Culture and Its Dimensions: Consumer Behaviour in Poland and Its Main Export Countries
Culture and Its Dimensions: Consumer Behaviour in Poland and Its Main Export Countries

Summary/Abstract: This article, which takes the form of literature review, focuses on the significance of culture and its impact on consumer behaviour in Poland and its main export countries: Germany, the UK, the Czech Republic, France and Italy. In thefirst part of the paper, the author presents theoretical considerations concerning customers’ decision-making processes and consumer behaviour, the concept of self,identity and image and the perception of the customer value, all of which to a large degree depend on the culture people originate from. The second part of the paper is an attempt at presenting consumer behaviour, the similarities and differences between the motivations and behaviour of Polish customers and the nations of its main export countries. Theoretical considerations are supported with the findings of Geert Hofstede’s studies analysing six cultural dimensions: Power Distance, Individualism,Masculinity, Uncertainty Avoidance, Long-Term Orientation and Indulgence and the implications of the study results for the analysis and comprehension of consumer behaviour in the examined countries.

• Details
• Contents