Intercultural factors affecting consumer behavior

Maria Papadopoulou

The purpose of this research is to investigate the intercultural factors that are likely to affect the consumer behavior. In other words, this thesis focuses on the examination of whether several intercultural factors, namely primarily religion and nationality but also other demographic characteristics as well, are possible to define the consumption habits and the behavior of consumers. Regarding the research, quantitative data were gathered through questionnaires, and people of different cultures, nationalities and religions participated. In addition we used SPSS software package. According to the research’s outcomes, significant differences were found in the consumption characteristics according to the nationality and the religion of the participants, as well as according to other demographic characteristics such as age and gender. In other words, based on this thesis’ results, globalization has not yet reached a level at which people of all nationalities, cultures and religions share the same buying habits and consuming behaviors.


Download PDF: