This paper aims to discuss the directional influence of Culture and Personality, together, on consumer switching. Culture and Personality in isolation will have a definitive effect on consumer switching but in unison there influence on consumer switching will be totally different and will depend on their direction. We prepared a matrix to show directional influence of Personality & Culture to influence consumer switching. In each cell of Matrix we show if personality/culture influences are opposing or act in unison in term of Consumer Switching. In our research paper we project this directional influence on phenomenon of consumer switching.
Culture & Personality: Directional influence on Consumer Switching
96 Views
19 Downloads