Research On Cultural Dimensions Affecting Automobile Consumer Behavior

When making a purchase decision,consumers are influenced by many factors.Price,appearance,brand image,user experience,and many other factors play an important role in our decision.If we take the traditional way of thinking when talking about consumer behavior analysis,we are talking about demographic,geographic,psychological,and behavioral factors.Nevertheless,culture plays a vital role in people’s buying decisions.Culture regroups all these factors under one umbrella: our behavior,perception of self,location,people who influence our decisions,and our values.Explicitly and implicitly,culture falls between these four factors.Moreover,most of the time culture goes neglected in marketing implementation.This research examines Lebanese and Chinese consumer behavior using Hofstede’s five cultural dimensions,Hall’s low/high context theory,and Marieke de Mooij consumer’s attributes.We start by conducting a macro-environment analysis for Lebanon and China(Pest),Porter’s Five Forces for the product-in this case,the Geely car.In addition,we analyze both cultures using Hofstede’s five cultural dimensions,then we conduct an in-depth analysis of the Lebanese and Chinese consumers.Based on Hofstede and Hall’s theories,we design survey questions,and then,run an online questionnaire to analyze automobile consumer behavior in both cultures.Based on the results of the survey,we run quantitative research with regression.In addition to a financial analysis of the Geely group.In the end,suggestions are to be shared for the Geely group based on the findings and the previous analysis.Based on survey results and running a regression,this paper summarizes and analyzes the current relationship between Geely car and Lebanese and Chinese consumers.In fact,this paper shows a clear relationship between culture and consumer behavior.Specifically,in collectivist,long and short-term-oriented countries.These dimensions influence the company’s sales performance.This paper puts forward the current cultural status of Lebanese and Chinese consumers.From the macro and micro environmental analysis,the cultural classification,social experiment,and regression,this paper suggest proposals for the Geely group to improve their sales performance.It is hoped that this study can provide practical help for Chinese companies and multinational companies who want to go further in the cross-cultural consumer behavior while hoping to provide a reference for any future Lebanese Chinese cross-cultural consumer behavior studies.