The cross-cultural behavior influences the buying behavior of an individual. Different anthropologists have studied the difference in the way people from different culture reacts to a similar situation (Miner). The paper presents a study of the diversity of the behavior of people from different cultures or background while buying products from the grocery stores. Shannon (2005) developed a study based on the Western culture that emphasizes the value of time and time pressure. The study presents a difference between the buying behavior of an individual belonging to collectivist Asian culture, i.e. Thailand and an individual from individualist culture, i.e. the USA (Shannon). It was found that the buyers in Thailand spends much time on shopping and enjoys the shopping because of less time pressure. But, the shoppers of the US have less time to spend on their shopping activities due to a high pressure of work.
Kaynak (1985) presents a similar study that shows how the buying behavior of the individual changes with the ethnic background of the seller. The study shows how an English native prefers to buy from a shop belonging to an Englishmen (Kaynak). In the same manner, an individual belonging from Turkey will be influenced towards a grocery store owned by a Muslim seller. Ackerman & Tellis (2001) presents a study showing the difference in the price of products influenced by the status of the buyer significantly between American and Chinese culture. They said that the two cultural groups had different buying practices (Ackerman and Tellis).
It can be seen that the cross-cultural practices influence the buying behavior. It is the culture and ethnic background of the people that affects their daily shopping practices. There is a need to consider the cross-cultural aspects of the buying behavior of individuals to become a successful marketer. With growing globalization and mixed cultural population, the behavior of individuals from different cultures differs while reacting to a similar situation.
Work Cited
Ackerman, David, and Gerard Tellis. "Can Culture Affect Prices? A Cross-Cultural Study Of Shopping And Retail Prices". Journal of Retailing 77.1 (2001): 57-82. Web.
Kaynak, Erdener. "CROSS-CULTURAL FOOD BUYING BEHAVIOR". Historical Perspective in Consumer Research: National and International Perspectives (1985): 82-90. Print.
Miner, Horace. "Body Ritual Among The Nacirema". American Anthropologist 58.3 (1956): 503-507. Web.
Shannon, Randall M. "Time Pressured Grocery Shopping, A Cross-Cultural Study". ANZMAC 2005 Conference: Consumer Behaviour (2005): 303-311. Print.
