Does The Development of The Country Drive The Consumer Behavior? A Two-Country Study

Adamashvili Nino (), Shervashidze Salome () and Salvatore Fiorella Pia ()
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Adamashvili Nino: Department of Economics, University of Foggia, Foggia, 71121, Italy
Shervashidze Salome: Faculty of Economics and Business, Batumi Shota Rustaveli State University, Batumi, 6010, Georgia
Salvatore Fiorella Pia: Department of Economics, University of Foggia, Foggia, 71121, Italy

International Journal of Business Research and Management (IJBRM), 2021, vol. 12, issue 2, 34-49

Abstract: Consumer behavior varies country by country as it is strongly affected by nationality. Meaning, the groups of people form specific place in a given period of time have similar practices and a common way of thinking. It reflects on their decision-making processes and daily habits, also when purchasing products and services. The goal of this paper is to investigate if there is a significant difference between the consumer behavior attitudes regarding development level of the countries. Furthermore, the paper seeks to identify the main factors affecting their consumer behaviors. In order to reach the research aims, this study consists of a survey on 604 consumers of Italian and Georgian populations. The respondents from Italy and Georgia are analyzed separately and compared. The results obtained from questionnaire are a bit paradoxical in case of Georgia. It seems that, unlikely to Italian consumers, they are not aware of the issues related to food quality, labeling and certification and these consumers make spontaneous decisions non-consciously. Therefore, raising of awareness level and cognitive activities regarding nutrition may affect purchasing behavior.

Keywords: Functional Food; Consumer Management; Awareness; Questionnaire. (search for similar items in EconPapers)
JEL-codes: M2 M3 Q11 Q18 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aml:intbrm:v:12:y:2021:i:2:p:34-49

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