ارزش‌های فرهنگی سطح فردی: بررسی سبک‌های تصمیم‌گیری بین مشتریان جمع‌گرا و فردگرا (نمونه پژوهی: مشتریان تایرهای رادیال سواری تهران)

نوع مقاله : مقاله علمی پژوهشی

نویسنده

کارشناس ارشد، گروه مدیریت بازرگانی، مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‌ریزی، تهران، ایران.

چکیده

هدف: مصرف‌کنندگان تایر خودرو، هم از جنبه گروه محصول‌های مختلف تایر و هم از لحاظ ارزش‌های فرهنگی در سطح فردی، به دسته‌های متفاوتی بخش‌بندی می‌شوند. یکی از ابعاد فرهنگی تأثیرگذار در تصمیم‌گیری خرید، بُعد فرهنگی جمع‌گرایی ـ فردگرایی است. پژوهش حاضر با هدف شناسایی و بررسی سبک‌های تصمیم‌گیری خرید بین مشتریان تایرهای رادیال سواری در شهر تهران با توجه به میزان گرایش مشتریان به ارزش‌های فرهنگی جمع‌گرایی ـ فردگرایی در سطح فردی اجرا شده است.
روش: برای دستیابی به هدف پژوهش، از مدل سبک‌های تصمیم‌گیری خرید مصرف‌کننده اسپرولز و کندال (1986) و مقیاس ارزش‌های فرهنگی سطح فردی یوو، دونثو و لنارتویز (2011) استفاده شد. جامعه آماری این پژوهش، مشتریان تایرهای رادیال سواری شهر تهران بودند. با توجه به نامحدود بودن جامعه آماری، تعداد نمونه آماری بر اساس جدول مورگان 385 نفر محاسبه شد؛ اما برای اطمینان، 420 پرسش‌نامه با استفاده از روش نمونه‌گیری تصادفی ساده بین افراد توزیع و 388 پرسش‌نامه جمع‌آوری شد. 
یافته‌ها: نتایج پژوهش حاضر نشان داد که ارزش‌های فرهنگی بر رفتار مصرف‌کننده تأثیرگذار است و در بین ابعاد تأثیرگذار در تصمیم‌گیری برای خرید، بُعد فرهنگ از جایگاه ویژه‌ای برخوردار است. پس از تجزیه‌وتحلیل داده‌ها، از بین هشت سبک تصمیم‌گیری اسپرولز و کندال، هفت سبک تصمیم‌گیری شناسایی و تأیید شد.
نتیجه‌گیری: در بررسی سبک‌های تصمیم‌گیری خرید در بین افراد فردگرا و جمع‌گرا مشخص شد که در سبک‌های «سردرگمی مصرف‌کننده به‌واسطه انتخاب‌های فراوان»، «عادت‌گرایی و وفاداری به یک برند» و «حساسیت به برند کالا»، بین افراد فردگرا و جمع‌گرا تفاوت معناداری وجود دارد. همچنین، برای هر دو گروه مشتری جمع‌گرا و فردگرا، سبک تصمیم‌گیری «حساس‌بودن به کیفیت» در اولویت بود. 

کلیدواژه‌ها


عنوان مقاله [English]

Individual-Level Cultural Values: Decision Making Styles among Individualist and Collectivist Customers (Case Study: Customers of Automobile Radial Tire)

نویسنده [English]

  • Parviz Masoumian Miandoab
MSc, Department of Business Management, Institute for Management and Planning Studies, Tehran, Iran.
چکیده [English]

Objective
Awareness of consumers’ decision-making styles is crucial for the effectiveness and development of a business marketing strategy in the tire industry. It helps to meet the needs of the consumers and transmit the desired value to them. Purchasing tire is a very rare purchase, and it takes a long time to repurchase. It is an essential resource for the car and it plays a strategic role in the safety and security of the passengers. Therefore, it is important for the consumers to be aware of the features and crucial role in the car. Besides, identifying the desirable style requires extensive research regarding the decision to purchase a tire. Thus, this study aimed to identify similarities and differences in consumers’ decision-making styles considering the cultural tendency of collectivism / individualism in regards with the purchase of car tires.
 
Methodology
The present study is considered applied in nature and is considered as a descriptive-survey research in terms of purpose and strategy. The statistical population includes all those who have purchased automobile radial tires from tire stores in Tehran between July and September in 2016. The required data were collected by means of a 35-item questionnaire based on a quantitative scale (Likert) from “strongly disagree” to “strongly agree”.
 
