opinion while buying things nor is there any chance of the emergence of opinion leaders in Portugal. India is a high masculinity nation (The Hofstede Centre, 2015).
Thereby the buying decisions in India are more likely to be dominated by the husband in contrast to Portugal, which being a low masculinity country, both the partners are likely to have an influence on the buying decisions in the family. India is a somewhat moderately uncertainty avoidance country. Hence Indians are not as likely to perceive risk while buying commodities as compared to the Portuguese who have a very high tendency to avoiding uncertainty.
Thereby, the Portuguese are more likely to perceive risk in consumption. As compared to the Indians, Portuguese are more likely to evince loyalty for certain brands. In contrast Indians are more poised to shop for more innovative services and products. As compared to Indians, the Portuguese are more likely to engage in information search while shopping. However, as per Geert Hofstede dimensions, Indians have a high long term orientation resting at 51 (The Hofstede Centre, 2015). Thereby Indians are more likely to look for durability and practical appeal while buying goods and services.
This is not the case with the Portuguese who have a long term orientation score of 28 (The Hofstede Centre, 2015). Thereby the Portuguese are more likely to be influenced by technology features and design as compared to durability or practicality of a product. Hence, it is evident that Geert Hofstede dimensions do have an immense impact on the buying behaviour of people in India and Portugal. References The Hofstede Centre. Cultural Dimensions.
Itim International. 2015. Web. 20 April 2015.