Essays on Cultural Influences on Consumer Behaviour - Comparison of Consumers in the UK and Hong Kong Research Proposal

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The paper   “ Cultural Influences on Consumer Behaviour - Comparison of Consumers in the UK and Hong Kong” is a thoughtful example of the research proposal on marketing. It is widely accepted that culture influences almost every aspect of human activity. One such view is put forward by Soares, who notes that “ social sciences have long acknowledged cultural influences on human behaviour” . If such a proposition is true, then it implies that all activities in which human being are involved, including the consumption of different services and products, are impacted by different people’ s cultures.

This subject is however still debatable. For instance, according to Soares (2004, p. 1), how consumer behaviour varies across cultures is an issue that is still under debate. Soares (2004, p. 1) also argues that at the heart of this discussion is whether or not the decision and tendencies and preferences of buyers from different nations are varied. While some studies (based on sources cited by Soares (2004, p. 1)) have suggested that consumer attitudes and behaviours are converging, meaning that differences among consumers from different countries are fading and that differences among consumers do not really matter in marketing, others have pointed out that cultural differences still matter.

For instance, according to Doole and Lowe (2008, p. 80), culture influences consumer behaviour through various aspects including perceptions, communication regarding a given product, attitude, as well as differences in understanding of various products. According to the same author, these aspects have a major impact on how a consumer behaves in a buying process. Further, Doole and Lowe (2008) note that culture affects consumer behaviour through aspects such as religion, language, education and history, and that these elements convey indirect and direct messages to the consumers in regard to the choice of services and goods.

Thus, even though debatable, it is apparent that culture determines the choice that consumers make when shopping. Thus, is important to understand the cultural factors that influence consumer behaviour.


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