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Cultural factors affecting consumer behaviour: a new perception model

Cultural factors affecting consumer behaviour: a new perception model Purpose – The purpose of this paper is to study consumers' perception regarding Calabrian local products and the role of Magna Græcia culture in their buying behaviour, in order to identify a new model which can deliver concrete results for the area as regards marketing strategies and territorial communication, thereby influencing in a positive way the regional development. In fact, many products and artefacts reflect the finds in the region from the ancient Greek era which ran from the eighth century BC to the first century AD (called “Magna Græcia”). Despite this considerable patrimony, Calabria has still not fully exploited its potential. Design/methodology/approach – The research conducted has been developed by using two different approaches: the first qualitative, the second quantitative. In particular, the qualitative method (in depth interviews with marketing experts) has been used initially to find important considerations which constituted the base for the subsequent quantitative research (focused on the questionnaires with consumers) can then build upon. Findings – This research carried out a new consumers' perception model of local products coming from Magna Græcia. In particular, the model shows the most important factors influencing the perception, which are related to cultural value of the products. Practical implications – Calabrian marketers could improve their strategies by focusing on the cultural value of their products, as well as on the link products/territory and on the role of Magna Græcia culture on the creation of the products. Originality/value – An important aspect which has emerged is the key role of culture‐related factors (regional image and authenticity) on consumers' perception, which affect consumers' buying behaviour and the total expenditure on local products. Furthermore, the research undertaken is of an inter‐disciplinary nature being comprised of elements linked to both marketing and psychology, which combine to produce revealing insights. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

Cultural factors affecting consumer behaviour: a new perception model

EuroMed Journal of Business , Volume 6 (1): 20 – May 17, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502191111130343
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to study consumers' perception regarding Calabrian local products and the role of Magna Græcia culture in their buying behaviour, in order to identify a new model which can deliver concrete results for the area as regards marketing strategies and territorial communication, thereby influencing in a positive way the regional development. In fact, many products and artefacts reflect the finds in the region from the ancient Greek era which ran from the eighth century BC to the first century AD (called “Magna Græcia”). Despite this considerable patrimony, Calabria has still not fully exploited its potential. Design/methodology/approach – The research conducted has been developed by using two different approaches: the first qualitative, the second quantitative. In particular, the qualitative method (in depth interviews with marketing experts) has been used initially to find important considerations which constituted the base for the subsequent quantitative research (focused on the questionnaires with consumers) can then build upon. Findings – This research carried out a new consumers' perception model of local products coming from Magna Græcia. In particular, the model shows the most important factors influencing the perception, which are related to cultural value of the products. Practical implications – Calabrian marketers could improve their strategies by focusing on the cultural value of their products, as well as on the link products/territory and on the role of Magna Græcia culture on the creation of the products. Originality/value – An important aspect which has emerged is the key role of culture‐related factors (regional image and authenticity) on consumers' perception, which affect consumers' buying behaviour and the total expenditure on local products. Furthermore, the research undertaken is of an inter‐disciplinary nature being comprised of elements linked to both marketing and psychology, which combine to produce revealing insights.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: May 17, 2011

Keywords: Italy; Local economies; Consumer behaviour; Culture; Ancient history

References