Findings
Analysis of variance showed there is no significant difference in terms of cultural issues among the following decision-making styles: "sensitivity to quality", "hedonism and the desire to purchase for entertainment", “sensitivity to the new and up-to-date products”, and "willingness to purchase spontaneously". However, there was a significant difference among the following styles (at 95% level): “consumers’ confusion due to abundant choices", "sensitivity to popular brand" and "habitual purchasing and loyalty to a brand”. Regarding ranking of decision-making styles among individualistic and collectivist consumers, "sensitivity to product quality", "sensitivity to up-to-date and new products" and "habitual purchasing and loyalty to a brand" were the most frequent styles among collectivist customers. In addition, "consumers’ confusion due to abundant choices", "sensitivity to popular brand", "tendency to purchase spontaneously" were the other frequent styles, respectively. Similarly, the ranking of decision-making styles among individualistic customers is completely consistent with the ranking among collectivist individuals.
 
Conclusion
The quality is more important than any other dimensions, and the quality of a product and the perception of the high quality of a particular brand are among the priorities of consumers of tire. "Consumers’ willingness to purchase new products" is the second high priority item in the decision-making of collectivist as well as individualistic people while purchasing tires. Although the "habitual purchasing and loyalty to a brand" is common among all the customers, it is of higher importance among those who are more inclined to collectivism because “loyalty and integration” are crucial parts of collectivists’ culture. People who are more prone to individualism are less confused because they are the ones who make the final decision in selecting a product. Brand sensitivity is greater among collectivists because of their attention to individual identity. The "willingness to purchase spontaneously" is common because of the lack of importance regarding purchasing a tire for the consumers. In this case, tire sellers can have a big impact on choosing the type and the brand of tire. Therefore, building purposeful communication between sellers and buyers is important.

کلیدواژه‌ها [English]

  • Individual level cultural values
  • Individualist and collectivist
  • Decision making styles
امیرشاهی، میراحمد؛ حیدرزاده، کامبیز؛ دبستانی، فاطمه (1390). تأثیر نوگرایی مصرف‌کنندگان بر سبک‌های تصمیم‌گیری خرید. تحقیقات بازاریابی نوین، 1(3)، 1-26.
جزنی، نسرین؛ عزیزی، شهریار؛ عسگر حلوایی، علی (1389). سبک­های تصمیم­گیری مشتریان بر اساس مدل اسپرولز و کندال. چشم­انداز مدیریت بازرگانی، (3)، صص، 9-24.  
حقیقی، محمد؛ کرمی، مسعود؛ حمیدی کولایی، آرزو؛ ملکی، محمد مهدی (1395). بررسی رابطه ارزش‎های فرهنگی و رفتار خرید آنی مصرف‎کنندگان ایرانی. مدیریت بازرگانی، 8(2)، 301-316.
محسنین، شهریار؛ اسفیدانی، محمد رحیم؛ کرمی، محسن؛ خواجه دهاقانی، احمد (1392). بررسی سبک‎های تصمیم‎گیری مشتریان در خرید محصولات لوازم خانگی (مورد مطالعه: مشتریان شهر تهران(. مدیریت بازرگانی، 5 (2)، 149-168.
محسنین، شهریار؛ اسفیدانی، محمدرحیم (1393). معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی به کمک نرم‌افزار PLS-Smart. تهران: کتاب مهربان.
 
