International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

A Framework for Cross-Cultural Consumer Research
Laila Shin Rohani, PhD

The aim of this paper is to construct a conceptual framework for cross-cultural consumer behaviour research. A conceptual background of cross-cultural consumer research was investigated based on McCracken’s culture and consumption theory and Hofstede’s national culture theory. Two theories are compared and then an integrated framework is proposed for cross-cultural consumer research. The proposed framework suggests that Hofstede’s cultural dimensions can be used to classify different cultural groups for macro level analysis and McCracken’s cultural categories, principles, and movement of meaning can be applied to explain individuals’ consumption behaviour for micro level analysis. The proposed conceptual framework offers considerable advantages for both marketing practitioners and researchers who are interested in studying consumption behaviour in two or more different culture groups.

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