In this study, conceptual relationships pertaining to cultural effects on consumer behavior are explored based on Hofstedes (1980) four

dimensions of cultural differences. Various aspects of consumer behaviors are identified and linked to each of the four cultural dimensions, and then propositions which relate the cultural dimensions to the consumer behaviors are developed based on the reviews of their relationships. This study has shown that it is possible to establish relationships between consumption behaviors and culture, Based on the relationships discussed here, individualism is manifested in behaviors towards reference group influence, information sharing, opinion leadership and ethnocentrism, as well as the individual's self concept and family orientation. Uncertainty avoidance shows itself in perceived risk, brand loyalty, innovativeness and information search. Masculinity influences family decision making and power distance affects opinion seeking. This study has shown that there may be intrinsic differences in the way culturally different subgroups behave with regard to consumption and purchasing. it has become essential for researchers to examine the intricacies of marketing to different people in different cultures. Culture is a powerful force in regulating human behavior. Its impact is so natural and automatic that its influence on behavior is usually taken for granted. Often, it is only when we are exposed to people with different cultural values or customs that we become aware of how culture has moulded our own behavior. Precisely because it shapes behavior, the understanding of culture is crucial when it comes to consumer marketing. HOFSTEDES CULTURAL DIMENSIONS AND ASSOCIATED CONSUMER BEHAVIORS In this study hofstede conducted a massive study of IBM employees across forty countries, and came up with four cultural dimensions that effectively segmented these employees from various countries according to the way they behave in the work situation. These four dimensions are individualism-collectivism, uncertainty avoidance, masculinity-femininity and power distance Individualism-Collectivism and Its Effects on Consumer Behaviors Individualism-collectivism pertains to the behavior of people in groups, their relationships with others around them, and how they perceive themselves in relation to others. We can identify several consumer behaviors that could be related to the relationships between individuals and their interaction with the people around them. They are reference group influence, information sharing ,opinion leadership and ethnocentrism Based on the assumption that individualism-collectivism is one of the fundamental cultural dimensions that influences the related consumer behaviors, it could be said that people from cultures high in individualism would be less influenced by reference groups, less likely to engage in information sharing, less likely to be opinion leaders and are less ethnocentric. Uncertainty Avoidance and Its Effects on Consumer Behaviors Uncertainty avoidance refers to how the unknown aspects of the future are dealt with. Extreme uncertainty causes anxiety and stress, and different people have different degrees of tolerance for such anxiety and stress. Different levels of uncertainty avoidance tendency could influence consumer behaviors that examine the ways people react in situations of uncertainty. Those behaviors could be perceived risk, brand loyalty innovativeness and information search These behaviors involve an element of risk, and therefore a culture that is high on uncertainty avoidance would exhibit consumption behaviors that may reduce this risk. Thus, people from such a culture would be likely to experience higher levels of perceived risk, more brand loyal, less likely to seek innovative products, and more likely to engage in information search.

Masculinity and Its Effects on Consumer Behaviors The cultural dimension of masculinity-femininity involves sex role differentiation and the dominance of either male or female values. This area of study is particularly of interest in the context of the cultural dimension of masculinity-femininity because sex role attitudes and perceptions are ascribed through cultural norms and these attitudes influence the household decision role structure and responsibility also stated that the degree of influence by either the husband or wife in a family decision is contingent upon the level of traditional marital values present in the family. It can be concluded that decision making in the family differs across cultures and is dependent upon the extent to which the couples values belong to the traditional patriarchal system where the husband dominates, or the more modern view of joint decisionmaking. Thus, people from cultures higher in masculinity are more likely to engage in husband dominant decision making because they believe that men should be in charge of the household. Power Distance and Its Influence on Consumer Behaviors power distance can be defined as the extent to which less powerful members of organisations and institutions (like the family) accept and expect that power is distributed unequally Consumer behaviors that are associated with power distance should be influenced by cultural differences associated with the degree of respect given to authoritative and powerful figures in societies. opinion seeking is suggested as the one factor that can vary according to differences in power distance. opinion seekers are those who actively seek advice from others People from cultures with a large power distance are more likely to be opinion seekers than those from cultures with a small power distance.