Abstract
This
study examines the effects of culture on many aspects of consumer behaviour in
an integrative framework among the three ethnic groups in Jamaica. Using
Hofstede’s (1980) the cultural framework, differences in their cultural
orientation are hypothesized. Hofstede’s four dimensions of culture include
collectivism/individualism, masculinity/femininity, power distance, and
uncertainty avoidance. For each cultural dimension, related consumer behaviours
are identified and differences in those behaviours are hypothesized regarding
the predicted differences in each related cultural dimension. The study
revealed that cultural dimensions exert significant influences on consumer
behaviours.
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