Influence of Culture on the Purchasing Behaviour

Bc. Prachi Ravindrasinh Jhala

Master's thesis

Abstract:

This research sheds light on the cultural influence on the purchasing behaviour of the consumer of India and Czech Republic. Cultural factors that have an effective and strong influence on the buying or purchasing behaviour of the consumer. Cultural factors include the basic needs, values, preferences, wants, behaviour, and perception which are effectively learned as well as observed by the consumer. The main purpose or objective of this research is to understand how cultural factors influence purchasing behaviour of the consumer in an efficient manner. The cultural factor effectively affects both the major choice of the individual consumer as well as the consumption structure in the society. In the methodology section, the researcher has been using both primary and secondary quantitative methods for the data collection and data analysis. For the primary quantitative method, the researcher has used the survey method for the data analysis and the thematic analysis for the evaluation of the secondary data based on the influence of cultural factors on the overall purchasing behaviour of the customer. Moreover, the researcher has used the Hofstede model in order to understand the similarities as well as differences between India and Czech Republic, considering these several “cultural factors” that hugely influence the behaviour of the consumer towards the purchase intention. Regarding power distance, the “Czech Republic” country has effectively displayed a comparatively low score, indicating the preferences for a more democratic society. Furthermore, India determines a high “power distance” that effectively emphasizes social inequalities as well as hierarchical structure. This difference hugely impacts the consumer’s purchasing intention in each country more efficiently. The consumer of “Czech Republic” is more tending towards distinct decision making as well as enhancing preferences for the overall personalized interaction

Keywords

Purchasing behaviour of consumer, Cultural background, India, Czech Republic, Cultural belief, Values, Traditions

Language used: English

Date on which the thesis was submitted / produced: 3. 12. 2023

Thesis defence

• Date of defence: 6. 2. 2024
• Supervisor: Ing. Tereza Balcarová, Ph.D.
• Reader: Jana Kanalošová, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration