The relationship between culture and individual factors in appliance buyers

Abstract

Culture as one of the important stimulus of marketing and the efficacy of this on individual factors is one of the challenges affecting marketer planning on decision model of consumer behavior. Therefore, this research was performed to determine the relationship between culture and individual factors on customers of top 10 home appliance manufactures. The information collection tool included two-part questionnaire in two variable with 28 questions about culture and 31 questions about individual factors, after doing validation and reliability (98 percent), 300 randomly customers purchasing appliances were selected for responding and with descriptive and inferential statistics and hypothesis testing, meaningfulness of the relationship between culture and individual were confirmed. Due to high levels of employment and foreign exchange revenues, this research as an applied one can be decision guide for managers in this industry.