Measuring The Influence Of Cultural Dimension On Consumer Behavior Towards Online Automobile Purchase In Pakistan

Purpose – 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 prepurchase in Pakistan, an area which was selected primarily due to its recent boom both in the online and traditional channels.Online prepurchase was studied through its underlying stages which were identified as Perceptions, Need Recognition and Information Search.Design/methodology/approach – A mixed method approach comprising both Qualitative and Quantitative techniques was adapted in order to execute this research.Initially a focus group comprising four to fiveexecutive students of SZABIST was conducted to investigate into 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 re used from previous international studies whereas scales for pre purchase stages were developed and verified via a pilot data from the first fifty participants.Findings – 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 lack of special incentives and foresee a considerable risk during these twin prepurchase stage of Online Automobile Purchase.However, for the stage Information Search of Online Automobiles prepurchase, 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 Saviness also seemed to have a considerable influence in all underlying stages of the prepurchase, suggesting only those consumers are adaptable to Online Automobiles prepurchase which are ready to adapt new technology.Practical implications – the findings of the study provides 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 in order to ensure better adaptability of their services to their consumers, so as to assure their better satisfaction and thus the success of your business.