Online from: 2006
Subject Area: Regional Management Studies
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|Title:||Cultural factors affecting consumer behaviour: a new perception model|
|Author(s):||Eleonora Pantano, (University of Calabria, Cosenza, Italy)|
|Citation:||Eleonora Pantano, (2011) "Cultural factors affecting consumer behaviour: a new perception model", EuroMed Journal of Business, Vol. 6 Iss: 1, pp.117 - 136|
|Keywords:||Ancient history, Consumer behaviour, Culture, Italy, Local economies|
|Article type:||Research paper|
|DOI:||10.1108/14502191111130343 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||This research was conducted with the support of Professor P.A. Bertacchini (University of Calabria, Italy) and C.Vignali (Leeds Metropolitan University, UK).|
Purpose – The purpose of this paper is to study consumers' perception regarding Calabrian local products and the role of Magna Græcia culture in their buying behaviour, in order to identify a new model which can deliver concrete results for the area as regards marketing strategies and territorial communication, thereby influencing in a positive way the regional development. In fact, many products and artefacts reflect the finds in the region from the ancient Greek era which ran from the eighth century BC to the first century AD (called “Magna Græcia”). Despite this considerable patrimony, Calabria has still not fully exploited its potential.
Design/methodology/approach – The research conducted has been developed by using two different approaches: the first qualitative, the second quantitative. In particular, the qualitative method (in depth interviews with marketing experts) has been used initially to find important considerations which constituted the base for the subsequent quantitative research (focused on the questionnaires with consumers) can then build upon.
Findings – This research carried out a new consumers' perception model of local products coming from Magna Græcia. In particular, the model shows the most important factors influencing the perception, which are related to cultural value of the products.
Practical implications – Calabrian marketers could improve their strategies by focusing on the cultural value of their products, as well as on the link products/territory and on the role of Magna Græcia culture on the creation of the products.
Originality/value – An important aspect which has emerged is the key role of culture-related factors (regional image and authenticity) on consumers' perception, which affect consumers' buying behaviour and the total expenditure on local products. Furthermore, the research undertaken is of an inter-disciplinary nature being comprised of elements linked to both marketing and psychology, which combine to produce revealing insights.