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To what extent does individualism and collectivism influence consumer decision making styles in nigerian and danish mobile phone consumers

This study is intended to highlight the differences between individualistic and collectivistic buyer behaviour using the Customer decision making styles inventory developed by hofstede.Nigeria scores a low 30 on individualism on the hofstede country insight platform (meaning it has a collectivist culture) while denmark scores a 74 (making it an individualistic culture)The findings from this research is meant to give valuable insights to mobile phone operators looking to develop successful market penetration strategies and increase market coverage in these areasAlongside the assessment brief, I have also uploaded a paper that explores very similar themes but should only be used as a guide to demonstrating critical analysis in the work.