References
Alden, D. L., Hoyer, W. D., & Lee, C. (1993). Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis. The Journal of Marketing, 57(2), 64-75.
Amirshahi, M., Heidarzadeh, K. & Dabestani, F. (2011). The effect of consumer's modernism on purchase decision style. New marketing research quarterly, 1(3), 1-26. (in Persian)
Azizi, S., & Makkizadeh, V. (2012). Consumer decision-making style: the case of Iranian young consumers. Journal of Management Research, 4(2), 88.
Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-92.
Blodgett, J. G., Bakir, A., & Rose, G. M. (2008). A test of the validity of Hofstede's cultural framework. Journal of consumer marketing, 25(6), 339-349.
Bond, M. H., Leung, K., Au, A., Tong, K. K., De Carrasquel, S. R., Murakami, F., ... &Boen, F. (2004). Culture-level dimensions of social axioms and their correlates across 41 cultures. Journal of cross-cultural psychology, 35(5), 548-570.
Daniels, M. A., & Greguras, G. J. (2014). Exploring the nature of power distance implications for micro-and macro-level theories, processes, and outcomes. Journal of Management, 0149206314527131.
De Mooij, M. (2004). Consumer behaviour and culture: consequences for global marketing and advertising.Thousand Oaks, CA: Sage.
De Mooij, M. (2010). Consumer behavior and culture: Consequences for global marketing and advertising. Sage.
De Mooij, M., &Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192.
Engel, J. F., Blackwell, R.D., & Miniard, P.W. (1995). Consumer behavior. New York: Dryden Press.
Foxman, E. R., Muehling, D. D., & Berger, P. W. (1990). An investigation of factors contributing to consumer brand confusion. Journal of Consumer Affairs. 24(1), 170-189.
Gouveia, V. V., & Ros, M. (2000). Hofstede and Schwartz's models for classifying individualism at the cultural level: their relation to macro-social and macro-economic variables1. Psicothema, 12(Suplemento), 25-33.
Gregory, G. D., & Munch, J. M. (1997). Cultural values in international advertising: An examination of familial norms and roles in Mexico. Psychology & Marketing, 14(2), 99-119.
Haghighi, M, Karami, M, Kolaei, H, & Maleki, M. (2016). Investigation of the Relationship between Cultural Values and Iranian Consumers Impulse Buying Behavior.  Journal of Business Management, 2(8), 301-316. (in Persian)
Han, S. P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of experimental social psychology, 30(4), 326-350.
Hanzaee, K. H., & Lotfizadeh, F. (2011). Influence of family structure on consumer decision-making style in Iran. International Journal of Business and Management, 6(11), 297.
Hawkins, D.I. and Mothersbaugh, D.L. (2011), Consumer Behavior: Building Marketing Strategy (11th ed.), McGraw-Hill, New York, NY.
Hoang, M. (2015). The impacts of individualism/collectivism on consumer decision-making styles: the case of Finnish and Vietnamese mobile phone buyers. https://www.theseus.fi/handle/10024/103353.
Hofstede, G. (1980). Culture's Consequences: International Differences in Work-Related Values. Beverly Hills, CA: Sage.
Hofstede, G. (1991). Cultures and organizations. Intercultural cooperation and its importance for survival. Software of the mind. London: McIraw-Hill.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2(1), 8.
Hofstede, G. H., & Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations. Sage.
Isaacson, J. I., Jordaan, Y., & Van Heerden, G. (2018). The relationship between individual-level culture and consumer decision-making styles through consumer involvement. Journal of Retailing and Consumer Services, 41, 112-120.
Jazani, N.M., Azizi, Sh. & Halvaei, A. (2013).  Consumer decision-making styles based on Sprules and Kendall models. Journal of Business Management Perspective, 3 (36),  9-24. (in Persian)
Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of consumer psychology, 12(2), 163-176.
Keillor, B. D., D'Amico, M., & Horton, V. (2001). Global consumer tendencies. Psychology & Marketing, 18(1), 1-19.
Kirkman, B. L., & Shapiro, D. L. (2001). The impact of cultural values on job satisfaction and organizational commitment in self-managing work teams: The mediating role of employee resistance. Academy of Management journal, 44(3), 557-569.
Kotler, P., Armstrong, G., Saunders, J. & Wong, V. (1999). Principles of Marketing. 2nd ed. Milan: Prentice Hall Europe.
Kwon, H. (2002). An investigation of the psychosocial and financial factors influencing the impulse buying of sport team licensed merchandise (Doctoral dissertation, The Ohio State University).
Lam, D., Lee, A., & Mizerski, R. (2009). The effects of cultural values in word-of-mouth communication. Journal of international marketing, 17(3), 55-70.
Lau, I. Y., Chiu, C. Y., & Lee, S. L. (2001). Communication and shared reality: Implications for the psychological foundations of culture. Social Cognition, 19(3: Special issue), 350-371.
Leo, C., Bennett, R., &Härtel, C. E. (2005). Cross-cultural differences in consumer decision-making styles. Cross Cultural Management: An International Journal, 12(3), 32-62.
Leung, A. K. Y., Chiu, C. Y., & Hong, Y. Y. (Eds.). (2011). Cultural processes: A social psychological perspective. Cambridge University Press.
Liu, R. R., & McClure, P. (2001). Recognizing cross-cultural differences in consumer complaint behavior and intentions: an empirical examination. Journal of consumer marketing, 18(1), 54-75.
