Modern-Traditional Differences in Consumption Patterns Across Cultures (Life Styles; Brazil, France, Japan, United States)
Eshghi, Mir-Abdolreza
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https://hdl.handle.net/2142/70452
Description
Title
Modern-Traditional Differences in Consumption Patterns Across Cultures (Life Styles; Brazil, France, Japan, United States)
Author(s)
Eshghi, Mir-Abdolreza
Issue Date
1984
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, General
Abstract
Marketing academicians and practitioners have developed concepts, theories and methodologies to study consumer behavior in the U.S., but application of these concepts and theories to understand consumer behavior in a cross-cultural setting is, for the most part, lacking. The purpose of this dissertation was to investigate the impact of socio-economic-demographic variables versus life styles on consumption patterns across cultures. Consumption patterns were measured in terms of several product categories, and demographic variables included income, education, age, and occupation. Life styles were measured with reference to the values of the concept of individual modernity. Borrowed from the fields of psychology and social psychology, the concept of individual modernity was used to define lifestyle patterns along a modern-traditional dimension.
Utilizing Leo Burnett's life style data, respondents in four countries, namely, France, Brazil, Japan and the U.S. were classified into two life style groups: moderns and traditionals. The analysis phase of the dissertation dealt with an examination of consumption differences between the modern and traditional groups by testing a number of hypotheses.
The first hypothesis stated that moderns and traditionals will differ significantly with regard to their consumption patterns across several product categories. This hypothesis was supported by the data as moderns and traditionals were significantly different in consumption of six out of ten product categories tested.
The second hypothesis stated that the modern-traditional life style contrast will account for more variance in consumption behavior than the national contrast. This hypothesis could not be supported by the data. It appeared from the analysis that the life style effect was significant but it was not as strong as national effect.
Finally, the third hypothesis stated that "life style variables better explain value bound consumption patterns than demographic variables. Similarly, demographic variables better explain consumption patterns of products that are considered as necessities." This hypothesis was partially supported by the data.
Implications of these findings for the researchers and multinational marketers are discussed and suggestions for future research are made.
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