International Journal of

Business & Management Studies

ISSN 2694-1430 (Print), ISSN 2694-1449 (Online)
The Effects of Culture on Consumer Behaviours: Differences Among Ethnic Groups in Jamaica



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.