Psychology of Consumer Behavior Case Study

Excerpt from Case Study :

Psychology of Consumer Behavior

Consumer perspectives on the emerging culture of consumption in Singapore

b) Introduction

The consumption style of consumers alludes to the mental approach or orientation a purchaser has towards settling on decisions. Although purchaser choice making style depicts a consistent trend of affective and cognitive responses, national culture has been demonstrated to have an effect on individual attitudes and values. In this way, culture has a noteworthy impact on consumption trend in Singapore (Mooij & Mooij, 2011). This study will embrace buyer research into consumption styles to improve comprehension of how culture shapes consumption trends across Singapore. Primarily, this study will evaluate and confirm to the identified Singaporean culture. Minimal research analyzes cultural factors shaping buyer decision making. There is confirmation of cultural aspects in the purchaser's styles of making choices for fashion although no study has covered if this impact extends to the purchase of general goods.

In any globalized society, it is basic that advertising administration research contrasts in an organization in a socially distinctive market may be influenced by how well the decision-makers handle the buyers' purchasing conducts, and how well they have the capacity to consolidate such comprehension into their marketing plans and strategies. The decision of Singapore as the culture for this study was made for two rationales. First, Singapore is a highly regarded trading country in the Asia Pacific area. Secondly, the country has a dominant culture dependent upon the cultural heritage like Chinese (Gelfand, Chiu & Hong, 2011). In this manner, the objective of this research is to explore the emerging culture of consumption in Singapore. Therefore, this study shows that buyer decision-making styles for merchandise varies as per purchasers' cultural orientation and that customer conduct might be anticipated from a comprehension of the cultural personality of customers. This study will combine the notion of customer decision-making style inventories (CSI) with Hofstede's typology of society and empirical test forecasts from the system on a specimen of purchasers from Singapore.

c) Method

Familiarity with the importance of diverse examination has expanded for both practitioners and researchers and is liable to keep developing. The comparability of the phenomena and the significance connected to samples of survey in Singapore is a fundamental issue related to this multifaceted examination. The choice of Singapore where English is a primary language helps in conquering this challenge and the research group involving people who are subjects of the nation. Accordingly the questionnaires were issued in English. Data was gathered through email questionnaires in English (Gelfand, Chiu & Hong, 2011).

This study examines Consumer Style Index (CSI) among Singaporean Chinese inhabitants in Singapore. English-Chinese is the dominant racial culture in Singapore. Moreover, the country is acknowledged a developed economy and has economic connections in exporting and importing products and services since it is part of the ASEAN free commerce area. The questionnaires comprised of demographic questions and things for the customer choice making index. Respondents were asked to show their cultural history (Mooij & Mooij, 2011). For this research, just the reactions from Singaporeans with Chinese background were utilized.

Each of the eight variables in the Consumer Styles Index comprised of a wide range of items. They include brand consciousness, impulse buying, price consciousness, brand loyalty, and confusion in decision-making. The items for the fashion conscious element were changed as the definitive scale was just concerned with style, and the comments were vigorously skewed towards this item sort. In this research, we looked for a general approach to acquiring products as opposed to a defined item type and subsequently the items were adapted from Raju's (1980) scale of shopping innovatively. The respondents were represented with items following the format of the Likert-style with a five-focus scale running from 'strongly agree' to 'strongly…

Sources Used in Document:


Gelfand, M.J., Chiu, C., & Hong, Y. (2011). Advances in culture and psychology: Volume 1. Oxford: Oxford University Press.

Mooij, M.K., & Mooij, M.K. (2011). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks: SAGE Publications.

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