Cultural influences on perceived information structures and assortment varieties - a comparative study of Middle Eastern and Swedish consumers
AttributesCultureAssortment varietyPerceptionsAttitudesManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this study was to investigate and compare how and why consumers of different ethnic backgrounds value and prioritize product attributes among food in certain ways. We expected to find culturally bound attitude differences and our aim was to relate those to, and challenge, present knowledge of information structures. Consequently, we also aimed to use this new knowledge of attribute attitudes in connection to assortment variety theory, as attributes constitute important motives to how consumers perceive variety. A theoretical framework was constructed to suit our purpose and function as an analytical tool, consisting of Culture perspectives, Information structures (product attributes), and Assortment variety. In this thesis we focused on attitudes and consumer perspectives and excluded actual behaviour and the retailing perspective. Semi-structured, shorter interviews were conducted with respondents representing Middle Eastern and Swedish cultures. Our conclusion matched what we expected as we found that Middle Eastern and Swedish consumers do vary in their preferred attributes. Results showed that commonly, quality is highest valued but differs in meaning between the groups. Culturally bound reasons are connected to loyalty, level of innovativeness, and knowledge of the market environment. Awareness of the diverse priorities will provide a strategic tool for retailers and manufacturers to offer more profitable assortments.