Luna, D., &Forquer Gupta, S. (2001). An integrative framework for cross-cultural consumer behavior. International Marketing Review, 18(1), 45-69.
Manrai, L. A., Lascu, D. N., Manrai, A. K., & Babb, H. W. (2001). A cross-cultural comparison of style in Eastern European emerging markets. International Marketing Review, 18(3), 270-285.
Mattila, A. S., & Patterson, P. G. (2004). The impact of culture on consumers’ perceptions of service recovery efforts. Journal of retailing, 80(3), 196-206.
Maznevski, M. L., Gomez, C. B., DiStefano, J. J., Noorderhaven, N. G., & Wu, P. C. (2002). Cultural dimensions at the individual level of analysis the cultural orientations framework. International journal of cross cultural management, 2(3), 275-295.
Mohsenin .SH, Esfidani .M.R, Karami .M, Khaje Dahaghani. A. (2013). Survey of Consumer Decision Making Styles for Home Appliance Store Buyers (Case Study: Tehran’s Customers). Journal of Business Management, 5(2), 149-168. (in Persian)
Mohsenin, Sh. & Sfidani, M. (2013). Structural equation modeling using LISREL software (educational and practical), Mehraban Publishers. (in Persian)
Mourali, M., Laroche, M., & Pons, F. (2005). Individualistic orientation and consumer susceptibility to interpersonal influence. Journal of Services Marketing, 19(3), 164-173.
Mullin, B. J., Hardy, S., & Sutton, W. A. (2007). Sport marketing (3rd ed.). Champaign, IL: Human Kinetics.
Nayeem, T. (2012). Decision-making styles of individualist and collectivist automobile consumers in Australia. International Journal of Business and Management, 7(16), 44-55.
Nunnally, J. C., & Bernstein, I. H. (1978). Psychometric Theory McGraw-Hill New York. The role of university in the development of entrepreneurial vocations: a Spanish study.
Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63, 33-44.
Rao, L. (2015). Correlation between Individualistic-collectivistic culture and entrepreneurial decision-making (Bachelor's thesis, University of Twente).
Schwartz, S. H. (1990). Individualism-collectivism: Critique and proposed refinements. Journal of cross-cultural psychology, 21(2), 139-157.
Schwartz, S. H., Melech, G., Lehmann, A., Burgess, S., Harris, M., & Owens, V. (2001). Extending the cross-cultural validity of the theory of basic human values with a different method of measurement. Journal of cross-cultural psychology, 32(5), 519-542.
Sharma, P. (2010). Measuring personal cultural orientations: Scale development and validation. Journal of the Academy of Marketing Science, 38(6), 787-806.
Singh, S. (2006). Cultural differences in, and influences on, consumers' propensity to adopt innovations. International Marketing Review, 23(2), 173-191.
Sivadas, E., Bruvold, N. T., & Nelson, M. R. (2008). A reduced version of the horizontal and vertical individualism and collectivism scale: A four-country assessment. Journal of Business Research, 61(3), 201-210.
Soares, A. M., Farhangmehr, M., &Shoham, A. (2007). Hofstede's dimensions of culture in international marketing studies. Journal of business research, 60(3), 277-284.
Solomon, M.R., Bamossy, G.J., Kierkegaard, S. & Hogg, M.K., (2013). Consumer Behaviour: A European Perspective. 5th ed. Essex: Pearson Education Limited.
Sprotles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279.
Sunny, S., Patrick, L., & Rob, L. (2018). Impact of cultural values on technology acceptance and technology readiness. International Journal of Hospitality Management, 77, 89-96.
Tang, L. (2017). Mine your customers or mine your business: The moderating role of culture in online word-of-mouth reviews. Journal of International Marketing, 25(2), 88-110.
Tarhini, A., Hone, K., Liu, X., &Tarhini, T. (2017). Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries: a structural equation modeling of an extended technology acceptance model. Interactive Learning Environments, 25(3), 306-328.
Tarnanidis, T., Owusu-Frimpong, N., Nwankwo, S., & Omar, M. (2015). A confirmatory factor analysis of consumer styles inventory: Evidence from Greece. Journal of Retailing and Consumer Services, 22, 164-177.
Teo, T., & Huang, F. (2018). Investigating the influence of individually espoused cultural values on teachers’ intentions to use educational technologies in Chinese universities. Interactive Learning Environments, 27, (5-6), 813-829,
Triandis, H. C. (1995). Individualism & collectivism. Westview press.
Triandis, H. C. (2001). Individualism‐collectivism and personality. Journal of personality, 69(6), 907-924.
Usunier, J.-C. & Lee, J.A. (2009). Marketing Across Cultures. (5th ed). Essex: Pearson Education Limited.
Walsh, G., Mitchell, V. W., & Hennig‐Thurau, T. H. O. R. S. T. E. N. (2001). German consumer decision‐making styles. Journal of Consumer Affairs, 35(1), 73-95.
Yeşilada, F., & Kavas, A. (2008). Understanding the female consumers’ decision making styles. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 9(2).
Yoo, B., & Donthu, N. (2002). The effects of marketing education and individual cultural values on marketing ethics of students. Journal of Marketing Education, 24(2), 92-103.
Yoo, B., & Donthu, N. (2005). The effect of personal cultural orientation on consumer ethnocentrism: Evaluations and behaviors of US consumers toward Japanese products. Journal of International Consumer Marketing, 18(1-2), 7-44.
Yoo, B., Donthu, N., & Lenartowicz, T. (2011). Measuring Hofstede's five dimensions of cultural values at the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3-4), 193-210.