Volume 13 Issue 1 2017


Muhammad YahyaVana
(Primary Author), PhD Student, SZABIST, Karachi.

Faryal Salman
(Co-Author), Assistant Professor, DHA Suffa, Karachi.

Abstract The main objective of this research was to examine the influence of Hofstede’s Cultural Dimension i.e. Power Distance, Masculinity Uncertainty Avoidance, Individualism, and Pragmatism on the consumer behavior for the online automobile pre-purchase in Pakistan, an area which was selected primarily due to its recent boom both in the online and traditional channels. Online pre-purchase was studied through its underlying stages which were identified as Perceptions, Need Recognition, and Information Search. A mixed-method approach comprising both Qualitative and Quantitative techniques was adapted to execute this research. Initially, a focus group comprising four to five executive students of SZABIST was conducted to investigate the domain of the research, which followed the administration of a comprehensive questionnaire to four hundred students from different universities in Karachi. The scales for Cultural Dimensions were reused from previous international studies whereas scales for pre-purchase stages were developed and verified via pilot data from the first fifty participants. The results indicated that Power Distance (PDI) and Uncertainty Avoidance (UAI) has a significant influence on both Perceptions and Need Recognition for the Online Automobile Purchases in Pakistan suggesting that Pakistani consumers seek a lack of special incentives and foresee a considerable risk during these twin pre-purchase stage of Online Automobile Purchase. However, for the stage Information Search of Online Automobiles pre-purchase, besides PDI and UAI the rest of the cultural dimensions i.e. Individualism (IND) and Pragmatism (PRA) which suggests that consumers prefer to gather information from family, peers, and coworkers, whereas they are motivated to seek information via most appropriate means often compromising long old traditions or rituals. Tech Savviness also seemed to have a considerable influence in all underlying stages of the pre-purchase, suggesting only those consumers are adaptable to Online Automobiles pre-purchase which are ready to adopt new technology. the findings of the study provide useful managerial implications for online marketers of high involvement goods in general and in specific to the automobiles segment. It suggests them to make provisions within their services for consumers which are high on Power Distance, Uncertainty Avoidance, Pragmatism, and Individualism to ensure better adaptability of their services to their consumers, to assure their better satisfaction and thus the success of your business.
Keywords Cultural Dimensions, Online, Shopping, Consumer Behavior, Automobiles, Purchase, Pakistan.
Year 2017
Volume 13
Issue 1
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification M31, M15
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link
Page 97-108
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