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![Page 1: The influence of culture on impulsive buying - FH OOE · PDF fileThe influence of culture on impulse buying-A cross cultural study-Aylin Cakanlar. Introduction ... Literature review](https://reader034.vdocuments.us/reader034/viewer/2022051720/5a78b04b7f8b9a852c8e8329/html5/thumbnails/1.jpg)
The influence of culture on impulse buying
-A cross cultural study-
Aylin Cakanlar
![Page 2: The influence of culture on impulsive buying - FH OOE · PDF fileThe influence of culture on impulse buying-A cross cultural study-Aylin Cakanlar. Introduction ... Literature review](https://reader034.vdocuments.us/reader034/viewer/2022051720/5a78b04b7f8b9a852c8e8329/html5/thumbnails/2.jpg)
Introduction Impulse buying
– 76% of purchased decisions are made in the stores
– Sweden: 20000SEK/year for impulsive shopping (Nordea Bank,
2013)
– Vietnam: 7% of annual economic growth an increased demand
in shopping
– Turkey: one of the fastest economic growths in Europe impulse
buying of customers
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Introduction
• Why cultural effects?
– The effect of culture is stronger when people react immediately to a stimuli
– The limited number of studies
– The lack of focus in non Western countries
– The rapid growth of international marketing, especially in the field of impulse
buying
• Purpose
– The purpose of this study is to expand the understanding of impulse buying
behaviour by looking further into the role of culture in cross cultural contexts
• Research questions
– How do cultural dimensions affect customers’ impulse buying behaviour?
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Literature review
Individualism/Collectivism
Impulse buying
Power Distance
Uncertainty/ Avoidance
Masculinity/ Femininity
• Impulsive buying
– Pure impulsive buying
– Reminder impulsive buying
– Suggestive impulsive buying
– Planned impulsive buying
• Hofstede model
– Individualism/collectivism
– Power distance
– Uncertainty avoidance
– Masculinity/Femininity
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Hypothesis
• H1 – There is a significant relationship between individualism/collectivism
and impulse buying behavior.
• H2- There is a significant relationship between power distance and impulse
buying behavior.
• H3- There is a significant relationship between uncertainty/ avoidance and
impulse buying behavior
• H4- There is a significant relationship between masculinity/femininity and
impulse buying behavior.
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Methodology
• Qualitative method
– Three focus groups
– Seven personal interviews
• Quantitative method- Survey
– Vietnam: 565 valid responses
– Turkey: 771 valid responses
– Sweden: 373 valid responses
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Results
Hypothesis
Vietnam
Accepted/Rejected
Turkey
Accepted/Rejected
Sweden
Accepted/Rejected
There is a significant relationship between
individualism/collectivism and impulsive buying behavior Rejected Rejected Accepted**
There is a significant relationship between masculinity/femininity
and impulsive buying behavior Accepted**** Rejected Rejected
There is a significant relationship between power distance and
impulsive buying behavior Accepted** Accepted*** Rejected
There is a significant relationship between uncertainty avoidance
and impulsive buying behavior Accepted**** Accepted**** Accepted**
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Conclusion
• Theoretical contribution
– First time to apply four dimension of Hofstede’s model in
three countries
– The vital effect of uncertainty avoidance dimension on
impulsive buying
– Proposing a new interpretation about the effect of power
distance and masculinity/femininity on IBB
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Conclusion
• Managerial implication
– In Vietnam and Turkey: The need to emphasize ”status”,
”power” and ”popularity” in Branding. ”Competitiveness”
should be considered in Vietnamese market.
– In Sweden: ”equality” and ”conformity” are outlined.
– Young people should be set as the target group for impulse
buying
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Limitations and Recommendations
• Limitations
– Low R- square
– Non- probability sampling
– Low reliability for power distance dimension in Vietnam
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Limitations and Recommendation
• Recommendations
– Including new dimensions in further research
– Observation or experiment is recommended in
future studies
– Using different cultural scales and measurements
– More cultures and countries should be explored
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references
• Nordea Bank (2013) http://www.slideshare.net/NordeaBank/veckohandling-eller-impulskop