International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Comparative Study Effect of Culture from Hofstede Perspective on Purchasing Mobile Phonein Iranand Thailand Society

Problem statement: Different research shows that the culture effects on consumer buying behavior. The purpose of this research is studying national culture from Hofstede vision on mobile phone consumer buying behavior in Iran and Thailand. Approach: A questionnaire of 24 questions to measure research variable was used. 70 from Iran and 70 from Thailand, who are mostly students, selected as sample. To test the hypothesis, Independent t-test and Pearson correlation tests were used. Results: The results show that Thai consumer in the time of purchase mobile phone are most affected by advertising. Also, Iranian consumer at the time of purchase mobile phone more influenced by discussion with family and friends, while Thai consumer are most influenced by group thinking. Conclusion/Recommendations: Implications of the findings are valuable for marketing managers to get more innovative ideas of how to design and develop products and services to meet customer needs and expectations.

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