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Title

An analysis of controlling function of national culture in product choice preferences of Japanese consumers

Author(s)

Perera, L. Chamila Roshani;  Hewege, Chandana Rathnasiri

Abstract

The aim of this paper is to analyse the controlling function of national culture in regulating product choice behaviour of consumers. Japanese consumers showed signs of a high culture enabling remarkable economic achievements during 70s and 80s. Nationalistic feeling coming from this high culture initially favoured indigenous products creating a natural control of the influx of foreign products to the country. However, with the dilution of indigenous nature of culture, product preferences have begun to incline towards western products in general with marked preference toward American products. The Study investigates the controlling function of national culture on consumer product preferences relating to local products and products of western origin. The paper reviews socio-economic developments that cause changes in product choice behaviour and the process of western influence on the Japanese culture. Methodology used in the study is qualitative and it includes case analysis of individuals' purchase preferences. In-depth interviews were conducted to unearth dynamics caused by cultural change and control function of the national culture affecting product choice behaviour. The study illustrates as to how national culture controls product choice preferences of Japanese consumers relating to Western products. The main implication is that by changing core values of national culture, product preferences relating to foreign products can be regulated and controlled.

Publication type

Conference paper

Source

Proceedings of Business and Information, International Conference on Business and Information 2006, Singapore, 12-14 July 2006, Vol. 3

Publication year

2006

Keyword(s)

Consumers;  Controlling function of culture;  Japanese consumer preferences;  National culture;  Nationalistic cultures

Publisher

Academy of Taiwan Information Systems Research

ISSN

1729-9322

Publisher URL

http://bai2006.atisr.org/CD/Pages/N.htm

Copyright

Copyright © 2006 The Authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Full text

Peer reviewed