Role of Culture in Consumer Buying Behavior

Bc. Ipek Cücük, BSc

Master's thesis

Abstract:

Role of Culture in Consumer Buying Behaviour AbstractThis diploma dissertation concentrates on the role of culture in the consumer buying behaviour of Shampoo to develop a marketing mix that could be useful for the ‘Head and Shoulders’ brand of ‘Procter and Gamble’ company. This study is based on three different countries, the Czech Republic, India, and the USA, to target and study three different continents, “Europe, Asia and America.” This study is divided into two fragments. The first fragment manifests the objectives to be focused on making the study, and then a review of the literature to give reliable supporting information to this study. The second fragment focuses on the analysis of the primary data collected from the respondents of the Czech Republic, India, and the USA; it is followed by recommendations and outcomes of this study. The literature review is widely supported by secondary sources to understand and study the shampoo market, the company statistics, consumer buying behaviour, consumer product switching behaviour, marketing tactics, SWOT analysis of the company, and the role of culture in consumer buying behaviour. For the practical part, a sample size of 50 respondents is randomly selected from each targeted country. The marketing mix is provided based on cultural observations of the buyers of Shampoo, which is influencing their choices. The questionnaire was designed to understand the consumers deeply by interpreting their perception, behaviour, and demographics in order to discern why, when and where they buy the product. Nevertheless, consumer brand awareness, consumers’ attitudes towards the brand, and consumers’ thinking about brand ethics have also been discussed.

Keywords

Consumer Buying Behaviour, Role of Culture, Marketing Tactics, Marketing Mix, Consumer Choices, Shampoo Market, FMCG, Brand Loyalty, Brand Awareness, Head and Shoulders, Procter and Gamble

Language used: English

Date on which the thesis was submitted / produced: 27. 11. 2020

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration