Analysis of the Influence of Cultural Factors on Consumer Preferences in Product Purchasing Decisions: A Cross-Cultural Study of the Global Market

Herdiyanti Herdiyanti; Ansir  Launtu; Betty  Rahayu; Wahyu Surya  Putra S; Chairul  Anam

doi:10.38035/dijemss.v5i5.2808

Authors

Herdiyanti Herdiyanti Universitas Cipasung Tasikmalaya
Ansir Launtu STIEM Bongaya Makassar
Betty Rahayu Universitas Darul Ulum Jombang
Wahyu Surya Putra S Universitas Tomakaka Mamuju
Chairul Anam STIE Mahardika

DOI:

https://doi.org/10.38035/dijemss.v5i5.2808

Keywords:

Cultural factors, Consumer preferences, Product purchasing decisions, Global market

Abstract

This article delves into the intricate relationship between cultural factors and consumer preferences, focusing on their impact on product purchasing decisions in the global market. Through a comprehensive literature review, various cultural dimensions such as values, beliefs, norms, and traditions are examined for their influence on consumer behavior. The analysis encompasses diverse cultural contexts, highlighting the significance of understanding cultural nuances in shaping consumer preferences. The findings reveal a complex interplay between culture and consumer choices, indicating that cultural factors significantly shape individuals' perceptions of products and brands. Moreover, this cross-cultural article underscores the need for businesses to adopt culturally sensitive marketing strategies to effectively target and engage diverse consumer segments worldwide.

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