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Welcome Effects of national culture on deal proneness: Evidence from USA, Thailand and Kenya

Welcome Effects of national culture on deal proneness: Evidence from USA, Thailand and Kenya Dr. Dheeraj Sharma, IIM-A, INDIA Dr. Satyendra Singh, University of Winnipeg, CANADA Dr. Shaheen Borna, Ball State University, USA s.singh@uwinnipeg.ca www.uwinnipeg.ca/~ssingh5. Outline.

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Welcome Effects of national culture on deal proneness: Evidence from USA, Thailand and Kenya

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  1. WelcomeEffects of national culture on deal proneness: Evidence from USA, Thailand and Kenya Dr. Dheeraj Sharma, IIM-A, INDIA Dr. Satyendra Singh, University of Winnipeg, CANADA Dr. Shaheen Borna, Ball State University, USA s.singh@uwinnipeg.ca www.uwinnipeg.ca/~ssingh5

  2. Outline • Model, Definitions, and Theory • Hypotheses Development • Methodology • Data collection and Sample Characteristics • Analyses – Moderated Regression • Results • Conclusion • References 2

  3. The Model Control Variables -Age -Gender Store Image H2 National Culture -Power distance -Masculinity -Individualism -Uncertainty avoidance H1 Deal Proneness 3

  4. Definitions • National Culture • Power distance, Masculinity, Individualism and Uncertainty avoidance (Hofstede, 1980) • Store Image • Perception of store on salient attributes – service, pleasant place, shopping experience, quality merchandise (Bloemer and Ruyter, 1998) • Deal Proneness • Getting some thing free, or paying lower price (Lichtenstein, Netemeyer and Burton, 1995) 4

  5. The Theories • Social Judgment Theory • Individuals view the world through the cultural lens and their belief are altered by their own perception of the world (Sherif and Hovland, 1961) • Meaning Movement Theory • Individuals draw socio-cultural meaning from in-store graphics, and assign the meaning to good and services (McCracken, 1986) 5

  6. Hypotheses • H1: ↑ PDI  ↓ DP • Power relates to status, so counter to deal proneness • H2: ↑ MAS  ↓ DP • Like saving $, but embarrassed to use coupons • H3: ↑ IND  ↑ DP • Can take risks on individual basis, so use more coupons • H4: ↑ UAI  ↓ DP • Avoid anxiety associated with deals, so avoid coupons • H5: ↑ PSI  ↑ Culture—DP • Feel good; cognitive and affect component -- + attitude, so trust the deal • PDI = Power distance index, MAS = Masculine, IND = individuality • UAI = Uncertainty avoidance index, DP = Deal proneness, PSI = Perceived store image 6

  7. Data Collection • Data Collection from 300 visitors approached in each mall • USA = 246 responses • Thailand = 231 responses • Kenya = 196 responses • Mall intercept method • Response rate: 75% 7

  8. Sample Characteristics • USA Thailand Kenya • Sample size (N = 673) 246 231 196 • Male 89 67 75 • Female 157 164 121 • Age (male) in years 44 37 41 • Age (female) in years 32 28 34 8

  9. Selection of Countries • USA Thailand Kenya • Power distance index 40 64 64 • Individualism 91 20 27 • Masculinity 62 34 41 • Uncertainty 46 64 52 9

  10. Reliability and validity – Power distance 10

  11. Reliability and validity – Masculinity 11

  12. Reliability and validity – Collectivism 12

  13. Reliability and validity – Uncertainty avoidance 13

  14. Reliability and validity – Deal Proneness 14

  15. Reliability and validity – Store Image 15

  16. Moderating Effects 17

  17. Store Image vs. Deal Proneness 18

  18. Conclusion • H1: ↑ PDI  ↓ DP • Partially supported: b=.32** (USA) • H2: ↑ MAS  ↓ DP • Partially supported: b=.29** (USA), .23* (Kenya) • H3: ↑ IND  ↑ DP • Partially supported: b=.31** (USA) • H4: ↑ UAI  ↓ DP • Supported: b=.27**(USA), .23**(Kenya), .24*(Thailand) • H5: ↑ PSI  ↑ Culture—DP • Supported except Thailand (b=.18, non significant) • PDI = Power distance index, MAS = Masculine, IND = individuality • UAI = Uncertainty avoidance index, DP = Deal proneness, PSI = Perceived store image 19

  19. References • Bloemer, Josee and Ko de Ruyter (1998), “On the Relationship between Store Image, Store Satisfaction and Store Loyalty,” European Journal of Marketing, 32 (5/6), 499-513. • Hofstede, Geert H. (1980), Culture Consequences: International Differences in Work-related Values. London: Sage Publications. • Lichtenstein, Donald R., Richard G. Netemeyer, and Scot Burton (1995), “Assessing the Domain Specificity of Deal Proneness: A Field Study,” Journal of Consumer Research, 22 (3), 314- 326. • McCracken, G. (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods,” Journal of Consumer Research, 13 (1), 71-84. • Sherif, Muzafir and Carl Hovland, (1961), Social Judgement. New Haven, CT: Yale University Press. 20

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