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Culture and Consumer Behavior Research Method.

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Unit V Assignment
Culture and Consumer Behavior Research Method.

This research investigates the effect of culture on various aspects of consumer behavior in an integrative framework among the three ethnic groups in Nigeria. The cultural groups include an Igbo, Yoruba and Hausa ethnic groups. The method of research will be an experimental research on the ethnic culture and how it affects consumer behavior. The objective for doing this research are as follow: what culture it and how it impacts consumer behaviors in Nigeria, how culture asct as an invisible hand that guides consumption-related attitude, values and behavior, how culture set standards for what satisfies consumers’ needs, how consumers are always adapting to culture-related experiences, how the impact of culture on consumer behavior is measured and how core culture values impact Nigerian consumers. Using the Hofstede’s (1980) cultural framework, differences in ethnic group’s cultural orientation will be hypothesized. Then for each cultural dimension, related consumer behaviors will be identified and the differences in those behaviors will be hypothesized according to the predicted differences in each related cultural dimension. After this, the influence of the cultural dimension on the identified consumer behavior will be investigated in a multiracial West African country, Nigeria. With major corporations seeking to move into African and sell to the African consumers, it is important that solid sub cultural research should be done. Nigeria provides a good starting point for sub cultural study on African customers as it is the most multiracial society in Africa. These three major ethnic groups live separately from one another and are encouraged to maintain their culture, custom, religion and way of life. Public reputation is very important to the Yorubas, they are both Christians and Muslims....

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