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The Influence of the Culture Dimension ‘Power Distance’ on Product Choice: a Cross Cultural Exploration of Effects of Country of Origin on the Choice of Branded Products

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The Influence of the Culture dimension ‘Power Distance’ on product choice: A Cross Cultural Exploration of Effects of Country of Origin on the Choice of Branded Products by Adriana Cordeiro Socha

A Thesis presented to The University of Guelph

In partial fulfillment of requirements for the degree of Master of Science in Marketing and Consumer Studies

Guelph, Ontario, Canada
© Adriana Cordeiro Socha, September, 2012

ABSTRACT THE INFLUENCE OF THE CULTURE DIMENSION ‘POWER DISTANCE’ ON PRODUCT CHOICE: A CROSS CULTURAL EXPLORATION OF EFFECTS OF CULTURAL TRAITS ON THE CHOICE OF BRANDED FOREIGN PRODUCTS Adriana Cordeiro Socha University of Guelph, 2012 Advisor Dr. Brent McKenzie Committee Dr. Vinay Kanetkar Dr. Sara Mann This thesis investigates how cultural traits, such as the cultural dimension of Power Distance, influence preference for foreign made branded products. Cultural background influences several aspects of human behaviour, including the behaviours of consumers. In marketing, individual cultural differences affect consumers’ choice as well as their response to advertising message and brand associations. One example, impact on consumer choice, is related to the country of origin (COO) of the product. The effect of COO has been extensively explored in the literature. However, cultural frameworks like those of Hofstede (2001) have seldom been considered as a factor explaining the variability of consumers’ preference (or avoidance) for products originating in different countries. The objective of this research is to identify how cultural aspects affect product choice for foreign made branded products. A quantitative cross-cultural study was conducted to explore Hofstede’s cultural dimension of Power Distance. This study found that the replication of PDI measures within students samples from Brazil (UDESC) and from Canada (UoGuelph) do not replicate the

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