Track: Business Management

Abstract

Culture of a society is considered to be one of the influencing factors for a consumer when switching a brand of a product. It not only shapes the underlying behavior but also influences the perception of a consumer in decision making. Since behavior of a consumer would be effected his/her inherent cultural values which in turn would rely on culture of its society he/she is a part of, it’s important to study it in consumer switching context. Previous studies linking this phenomenon with culture has mostly found to be focusing on cross-cultural references, using variety, novelty, curiosity and vanity-seeking behavior of consumer. But there is hardly any study using cultural as a construct for consumer switching taking primarily in account different dimensions of culture. Our research is one such attempt to explore consumer brand switching using cultural dimensions given by Hofstede. Effect of culture on consumer switching is explored using Hofstede’s six-cultural dimensions taking into account different levels of involvement (High, Medium and Low) of consumer and Value of product as moderators. As depending on involvement of consumer, the cost in terms of time and effort invested for purchase, switching is going to differ, effecting satisfaction and loyalty construct. Similarly, when it comes to value of product the switching levels might differ for a cost-effective and premium category product.