Scientific literature review shows that culture has an impact on an individual’s behaviour. Nevertheless, globalization and the development of new information technologies have resulted in some similarities in consumer behaviour, despite differences in cultural backgrounds.
Explanation of research
Product category may play a role in consumption characteristics. For example, it is assumed that attachment to pets is similar throughout the world, which leads to the conclusion that there is homogenized consumer behaviour when dealing with pet products. In this context, the objective of the present research is to tell us to what extent European pet owners converge with Asian pet owners with regards to their pet food purchasing decision-making process.
To reach our research objective, a field survey is conducted with 308 French and 221 Chinese pet owners using the Consumer Styles Inventory as a pragmatic measuring tool.
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