Culture based buying behaviour in Malawi, Central Africa

Robert Edwin Chester | Rev. Fr. Sengol Jayaselan

Culture | Malawi

Vol:3; No:3;Sep-17 | ISSN: 2455-3921

Culture is defined as the learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society. The aim of this study is to find out how culture affects the buying decision of the customers. Culture influences the mode of living, how we consume and the decisions which an individual takes. The study set out certain specific objectives as follows: how culture influences consumer’s buying behaviour, to identify the prominent factors and also to identify the marketing implications. Based on these objectives, an in-depth study was conducted through a survey method. Multi-choice close-ended questionnaires were used for obtaining primary data from the field. The questionnaire contained a variety of times concerning consumer behaviour, life-style, consumption of convenient product and demographic characteristics, A total number of 160 respondents were contacted for the study.

Robert Edwin Chester, Associate Professor and Head, School of Management and Commerce, DMI-St. John The Baptist University, Central Africa