The impact of culture difference on consumer behavior among young adults in Mardan

Abstract

The study aimed to analyze cultural difference effect on consumer behavior amongst young adults of Mardan Khyber Pakhtunkhwa (KPK) Pakistan and gender difference in both the constructs. The design employed was cross sectional using questionnaire. Three hundred young adults participated in the main study and Pearson product–moment correlation and independent-samples t tests were used for analyses. Internal consistency of the BIS scale was done, resulting in questionable internal consistency (α = .659), while the INDCOL scale showed high internal consistency (α = .896). The correlation between scores on the two measures was positive with r(298) = .202, p < .01, which is a statistically significant (but weak) positive association. There was no significant difference between the buy impulsiveness scores of males and females, t(298) = −1.01, p = .311. Females however, scored higher than males on the individualism– collectivism, t(298) = −2.27, p = .024. The results indicate that in this sample, buying impulsiveness was seen as a characteristic related to cultural orientation though, as is evident, the strength of the association is low. The sample of this study was one city, cross-sectional and non-probability; the BIS showed limited internal consistency, limiting the causal explanations and generalizations. The results have given a localized input into the research in the context of cultural orientation and consumer behavior in Pakistan.