Cultural Influence On The Diffusion Of Individual Consumer Product

The history of the development of human being is the history of innovation that keepsappearing and being abandoned continuously and also a history of mutual borrowing amongpeople. Therefore there exists a necessary process in which the innovation is innovated orinvented, then spread to other groups of people and finally accepted or rejected by them. Thisdiffusion process has been becoming more and more obvious and important along with thefast development of economic globalization. Any market is not a domestic market any moreand all markets have become international markets. Manufacturers and sellers from all overthe world would come to any market and compete against each other there. To enter into theinternational market is the necessity for the survival and development for enterprises. Tosuccessfully invade another market with its products, the enterprise must take intoconsideration many factors, such as the characteristics of the product, economy and politics,etc. And culture exerts an indispensable function in that diffusion process.The thesis is to investigate the cultural influence on the diffusion of consumer products.Compared to the industrial product, consumer product is more sensitive to cultural influence.The study first reviewed and analyzed Hofstede's cultural value frame, Rogers's theory ondiffusion of innovation and previous researches on the diffusion process. Then threehypotheses are proposed. Three cultural values, uncertainty avoidance,individualism-collectivism and power distance, have influence on the diffusion of consumergoods. The author of this thesis designs a questionnaire, with five questions to test everyhypothesis. Then the thesis analyzes three related cases and further elaborates the culturalinfluence on diffusion process to test three hypotheses. Finally conclusions are drawn;limitations of the research are pointed out and several suggestions for future research areproposed.