Type of Document	Thesis
Author	Alkhalaf, Ahmad A.
URN	etd-04142008-215350
Title	Cultural Differences and Their Effect on Consumer Behavior
Degree	Master of Science
Department	Communication, Department of
Advisory Committee	Advisor Name Title Steven Mcclung Committee Chair Philip J. Grise Committee Member Stephen D. Mcdowell Committee Member
Keywords	Consumer Behavior Culture Purchasing Decision-making Effect
Date of Defense	2008-04-10
Availability	unrestricted
Abstract This study aimed to 1) uncover the participants’ attitudes when a purchasing decision touches any element of their culture, 2) assess consumers’ view on marketers in terms of consideration of their needs and cultural backgrounds, 3) identify the commonalities among the participants’ purchasing decision-making processes and consuming habits across cultures, and 4) indicate the features that would urge consumers to buy a certain product and the factors that would make a product valuable. The sample was comprised of two groups, Arabs and non-Arabs (i.e. Saudi citizens and US citizens.) The survey was conducted from February 01, 2008 through March 07, 2008 and yielded 453 participants. Significant differences were found between the two groups when buying a product that doesn’t adhere to four out of six elements of culture. Both groups showed low satisfaction towards marketers’ consideration of their cultural backgrounds. Participants’ ranking of characteristics that urge them to purchase a certain product put high quality as the most important feature and money savings next. The ranking of elements that create a perception of a valuable product suggested that Arabs tend to reflect the habit/repeat bath model and non-Arabs tend to prioritize the sentimental values of products.
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