Cross-Cultural Consumer Behavior

Eugene Y. Chan ()
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Eugene Y. Chan: Toronto Metropolitan University

Chapter Chapter 9 in Consumer Behavior in Practice, 2024, pp 167-185 from Springer

Abstract: Abstract The boundaries of geography no longer apply to the business world in today’s globalized economy. A thorough understanding of cross-cultural consumer behaviorconsumer behavior becomes not only an asset but also essential as marketing executivesexecutive negotiate the complex terrain of international trade. This chapter explores the complex topic of how cultural quirks affect consumer preferences, purchasing behavior, and brand perceptions globally.

Keywords: Culture; Individualism; Masculinity; Power distance; Language (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-50947-6_9

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DOI: 10.1007/978-3-031-50947-6_9

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