Culture and Consumer Behavior

Despite the growth in international marketing, cross-cultural research in marketing has been limited. Recognizing the deficiency of definition of culture in cross-cultural studies, this paper presents a conceptualization of culture. The relevant literature form cross-cultural psychology, anthropology, consumer behavior and international marketing is reviewed in an attempt to describe the impact culture has on salient consumer behavior constructs of perception, information processing, value systems, and self concept and offer hypotheses for marketing management, Additional implications for key areas of international marketing management are derived.