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CULTURAL IMPACT ON CONSUMER PREFERENCE IN INTERNATIONAL MARKETS: A CASE STUDY OF GHANA AND SOUTH KOREA

초록/요약

This study was intended to assess the impact of culture on consumer preference. The study employed a descriptive design and primary and secondary data sources were used and data was analyzed. Sampling was carried out on the population and convenience sampling technique was used to select the respondents for the study. 5- Likert scale questionnaire was used in the collection of primary data. The Statistical Package for Social Science (SPSS) 20 software was employed to analyze the results of the study in which pie charts and tables were utilized to help apportion percentages and one sample t test was utilized to determine if the sample mean was significantly different from the test value. The findings show that culture (language, politics, values and attitudes, and aesthetics) had a statistically significant difference between the sample mean and the test value of 3.5. It was worth noting that politics and aesthetics were significantly lower than the test value. The study recommends for trade relations to continue between both countries, Governmental bodies, businesses and firms are encouraged to ensure that language strategies used in a product or service should align with cultural norms and values, fostering inclusivity and avoiding unintended misinterpretations. Additionally, more work needs to be put into producing or manufacturing products that appeal to the end consumers values and attitudes as well as managing political factors. Which will demand the governments of Ghana and South Korea to come up with policies that promote easy trade and foster good relations since in the long run, a bad and inconsiderate policy can reduce patronage thus a fall in consumer preference.

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목차

CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 2
1.3 Objectives of the Study 3
1.4 Research Questions 3
1.5 Aims and Purpose of the Study 3
1.6 Limitation of the Study 3
CHAPTER TWO 4
LITERATURE REVIEW 4
2.1 Introduction 4
2.2 Culture 4
2.3 Consumer Preference 5
2.4 Theoretical Framework 5
2.4.1 Hofstede’s Cultural Dimensions Theory 5
2.4.2 Consumer Culture Theory 8
2.4.3 Raju Paradigm Model 9
2.5 Related Empirical Research 11
2.5.1 Cultural identity, consumer ethnocentrism and regional differences in consumer preference with focus on China 11
2.5.2 Assessing online reviews on consumer purchasing behavior in diverse cultural settings 12
2.6 Conceptual Framework 13
2.6.1 Impact of language on consumer preference 13
2.6.2 Consumer preference and political identity 14
2.6.3 The role of values and attitudes on consumer preference 15
2.6.4 Importance of aesthetics on consumer preference 15
CHAPTER THREE 17
METHODOLOGY 17
3.1 Introduction 17
3.2 Research Design 17
3.3 Population 17
3.4 Sample and Sampling Technique 18
3.5 Sources of Data 18
3.5.1 Primary Data 18
3.5.2 Secondary Data 18
3.6 Data Collection Instrument 18
3.7 Data Analysis and Presentation 19
CHAPTER FOUR 20
ANALYSIS, DISCUSSION AND REPRESENTATION OF RESULTS 20
4.1 Introduction 20
4.2 Personal Data 20
4.3 Smartphone Usage 21
4.4 Reliability Test 23
4.5 Descriptive Analysis 23
4.5.1 Language 23
4.5.2 Politics 24
4.5.3 Value and Attitudes 26
4.5.4 Aesthetics 28
4.5.5 Consumer Preference 31
4.6 One Sample T-Test 32
4.6.1 Culture 32
4.6.2 Consumer Preference 38
CHAPTER FIVE 40
SUMMARY, CONCLUSION AND RECOMMENDATIONS 40
5.1 Introduction 40
5.2 Summary 40
5.3 Conclusion 42
5.4 Recommendation 42
REFERENCES 44
APPENDIX 48
부록 53

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