Description
Cross-Cultural Differences in Consumer Behavior: A Mixed-Methods Study of Luxury Brand Consumption
Abstract
This document examines the impact of cross-cultural differences in consumer behavior focusing on luxury brand consumption. Every business expands its services globally. This globalization makes it crucial to identify the luxury consumption factors of a consumer. It is critical to understand the factors that influence the consumption of luxury brands using mixed methods helps to identify the factors such as how cultural values, economic factors, and social principles identify consumer perceptions and evaluate their purchasing behaviors regarding luxury goods and services. Generally the mixed methods include qualitative and qualitative methods. A quality method continuously investigates information through theft interviews group discussions and observations. A quantitative method continuously focuses on surveys and data analysis.
The qualitative method considers consumers’ backgrounds from different cultures to Relieve the main element. Mostly the luxury brand managers relieve underlying motivations of consumer cultural influence and emotional connection with the luxury brands. However the quantitative approach conducts service to evaluate the impact of key variables on a brand such as status signaling brand authentication and social influence on customer preferences. For example, there exist collectivist cultures and individualistic cultures then collectivist cultures can be viewed as a group of identities on the other hand individualistic cultures need to provide personal and unique achievement regarding luxury products and services. Basically this research helps to identify valuable insights from the different cultures of luxury brands and marketers. However, the document emphasizes the importance of collecting or being aware regarding cultural awareness in global luxury marketing that helps to develop various strategies.
Read more about the topic
Cross-cultural differences in consumer decision-making styles
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