Cross Cultural Study of Food and CPG Products in a New Market: Case Study in the United States vs Thailand

Author

Mariel Dehn, Western Michigan UniversityFollow

Date of Defense

2-24-2017

Date of Graduation

4-2017

Department

Marketing

First Advisor

Duke Leingpibul

Second Advisor

Robert Samples

Third Advisor

Marcel Zondag

Abstract

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall objective of this research is to conduct a cross cultural study to see the varying factors that affect customer’s intent to purchase in different markets.

Recommended Citation

Dehn, Mariel, "Cross Cultural Study of Food and CPG Products in a New Market: Case Study in the United States vs Thailand" (2017). Honors Theses. 2821.
https://scholarworks.wmich.edu/honors_theses/2821

Access Setting

Honors Thesis-Open Access